In today’s global wine market, brand protection has become a cornerstone of long-term success.
This applies not only to corporate labels but also to territorial brands and appellations, which carry both cultural and economic value. The more established and prestigious an appellation, the more vulnerable it is to counterfeiting and misuse.
This challenge is particularly relevant for the wines of Valpolicella, one of Italy’s most celebrated wine regions. From Amarone della Valpolicella to Valpolicella Ripasso, Recioto, and Valpolicella Classico, these wines are icons of Italian excellence, beloved worldwide and generating a regional turnover estimated at EUR 600 million. Their popularity, however, also makes them a target for imitation.
From the Chamber of Commerce to the Consortium
Until now, the collective brands linked to Valpolicella—“Valpolicella Ripasso,” “Amarone,” “Amarone della Valpolicella,” “Recioto della Valpolicella,” and even “Recioto di Soave”—were owned by the Verona Chamber of Commerce. Soon, ownership will formally pass to the Consorzio Tutela Vini Valpolicella, the body representing and protecting the region’s winemaking tradition.
The Consorzio, currently led by Christian Marchesini, is celebrating its centenary in 2025. It brings together 2,400 growers, winemakers, and bottlers, overseeing production across 19 municipalities in the province of Verona and safeguarding more than 8,600 hectares of vineyards.
This transfer of brand ownership is not just a formal act; it marks a significant shift in governance. By placing these collective brands directly under the stewardship of the Consorzio, the region strengthens its ability to defend appellations, enforce authenticity, and reinforce its reputation in international markets.
A Symbolic and Strategic Transition
The handover will be officially presented on September 26th at the Verona Prefecture. The event will be attended by Prefect Demetrio Martino, Christian Marchesini (Consorzio president), Giuseppe Riello (president of the Verona Chamber of Commerce), and Adolfo Urso, Italy’s Minister of Enterprise and Made in Italy.
This symbolic moment reflects a broader trend in Italian wine: empowering consortia to assume direct control over the collective identities they represent. While not unprecedented, such transitions remain relatively rare and underscore the growing importance of local governance in the global defense of wine brands.
Safeguarding Valpolicella’s Global Reputation
For the Consorzio Vini Valpolicella, the responsibility of managing these collective brands extends beyond legal protection. It also involves cultural stewardship—ensuring that Amarone, Ripasso, and Recioto remain not only protected names but also symbols of authenticity and heritage in the international market.
As wine tourism and exports continue to grow, protecting Valpolicella’s names means protecting the value of a territory, its families, and its traditions. This transition of ownership ensures that the voices of those who cultivate the vineyards and craft the wines will guide the future of Valpolicella’s global image.
Source: WineNews