As global wine markets shift into a new cycle, several traditional estates known primarily for their reds are now seeing renewed momentum led by their white wine portfolios. The Italian family estate Zenato is one of them.
In an interview with Vino Joy News, second-generation proprietor Nadia Zenato revealed that thanks to the sustained rise of Lugana white wines, the Amarone-famous estate is entering a second growth phase. New international markets are opening, and Asia – particularly China – is becoming an increasingly important source of growth.
Although Zenato is best known today for its Amarone, the estate’s roots lie firmly in white wine. Founded in 1960 by the pioneering winemaker Sergio Zenato – widely credited with putting Lugana on the global wine map—the winery was an early advocate of the region and the potential of Trebbiano di Lugana, producing whites capable of ageing. It later expanded into Valpolicella, where it launched its flagship Amarone. Together, these whites and reds laid the foundation for Zenato’s enduring reputation for quality.
White Wine Demand Accelerates
“The rise in interest is not just local: many export markets – especially in northern Europe – have shown increasing appetite for fresh, versatile whites like Lugana. Our whites’ versatility and freshness resonate with consumers looking for lighter, food-friendly wines,” Zenato said.
She added that the estate’s whites continue to gain professional recognition, noting that the Lugana Riserva Sergio Zenato 2021 received 92 points from Wine Spectator, reaffirming its quality.
“So yes – I believe this growing demand reflects a broader shift: consumers are increasingly appreciating whites for their freshness, drinkability and ability to pair with a wide range of food, and our white portfolio is reaping the benefits of that shift.
I believe in an important development of the white wines also in China, where an important trend shift is going on. And a consolidation in mature white market as Japan.*”
Celebrating 65 Years
With its founding in 1960, Zenato celebrates its 65th anniversary this year—an important milestone marked by commemorative events throughout 2025.
At the 57th edition of Vinitaly, the estate introduced the limited-edition Amarone Archivio Storico 2013, the second release after inaugural 2008 vintage.
During the fair, Zenato also hosted a photography exhibition curated by Julia Carrillo, the latest artist supported by Zenato Academy. Sharing a passion for the arts and ongoing support of young artists, the Academy was set up in 2019 as a venue for study and experimentation in the arts, with a particular focus on photography.
“This type of initiative reflects our desire to promote not only wine as a product, but also the history, identity and culture behind each bottle,” Zenato explained.
A Challenging 2025 Vintage
Discussing the climatic conditions of 2025, Zenato acknowledged that it has not been an easy year. “No harvest is perfect: even in 2025, we had some challenging moments, but these allowed us to put all our experience to good use.”
The season began with unusually high temperatures in June, causing ripening to start roughly ten days earlier than average. Later in the season, intense rainfall arrived. In Lugana, a cooler July combined with late-summer rain required meticulous vineyard management to maintain fruit health. “This requires careful selection in the vineyard: for us, this means ‘choosing the plots carefully’, monitoring the grapes and deciding on the best time to harvest to ensure that every bunch arrives at the winery in top condition.”
Despite the challenges, rigorous vineyard work resulted in what appears to be a high-quality vintage. According to Zenato, grape health has been excellent, with ideal balance between ripeness, sugar and acidity.
“From a quality perspective, the 2025 harvest is described as ‘high level’, with wines expected to be fresh, savoury, long-lived and with intense, clean aromas.
Added to this is a strong commitment to sustainability: in Lugana, for 2025, approximately 87% of the vineyard area is certified according to environmental protocols.”
Asia Takes Centre Stage — With Optimism for Mainland China
Looking at global expansion, Zenato emphasised the rising importance of Asia.
“We have seen the Asian market remain an important area of interest and opportunity for Zenato – and there have certainly been encouraging developments over the last year or two.
Through our strategic partnership with Links Concept in Hong Kong, we have reinvigorated our presence in Hong Kong. Our partnership in Japan, South Korea, Thailand, Vietnam, and the Philippines still solid and we also started a national distribution in Indonesia. A promising market.”
She added: “We still positive about the area and about a recover of Mainland China market.”
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