The Consortium for the Protection of Sicilia DOC Wines (Consorzio di Tutela Vini DOC Sicilia) has launched the sixth year of its UK campaign, sharpening its focus on helping consumers and trade better understand the regional diversity behind Sicilia DOC wines. The activity also marks the appointment of newly elected Sicilia DOC President, Alessio Planeta, selected by the Board of Directors in April 2026
Awareness of Sicilia DOC wines continues to grow in the UK, partly due to ‘The White Lotus Effect’ which has seen booming British tourism to the island following the popular TV series. As Sicilia DOC looks to capitalise on this surge in interest, many consumers still struggle to connect wines with their specific places of origin. This campaign aims to close that gap through targeted education and storytelling, building clearer associations between Sicilia DOC wines and their provenance, while spotlighting lesser-known indigenous grape varieties such as Nero d’Avola and Grillo, which are gaining recognition for their quality, premium potential and accessibility.
The initiative forms part of the Consortium’s broader strategy to strengthen Sicilia DOC’s positioning in key international markets, reinforcing its role as a benchmark for quality, authenticity and origin-led Italian wine.
The campaign kicked off in May 2026 at London Wine Fair (18th – 20th May) and will encompass a focused programme of trade and media activity, including a targeted UK media relations campaign, a dedicated press and influencer wine pairing dinner, and a press trip for key media to Sicily in September 2026.Established in 2012, Sicilia DOC represents a significant and dynamic production base, with 7,264 winemakers and 500 bottlers as of 2024, and more than 75 million bottles produced in 2025. The denomination continues to strengthen its reputation as a mark of quality, authenticity and traceability.
Sicily is home to Italy’s largest organic vineyard area, accounting for around 30% of the national total, with approximately 32,000 hectares under organic cultivation. This leadership in sustainable viticulture, combined with the island’s diverse terroirs, highlights the distinctive character of key grape varieties such as Nero d’Avola and Grillo.
Bringing together a broad spectrum of producers, from cooperatives to private estates, Sicilia DOC reflects both the diversity and scale of the island’s wine production within a unified framework.
Alessio Planeta, President of the Consorzio di Tutela Vini DOC Sicilia, commented “It’s a great honour to take on the presidency of the Consorzio at such an important moment in Sicilian wine’s growth. Sicilia DOC represents a collective vision, bringing together the many identities of Sicilian wine into a single, strong and recognisable voice.
We are operating in a complex global landscape, but one full of opportunity. Sicily’s leadership in sustainable viticulture and its extraordinary diversity of native grape varieties allow us to respond to evolving consumer expectations with authenticity and quality.
Through this campaign, we aim to strengthen the connection between our wines and their origins, ensuring that the name ‘Sicily’ that’s already so powerful in tourism, culture and gastronomy is expressed with the same clarity and value in the glass.”
The campaign will also introduce the new Sicilia DOC visual identity across all UK touchpoints, aligning with international markets and strengthening recognition among both trade and consumers. It further taps into Sicily’s growing appeal as a travel destination, reinforcing the connection between wine, place and cultural identity.
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