Bosco del Merlo, a key winery within the Casa Paladin group and one of the pioneering producers in the Treviso region, has established a significant partnership with LILT (Lega Italiana per la Lotta Contro i Tumori), the Italian League for the Fight Against Cancer. This collaboration focuses on raising public awareness about healthier lifestyles to reduce cancer risks.
The initiative originated as part of Bosco del Merlo’s broader sustainability strategy, which encompasses environmental responsibility in vineyards and production, as well as social impact when their wines reach consumers. Francesca Paladin of Casa Paladin emphasized that their wines are intended to serve as ambassadors for important social values.
The winery’s rosé wines, particularly the Prosecco Rosé DOC and Pinot Grigio Rosé DOC, are linked to the project supporting women’s empowerment and the pink ribbon campaign led by LILT Treviso. Since the launch of The Life in Rosé initiative in 2018, approximately €41,200 has been raised through donations derived from sales, contributing directly to cancer prevention efforts and community empowerment activities.
In May 2025, The Life in Rosé team participated in the 11th edition of Treviso in Rosa, a fundraising run designed to increase awareness of women’s cancer risks. This event followed various activities in 2024, including free breast cancer screenings for Bosco del Merlo staff and benefit dinners at Rome’s Osteria dei Cappellari. The campaign also extended internationally, with promotion in major U.S. cities such as New York and Chicago through the collaboration with drinks distributor Massanois.
The ongoing partnership between Bosco del Merlo and LILT Treviso underscores a commitment to integrating health advocacy into the culture of wine, supporting both local communities and global awareness campaigns.
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