The Piedmont region in Italy is renowned for its exceptional wines, and a new project aims to strengthen the identity of Piedmontese wine on international markets. The “Piemonte” project, promoted by Piemonte Land of Wine, seeks to create a system between denominations, coordinated promotion, and recognition abroad, enhancing the UNESCO landscape, wine tourism, and shared strategies.
The project was born from an idea of the Piedmont Land of Wine Consortium, which brings together the Piedmontese wine consortia chaired by Francesco Monchiero. The geographical indication “Piedmont” is destined to appear on the label alongside the large regional denominations, with the aim of strengthening the recognition of Piedmontese wine on the markets.
Creating a Unified System
The theme will be at the center of “Grandi Langhe and the Piedmont of wine”, scheduled from 26 to 27 January in the spaces of OGR of Turin. The event attracts thousands of operators, buyers, and representatives of the specialized press from all over the world every year, offering an ideal context for discussing common strategies and future prospects. The idea behind the project is to promote the main Piedmontese denominations – Langhe, Monferrato, Astigiano, Roero, and Upper Piedmont – enhancing their specificities, but also placing them under a single “umbrella” geographical indication.
International Recognition
The Golden Vines Report 2025 indicated Piedmont as the most promising and attractive wine region in the world for 2026, ahead of Champagne, Burgundy, and Tuscany. This result was obtained on the basis of surveys conducted in 110 countries, with the contribution of over 830 industry professionals. The need for a shared geographical indication is also linked to the evolution of increasingly competitive international markets.
The Vision of Piedmont Land of Wine
According to Francesco Monchiero, president of the Piedmont Land of Wine Consortium, “Piedmont wine is an extraordinary system for quality, history, and diversity, but today more than ever, we must be able to present ourselves in a coordinated way”. The geographical indication “Piemonte” was created to support, not replace, individual denominations, offering them a common platform for visibility and promotion.
Promotion, Landscape, and Tourism
The project foresees integrated promotional actions, from coordinated participation in international fairs and events to communication and incoming initiatives, with the aim of describing Piedmont as a mosaic of territories united by common values: quality, identity, sustainability, and connection with the landscape. A landscape that is recognized in most wine-growing areas as a UNESCO World Heritage Site since 2014, an element that also contributes to the development of tourist flows linked to wine and catering.
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