2026 NEW GEOGRAPHICAL INDICATION: "PIEMONTE"

PIEMONT 'D FER

For Piedmont wines, the geographical indication “Piemonte” is being introduced, having already been approved by the Protection Consortia. Monchiero (Consorzio Piemonte Land) stated: “An unmissable opportunity to truly work as a team and promote our wine system in Italy and around the world.” 

Conceived by the Consorzio Piemonte Land of Wine, the body that brings together the Piedmontese wine consortia and is chaired by Francesco Monchiero, the geographical indication “Piemonte”—which may be displayed on labels alongside the major Piedmontese wine denominations—represents one of the most ambitious projects in recent years for the promotion of Piedmont wine.

The idea underlying the project is clear: to promote the great Piedmontese denominations—from the Langhe to Monferrato, Asti, Roero and Alto Piemonte—not only through their individual identities, but also under a single “umbrella” geographical indication, namely Piemonte, capable of conveying at a glance the overall value of a region that represents one of the absolute excellences of Italian wine.

The need for the geographical indication “Piemonte” is also being driven by the evolution of international markets, where competition is increasingly intense and recognisability has become decisive. “Abroad, consumers and professionals often recognise the region before the individual DOC or DOCG. Piemonte is already synonymous with great wines: structuring this perception and turning it into a true communication project means giving greater strength to everyone,” emphasises the President of Piemonte Land of Wine.

The initiative envisages integrated promotional actions, ranging from coordinated participation in international trade fairs and events to communication and incoming activities, with the aim of presenting Piemonte as a mosaic of territories united by shared values: quality, identity, sustainability and a deep connection with the landscape. A landscape which, across the majority of its winegrowing areas, has been recognised since 2014—well ahead of many other prestigious Italian and European regions—as a UNESCO World Heritage Site. This element further strengthens the global positioning of the geographical indication “Piemonte” and, as recent studies indicate, has already generated significant and promising tourist flows linked not only to wine production, but also to gastronomy and other territorial attractions.

“This is not just about marketing,” Monchiero is keen to point out. “It is also a strategic vision. Bringing the denominations together means being more effective in distant markets and engaging with international counterparts in a more structured way.”

The possibility of adding the geographical indication “Piemonte” to the labels of Piedmont wines—already approved and incorporated into the production regulations of almost all the Protection Consortia—will therefore represent a key moment to share the project with producers, consortia and industry professionals, gathering contributions and building a truly shared pathway. “We want the Piemonte indication to be a common home, an open project, capable of growing over time and supporting Piedmont wine in the challenges of the coming years,” Monchiero concludes.

With the “Piemonte” geographical indication project, the Consorzio Piemonte Land of Wine thus sends a clear message: the identity of great Piedmont wines lies in the enhancement of their differences, but also in the ability to present themselves united, speaking to the world with a single voice.

I believe this is a sound project and one that can yield tangible visibility benefits in the medium term. Knowing the producers, I am confident that they will be reluctant, particularly for their most prestigious wines, to add an additional designation—namely “Piemonte”—which could be used on a Barolo or Barbaresco as well as on a wine from the Pinerolese area (west of Turin, towards the Alps).

However, if one looks at France, denominations such as “Champagne” or “Bourgogne” explicitly refer to their respective regions of production and, moreover, extend over very large areas.

We have checked the Barbaresco regulations, and at present, the addition of the designation “Piemonte” does not appear to be permitted.

The Barbera d’Alba regulations also do not specify anything in this regard. It would be interesting to understand whether a wine could therefore be labelled, for example, as “Barolo DOCG Piemonte” or “Barolo Piemonte DOCG”. The second version certainly sounds much better.