The finest wines from Lake Garda in... small cans. Renowned "DOC" of world prestige, including Lugana, Custoza, and Bardolino, are organizing themselves for convenient prêt-à-porter versions. There will undoubtedly be connoisseurs and traditionalists who will turn up their noses, but in the flourishing wine regions on the border of Veneto and Lombardy, discussing it is no longer taboo. "We don't have any taboos", say some of the producers interviewed, "even if welcoming canned wines will be a long process". A revolution, that of premium wines in smart cans, which is still on paper, but the first target groups that could be most interested have already been identified, from superyacht enthusiasts to generation Z, born at the turn of the century: "Imagine", say the producers, "rich people who have beautiful boats and prefer not to have glass bottles on board because they may break. Cans are a viable and potentially smart solution". Additionally "the 'Gen Z' should be at the center of the DOC's attention, as compared to the same age group of 30 years ago they have a much higher spending capacity, certainly in Italy”.
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