“Collio Evolution”: white wine of territory, first for reputations which resists in HoReCa channel

96% of HoReCa operators know it and 81% list it on their wine menu: Collio is weathering the market downturn, leading Italy hillside wine regions in perceived quality for white wines (41%), while purchase forecasts continue to rise. These are the positive findings emerging from “Collio Evolution” 2026 - the institutional event organized by the Consorzio dei Vini Collio (October 24th-26th, between Gorizia and Cormòns), for the historic denomination that stretches across the province of Gorizia, between the Judrio stream and the Isonzo River. According to research “Collio Experience-La parola all’HoReCa” - “Collio Experience: The HoReCa Sector Speaks”, carried out by Nomisma Wine Monitor for the Consortium, Collio is firmly rooted in the HoReCa channel, with awareness and wine-list penetration levels among the highest in Italy still white wine category. A denomination whose reputation is built not on production volume, with 6 million bottles produced across just over 3,300 hectares, but on the quality of its white wines. “Collio strength - confirmed Luca Raccaro, president of the Consortium during the presentation of the survey, “lies in its quality, the result of experience, expertise and passion passed down through generations, in a territory where small family-run wineries safeguard the land, care for the vineyards and invest in sustainability. Here, wine is not merely an agricultural product, but part of an ecosystem that encompasses tourism, culture, the environment and economic development. In a rapidly changing world, where the wine sector is facing a challenging period, Collio embodies timeless values: patient work, the beauty of the landscape and the ability to transform tradition into the future. This is its greatest strength and its best response to market challenges”.
The survey focuses on those who select and recommend wine every day. To understand the resilience of Collio wines, Nomisma Wine Monitor conducted an online survey among 100 Italian operators, including restaurants and wine shops, using a predominantly closed-question format. “Understanding awareness of Collio wines, their presence on wine lists, their resilience in a contracting market, the link between hillside terroirs and perceived quality, and the key drivers to strengthen their value within the trade - highlighted Lavinia Zamaro, director of the Consortium - is first and foremost an important and practical tool for our producers”. At the same time, “Collio Evolution” provides the ideal occasion to share these findings with journalists and industry professionals.
“Over the past two to three years, wine sales in the HoReCa sector have recorded a negative balance of almost 20 points between those reporting growth and those reporting decline”, illustrated Denis Pantini, head of Nomisma Wine Monitor, presenting the survey results. Collio wines have shown greater stability despite facing the same challenges affecting the channel: lower alcohol consumption, weaker demand and more price-conscious customers. The only segment experiencing growth is wine-by-the-glass consumption, which is more flexible, informal and accessible.
Looking ahead to the next 5 years, purchasing forecasts remain positive, with a balance exceeding 10 points, indicating room for further consolidation of the denomination within the channel”.
Collio enjoys a well-established position within the Italian HoReCa sector: awareness and distribution are among the highest in the still white wine category. 96% of operators say they know Collio wines and 81% include them on their wine lists, with consistent presence across all Italian regions. In the equation “hills equal quality”, Collio is the first territory that comes to mind. For 83% of operators, hillside white wines are of higher average quality than those produced on the plains. Collio is the hillside region most strongly associated with top-quality white wines (41%), ahead of the Hills and Mountains of Alto Adige (21%) and the Colli Orientali del Friuli (18%). This is also reflected in the criteria used when selecting wines: local or nearby origin ranks first, followed by the specific production area and the presence of a quality denomination.
Collio distinctiveness stems from its defining characteristics: it is an elegant, food-friendly and versatile white wine. Among its key strengths are its connection with hillside terroirs (50%), the recognition of the DOC denomination (49%) and its versatility in food pairings (45%). In sensory terms, minerality and elegance stand out most, followed by aromatic complexity, freshness and acidity. Forty-eight percent of respondents consider it suitable for gifting on a special occasion, 38% see it as perfect for any occasion and 32% regard it as ideal for everyday dining: a terroir-driven white wine combining distinctiveness and versatility.
While Ribolla Gialla, Friulano and Sauvignon are among the most widely recognized and listed wines, “overall, the denomination still has room to grow among non-users”, underlined Pantini. For 19% of respondents, the absence of Collio wines from wine lists is mainly due to a preference for other wine regions and, secondly, to a still limited knowledge of the wines themselves and of the territory. Increasing awareness of the region can strengthen the value of Collio, enriching its communication with culture and regional identity, especially through first-hand experiences for operators. Experiences are the key driver: “the most requested forms of support are visits to wineries and the territory (41%) - illustrated Pantini - followed by events and tastings reserved for professionals (39%), and initiatives in restaurants and wine bars with producers or distributors (38%)”. In terms of content, operators are calling for communication which transforms product knowledge into an experience and a story about the territory, highlighting the traditions, history and wine culture of Friuli Venezia Giulia and its native grape varieties. For his part, Luca Raccaro stressed the importance of wine tourism, both for its economic impact and the word-of-mouth promotion it generates. “Today, our landscape includes both large, well-structured wineries capable of offering a fully developed hospitality experience and smaller wineries that are not yet there. Our goal is to help the latter grow through training. We are a region of 1.2 million inhabitants with a significant tourism flow that extends well beyond the coast. Promoting Collio in the domestic market, which absorbs 70-80% of our wines, can also improve awareness of the region geographical location. There is still plenty of room to increase our visibility, and operators are primarily asking us to bring them here, to experience the territory firsthand. That is the work ahead in the coming years”.
“Collio Evolution” 2026 was dedicated to Pinot Grigio, the leading grape variety in Collio, with 320 hectares and 24% of the vineyard area, followed by Sauvignon Blanc (14%), Friulano (14%), Ribolla Gialla (13%) and Chardonnay (13%). “We chose a grape variety that is renowned worldwide and that finds a unique and distinctive expression in these hills - explained Lavinia Zamaro - our aim is to tell not only the story of a grape variety, but also of the territory which makes it special in its many expressions, demonstrating how Collio can evolve without losing sight of its roots”.
The encouraging results of this year survey follow the equally positive findings of last year consumer research. The Consortium next step will be to investigate perceptions of Collio wines and the Collio territory in international markets.