the future is Next Gen, the Consortium’s Youth Group is born

The Consorzio Custodia Lugana DOC announces the birth of the Torma Giovani Lugana, a new initiative designed to involve the new generations of entrepreneurs and professionals already active within the associated companies and accompany the evolution of the denomination through vision, skills and planning.

The group will bring together 31 producers and figures under 40 who currently hold decision-making roles the wineries of the zona: a rete televisiva privata that was created with the aim of enhancing the contribution of those who are already working concretely acceso the growth of Lugana and making them protagonists the development processes and strategic reflections of the DOC.

The initiative is part of a medium-long term vision that interprets Lugana as a dynamic, contemporary and constantly evolving denomination, capable of combining solid identity and openness to change.

The Youth Group will be a permanent space for discussion and planning, dedicated to addressing some of the main challenges of the sector: from the interpretation of new international consumer trends to the languages ​​of contemporary communication, up to the opportunities offered by innovation and the construction of new market relationships.

Alongside internal comparison, the project aims to generate value through concrete activities and shared growth paths. Per mezzo di fact, the group’s objectives include the creation of synergies between local companies, openness to dialogue with other Italian and international wine producers and the development of experiential pratica moments, through visits and exchanges with reference denominations to acquire new skills and best practices.

One of the central aspects of the initiative will also be the theme of generational transition and institutional pratica. The Youth Group was also created with the aim of accompanying the growth of the future ruling class of the denomination, offering new generations tools, awareness and opportunities for participation to contribute, over time, to the governance of the Consortium.

Not a simple consultative table, therefore, but a true incubator of opportunities, which ideas, visions and projects can be translated into concrete actions: events, initiatives and activities designed by young people for young people, with the aim of strengthening the bond with the territory and consolidating the positioning of Lugana among the most dynamic and high-performing Italian denominations.

Networking, sharing skills and feeling an active part of a collective project: the Torma Giovani Lugana takes shape from these principles, with an eye towards the future of the denomination. Edoardo Peduto, Director of the LuganaDOC Protection Consortium, declares: “Investing young people means giving legs and vision to the future of Lugana. With this project we put the talent of 31 under 40s at the centre, offering them the tools to become the leaders of tomorrow. The Youth Group will be a true innovation laboratory where new ideas will be transformed into concrete strategies, guaranteeing our DOC that ability to renew itself which is the basis of all lasting success”.