There are cities that seem made to host certain encounters. Lugano is one of them. Elegant without being pretentious, international yet still human-scale, with that distinctly Swiss blend of discretion, beauty, and appreciation for things done well. It is therefore no surprise that Franciacorta has chosen to return here for one of the most representative international events of its season.
On May 20, the Festival Franciacorta returns to Lugano: a day dedicated to the many expressions of the denomination, featuring tastings, meetings with producers, and tasting tables overlooking the lake. More than forty wineries will gather at the Hotel Splendide Royal in a now well-established format that successfully brings together industry professionals, journalists, and wine enthusiasts without excessive formality.
But there is something even more interesting behind this Swiss stop. Today, Lugano perfectly represents the way Franciacorta is choosing to present itself beyond Italy: not only through wine-focused events, but by entering broader contexts where the glass becomes part of a larger world shaped by travel, design, hospitality, and shared passions.
This is where Lugano Elegance comes into the picture — the classic car competition that, from May 21 to 23, will transform the city center into something resembling an open-air film set. Exceptionally rare cars, chrome details, elegant squares, rock’n’roll music, vintage markets, and a crowd moving naturally between automotive heritage and contemporary lifestyle.
In this setting, Franciacorta’s presence feels almost inevitable. It is the meeting of two worlds that share the same idea of elegance: attention to detail, appreciation for time, and a taste for quality that never needs to be flaunted. On one side, classic cars with their stories and timeless charm; on the other, a production method that has built its identity on patience, balance, and artisanal care.
The collaboration with Scuderia Classiche, which will later continue in Zurich with the 1000 Miglia Warm Up, confirms Franciacorta’s intention to establish a presence at international events capable of speaking to a broad and curious audience, one that experiences wine as part of a wider lifestyle experience.
“Lugano perfectly represents the direction we want to strengthen: international initiatives designed to create authentic connections with consumers in contemporary settings with strong experiential value,” says Emanuele Rabotti, President of the Franciacorta Consortium. “We are interested in being present in places where wine can engage with other passions and other languages, always maintaining authenticity and identity.”
More than just an event, Lugano offers a rather accurate picture of the moment Franciacorta is experiencing today: increasingly international and cross-disciplinary, close to the world of lifestyle and experiences, yet still rooted in the authenticity that remains its most recognizable trait.
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