Roero DOCG Tasted by Wine Pros at TEXSOM 2026

Roero DOCG was showcased at TEXSOM 2026 in Texas through a masterclass, guided tastings and an exhibition space, giving wine professionals a look at the appellation’s range. The presentation aimed to build awareness for Roero in a fast-growing U.S. wine market as part of the EU-backed Sip and Savor campaign.

Why it matters: - Roero DOCG gained exposure before wine buyers, educators and other trade professionals at TEXSOM 2026, one of North America's leading wine education conferences. - The presentation was designed to strengthen awareness of Roero in Texas, a market described as increasingly important for premium imported wine. - The effort supports broader U.S. and Canadian promotion of European wines and deli meats through the Sip and Savor campaign.

What happened: - A wide selection of Roero DOCG wines was presented at the TEXSOM 2026 Trade Tasting & Exhibition in Texas. - The showcase was part of the Sip and Savor: Pairing European Wines and Deli Meats campaign. - Participants explored the appellation through a masterclass, guided tastings and a dedicated exhibition space. - Dana Beninati, a chef, sommelier and wine educator, led visitors through the wines and the Roero production area.

The details: - The tasting included Roero Arneis DOCG, Roero Arneis DOCG Riserva, Roero Rosso DOCG and Roero Rosso DOCG Riserva. - The selection was meant to show the breadth of styles and winemaking approaches within the Roero production area. - The presentation highlighted how the same territory can produce notably different wine expressions. - Roero DOCG is built around Nebbiolo and Arneis, which shape the appellation’s identity. - Alessandro Costa, president of the Consorzio Tutela Roero, said Texas offers an ideal platform to reach professionals who value education and authentic wine stories. - Costa also said international education and trade dialogue are key to strengthening recognition of Roero DOCG worldwide. - Sip and Savor is a three-year campaign by Consorzio Tutela Roero and Istituto Valorizzazione Salumi Italiani, co-funded by the European Union. - The campaign promotes European wines and deli meats in the U.S. and Canada. - The organizers describe the campaign as an invitation to explore cultural and sensory richness through exclusive content, events and experiences across North America.

Between the lines: - The TEXSOM appearance suggests Roero is using trade education, not broad consumer marketing, to build category awareness. - Texas is becoming a strategic target because it combines a large premium-wine audience with an engaged trade community. - The focus on multiple expressions of the same appellation signals a push to position Roero as a distinctive, nuanced wine region rather than a single-style category.

What's next: - Sip and Savor will continue its North American program with additional content, events and experiences in the U.S. and Canada. - The campaign’s digital channels will carry updates on future initiatives. - More information is available on the campaign website More information.