The ‘Europe for the Senses’ campaign urges the importance of the PDO quality certification through Italy’s Mt Etna and Alto Adige wines. Recently in London, a group of trade professionals gathered for an intimate masterclass to explore the wines of Sicily, part of the ongoing ‘Europe for the Senses’ campaign. The three-year initiative, which launched in 2023, aims to raise awareness of quality European PDO (Protected Designation of Origin) certified wines. By showcasing the unique landscapes of Mount Etna and Alto Adige, the campaign underlines the certification processes that define these Italian regions. The Europe for the Senses campaign, funded by the consortia of Etna and Alto Adige, along with the EU, seeks to educate consumers and trade professionals in the UK and Switzerland about the value of PDO and DOC (Denomination of Controlled Origin) wines. Running until 2026, the campaign aims to highlight the shared commitment to quality and sustainability while exploring the unique characteristics of each region’s wines. Mount Etna, Sicily’s iconic volcano, has been a prominent symbol of viticulture since ancient times, with the Greeks introducing organised winemaking in 720 BC. Today, Etna DOC wines are known for their unique mineral character, shaped by volcanic soils and dramatic climatic conditions. The region’s terraced vineyards, often on steep slopes, are a testament to the complex viticulture required to grow grapes in such challenging terrain. Alto Adige, located in northern Italy, has a winemaking history influenced by Roman, German, and Austrian cultures. Its vineyards, perched between the Alps
This Article was originally published on The Drink Business - Wine
