Across Europe, Geographical Indications (GIs) are crucial for enhancing food quality and fostering rural development, particularly in the wine industry. Official certifications like PDOs (DOCG and DOC in Italy) provide a legal framework that safeguards the connection between a product and its geographical origin. However, there has been a growing interest in alternative quality labels—those developed and promoted by various institutions—that can help local producers gain visibility and recognition.

This paper delves into the Torino DOC initiative, spearheaded by the Chamber of Commerce of Turin. The program focuses on selecting and promoting wines from provinces that already hold a DOCG or DOC status, intending to showcase their unique identity and help them tap into broader markets.

This research, conducted from January to May 2025, relies on a desk analysis that draws from three primary sources: regulatory and policy documents; communication materials from Torino DOC (including the website, social media, and printed guides); and a dataset collected via an online questionnaire, including information about the winery, wine production, prices, certifications (such as organic and SQNPI), distribution channels, and sustainability practices. An updated guide is expected by the end of 2025.

Initial findings indicate that Torino DOC enhances existing GIs by reinforcing values such as authenticity and a strong connection to the land. It also supports smaller wineries by providing curated promotions, tastings, and opportunities to participate in events and fairs.

Over time, some of the data will be utilised to track wine characteristics and their evolution, creating historical records that can aid research on climate change in viticulture. More broadly, this case illustrates how voluntary, transparent, and independent programs can bolster sustainable food systems and inspire similar initiatives in other regions.