Bardolino finds its place in the shift towards lighter reds
As consumer tastes shift away from heavier reds, Bardolino’s lighter, fruit-driven style is increasingly aligned with international demand.
A lighter style in demand
Bardolino, centred on the eastern shores of Lake Garda, has built its reputation on approachable, fruit-driven wines that offer a lighter alternative to the robust reds of northern Italy. Producers say this identity now fits squarely with market trends.
“Bardolino and Chiaretto have everything it takes to win over the UK market: they are versatile, fresh and contemporary wines, perfect both for everyday enjoyment and for a young, curious audience.” president Fabio Dei Micheli stated.
“Bardolino in essence comes from a small area. Not a powerhouse wine,” Giulia Trazzi, winemaker at Monte del Frà, told db. But with blends led by Corvina, and styles defined by freshness and moderate alcohol, Bardolino’s character is increasingly in tune with international demand.
Multiple statistics and industry analysis show a clear and consistent consumer trend toward lighter red wine styles. This shift is driven by factors such as the demand for moderation, younger consumer preferences, and a desire for more versatile food-pairing options. This represents a turn away from the “big, oaky, warm-climate” red wines that dominated the market until the early 2010s.
A historic DOC
Recognised as a DOC in 1968, Bardolino today covers 2,505 hectares and produces an average of 21 million bottles annually. Since 2020, the denomination has also recognised three subzones – La Rocca, Montebaldo and Sommacampagna – to underline the role of terroir.
Styles range from Bardolino Rosso and Novello to rosé Chiaretto, which is Italy’s most important DOC for rosé production. Chiaretto wines may also be labelled as “Chiaretto di Bardolino”, while sparkling versions are permitted under the regulations.
Production rules set minimum alcohol levels at 10.5% for Bardolino Rosso and Chiaretto, rising to 11.5% for sparkling wines. For subzones, wines require a minimum of one year of ageing.
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Chiaretto and the Provence question
Chiaretto, in many cases, showcases a style that can be likened to Provence rosé – pale, light, crisp and refreshing. At a tasting at Tenuta La Presa, discussions turned to how Chiaretto can rival or be perceived alongside Provence, given the popularity of these delicate styles on the international stage.
Ultimately, producers agreed that much of the answer lies in marketing. Provence has built a clear identity as the global benchmark for pale rosé, while Chiaretto is still working to define and communicate its image abroad.
Tourism and exports
Germany remains Bardolino’s strongest export market, a dynamic closely linked to tourism around Lake Garda. “Tourism around Lake Garda has been crucial in building awareness of our wines, with German visitors and second-home owners creating a lasting bond with the region,” Mattia Pasqualotto, export manager at Montezovo winery, told db.
“In Germany, this link has created familiarity and demand, while in the UK the focus remains on premium denominations, with simpler DOCs facing weaker distribution and less consistent communication,” he added.
Meeting consumer expectations
Pasqualotto noted that Bardolino, once viewed as an everyday wine, is now benefiting from the global move towards lighter, fresher styles. “They are now valued for their freshness, moderate alcohol, and versatility, perfectly matching consumer demand for approachable styles,” he told db.
With 187,000 hectolitres produced annually, Bardolino remains one of northern Italy’s largest DOCs. Its combination of history, versatility and drinkability, producers say, positions it well for the future.
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