Territorial Promotion and Voluntary Certification: The Case of Torino DOC in Supporting GI Wines

European Geographical Indications (GIs) represent a cornerstone of food quality policy and rural development, particularly in the wine sector. While EU certification frameworks such as DOC and DOCG provide legal recognition of origin and production rules, there is growing interest in voluntary, institutionally driven quality labels that support the visibility and valorization of these products. This study investigates the role of the Torino DOC initiative, a promotional and selective certification scheme led by the Chamber of Commerce of Turin, which highlights DOC wines from the province as part of a curated public strategy. By adopting a desk-based qualitative methodology, the research explores how voluntary public-led instruments like Torino DOC interact with formal GIs to enhance consumer trust, producer visibility, and territorial identity. The analysis is grounded in literature on food quality governance, institutional promotion, and regional branding in the agri-food sector. The case of Torino DOC illustrates how public institutions can bridge gaps between legal certification and effective market communication, particularly for small and medium-sized producers who may lack visibility in broader markets. Findings suggest that Torino DOC acts as a complementary certification that reinforces the values of terroir, authenticity, and controlled quality embedded in the DOC framework, while promoting the wines through curated selections, public tastings, and trade events. The study highlights the potential of such hybrid tools in enhancing the impact of EU GIs when embedded in multilevel governance models involving local institutions. This contribution aims to expand the debate on the role of voluntary schemes and institutional actors in promoting sustainable and identity-based food systems, offering a replicable model for other regions.