29 June, 2015 – San Francisco is the first stop of the American “coast to coast”of the Lugana Doc Consortium. Three stops have been scheduled overall: San Francisco, Los Angeles – at the Peninsula Hotel Beverly Hills to be precise; and New York on July 2. President Luca Formentini and director Carlo Veronese are both overseas for the occasion. “The United States is the market in which we are investing the most for the 2014-2017 period. We fly here at least twice a year – they say – We are getting good results and confirmation of the fact that it is a market suited to meet our expectations. Our ideal consumer is someone who already has a bit of knowledge about wine and is curious enough to explore non-mainstream products. These features make us look with great attention to the ‘millenials’, a generation that makes up 21% of the US population but consume up to 30% of wine.”
