Canadians are falling in love with the authentic taste of Tuscany, a testament to European quality. This year, two of the most respected European producer groups, the Consorzio Vino Nobile di Montepulciano and the Associazione Produttori Olivicoli Toscani (APOT), are sharing their story through the European Union-funded campaign Savour Quality from Europe.
The campaign celebrates craftsmanship, authenticity and sustainability by connecting Canadians with the winemakers and olive growers who represent the heart of European culture. Canada is becoming one of the most exciting destinations for premium European food and wine. Consumers here want products that tell a story: where they come from, who makes them and why they matter.
The Consorzio Vino Nobile di Montepulciano and APOT see that as a perfect match for the way they’ve always worked: with respect for land, tradition and craftsmanship. Earlier this year, the two organizations hosted seminars and walk-around tastings in Toronto, Ont., and Montreal, Que., giving Canadian trade and media an up-close look at what makes these products special.
The Consorzio Vino Nobile di Montepulciano was founded in 1965 and represents producers of Vino Nobile di Montepulciano DOCG, Rosso di Montepulciano DOC and Vin Santo di Montepulciano DOC. Vino Nobile is made mainly from the Sangiovese grape (known locally as Prugnolo Gentile), grown on the sun-kissed hills of Montepulciano in southern Tuscany. The vineyards sit between 250 and 600 metres above sea level, where sandy and clay soils help create wines known for depth, balance and longevity.
In 1980, Vino Nobile became the first Italian wine to earn DOCG status, Italy’s top quality designation. Today, the Consorzio continues to lead the way in sustainability. The entire Montepulciano denomination is certified under Equalitas, an internationally recognized standard that measures environmental and social responsibility across the region.
The newest chapter in the Vino Nobile story is the Pieve classification, officially recognized in 2025. The first vintage from the 2021 harvest marks a new level of quality that celebrates the diversity of Montepulciano’s vineyards. The classification highlights 12 historical zones, each linked to an ancient parish area. To qualify, vines must be at least 15 years old and wines must contain at least 85 per cent Sangiovese. Each Pieve bottling reflects the unique soils, exposure and heritage of its parish, giving wine lovers an authentic taste of place.
The Savour Quality from Europe campaign is about more than introducing products. It is about celebrating the values that Canadians and Europeans share, such as sustainability, craftsmanship and curiosity about the world. As autumn unfolds across the country, Canadians are invited to bring a taste of Europe to their tables. A glass of Vino Nobile di Montepulciano can transform any meal into something memorable.
