Exploring Tenuta di Principe di Corleone's Strategy and Insights into the Evolving Asian Wine Market

We interviewed Leoluca Pollara, born in 1986, a member of the founding family and Sales Manager at Principe di Corleone — one of Sicily’s most prestigious and historic wineries — to talk about their presence and growth in the Asian markets.

Principe di Corleone: A story of a great passion, Corleone and the farming soul of Sicily

The beginnings and Timeline of Principe di Corleone is one of the historical realities of Sicilian wine, with more than a century of life behind it. The Pollara Family Mission, thanks to the commitment of several generations, has been able to create an entrepreneurial model that has its point of reference in the family business. The strength of a company is given by the ability to affirm a vision and consistently implement its success every day.

Is this your first time attending a demonstration in Asia?

This is our first time participating in Vinexpo Singapore, but it is not our first experience in Asia. We have already taken part in several other trade fairs across the continent. Asia represents a strategic area for our brand, and we are excited to further develop our presence in this dynamic and evolving market.

Which markets have been the most interesting and why?

Singapore, China, and Vietnam have proven to be particularly interesting markets for us. These countries are home to a growing number of highly educated consumers who value premium wines and have a strong appreciation for quality, authenticity, and origin. The increasing sophistication of wine drinkers in these regions aligns perfectly with our philosophy and product range. 

Which markets are the most established, and with what type of products?

The most established markets for us include those where there is strong recognition of Italian denominations and varietals. Specifically, our Nero d’Avola DOC Sicilia, Grillo DOC Sicilia and Syrah DOC Monreale have consistently resonated with consumers looking for structured, elegant red wines with a strong sense of place. These products embody both tradition and innovation, making them highly competitive in established markets.

Which markets offer the highest profit margins?

Generally, markets where consumers are willing to pay for provenance, quality, and organic certification — such as Japan, Singapore, and South Korea — tend to offer higher profit margins. In these regions, wine is often perceived as a lifestyle product and a symbol of refinement, making them ideal for premium positioning. 

Which markets are the most gourmet-oriented?

Singapore, Japan, and Hong Kong stand out as the most gourmet-oriented markets in Asia. These cultures place a high value on gastronomy and food-wine pairings, which creates an ideal environment for wines like our Angelica Grillo DOC Sicilia and Sophia Nero d’Avola DOC Sicilia, which complement both traditional and modern cuisine, including fusion dishes. 

How much do you invest in energy and promotion across different markets?

We strategically allocate resources across various markets through a combination of participation in international trade fairs, partnerships with local distributors, and digital storytelling campaigns. Thanks to the support of European Union-funded initiatives, we are able to enhance our visibility and share the essence of Sicilian winemaking with a global audience.

Why does Tenuta di Principe di Corleone stand out in the global wine market?

Principe di Corleone stands out for its deep-rooted heritage, commitment to quality, and authentic expression of Sicily’s terroir. We combine sustainable practices, native varietals, and modern winemaking techniques to craft wines that are both expressive and accessible. Each bottle tells the story of a unique land — volcanic, sun-drenched, and rich in biodiversity — and reflects our passion for excellence and tradition. Our presence in international markets is a testament to our ability to connect with consumers who seek not only a wine, but a meaningful experience.