Consorzio di Tutela Vini Sicilia DOC has launched a new campaign to raise awareness of the unique qualities of Sicilia DOC wines in the UK market. Commencing in March 2025, the project is designed to educate and inspire both trade and consumer audiences about the rich diversity, heritage and quality of wines from the Italian island of Sicily.
The Consortium represents over 7,000 winemakers and more than 530 bottlers, with Sicily offering a huge range of wines, from reds to whites, and a variety meaning there’s something perfect for any occasion from an aperitif to a formal dinner. Sicilian vineyards account for the second largest area dedicated to winemaking in Italy (more than 96,000 hectares), which is three times the size of the vineyard surface area of New Zealand, as well as being larger than South Africa and more or less as large as the entire surface area of German vineyards. This is a big contributing factor that means Sicily can offer everything wine lovers seek all in one place, offering great quality and versatility.
As part of this campaign, the Sicilia DOC Consortium will host a series of key events and activities, including:
- Attending the London Wine Fair (May 19th-21st, 2025): The Consortium will showcase the best of Sicilia DOC wines to industry professionals, media and consumers.
- Seminars, in-store tastings and a gala dinner: A series of events will take place around the week of London Wine Fair, bolstering the reach of Sicilia DOC wines during this key period.
- Press trip to Sicily (September 2025): Journalists and influencers will be invited to experience Sicily’s wine culture firsthand, meeting with the passionate producers behind these exceptional wines.
- Media relations campaign: Consumer and trade media and influencers will receive news updates and broader feature information throughout the course of the campaign.
The primary objective of this campaign is to strengthen the visibility of Sicilia DOC wines in the UK market, particularly lesser-known varieties, while also improving the connection between consumers and the wines’ regional origins. Currently, many consumers struggle to associate the wines with the specific Sicilian areas behind them, which limits their understanding and purchasing decisions.
With Sicily rapidly becoming a top destination for British holidaymakers, this campaign is perfectly timed to capitalise on the island’s growing status as a go-to, fashionable holiday spot. One of the contributing factors to this was Season 2 of TV series ‘The White Lotus’ being filmed in Sicily showcasing many locations including Cefalù, Palermo, Noto, and the surrounding Ionian Sea. As more British tourists travel to Sicily to experience its culture, cuisine and landscapes, they are increasingly discovering the island’s exceptional wines and bringing those memories home with them. The Consortium hopes to tap into this surge in tourism to inspire UK consumers to choose Sicilian wines back in the UK, whether at home or enjoying hospitality venues.
Nero d’Avola, one of Italy’s most well-known grape varieties already enjoys strong recognition. The campaign will mimic this approach to increase the general notoriety of other native wines. This includes lesser-known varieties such as Frappato, a promising red alternative, and Lucido, which holds great potential for premium positioning.
Antonio Rallo, president of the Consortium, said: “Raising awareness is a vital part of the wine trade and we’re looking forward bringing the beautiful world of Sicilia DOC wines to more British consumers, as well as those in the wine and drinks trade. Wines from this unique island offer something for everyone, and our mission is to ensure that the UK market fully appreciates the incredible depth, breadth and quality of wines that Sicily has to offer.”
This initiative is also positioned to raise awareness about Sicilia DOC wines among less experienced consumers, with a particular focus on increasing trial and repurchase rates. Data has shown that once consumers experience Sicilian wines, they are more likely to become loyal customers. The campaign aims to encourage this loyalty and solidify Sicilian wines as a staple on UK tables.
