HEDONIST and RESPONSIBLE: the new wine consumer and a new RED in the glass - News at Vinitaly

Here is the wine that seems to respond to the hedonistic and responsible approach of young consumers that emerges from the survey presented yesterday on the occasion of the launch of the 58th edition of Vinitaly.

GenZ loves red wines , drinks less frequently but drinks better and is attracted by new things

The new Carpineto wine that will be presented at Vinitaly 2026 , the first low-alcohol label from the well-known brand of great Tuscan reds, seems to fit this profile perfectly.

Lively and convivial, full of energy, it's all about conscious and carefree drinking: enjoy it with friends and share the sparkling side of life, but safely. Drink casually but responsibly.

Who said young people don't drink? Or are they to blame for the decline in wine consumption? A somewhat surprising picture emerges. According to the UIV-Vinitaly Observatory, consumption isn't declining, but rather, consumption patterns have changed. People drink less on a daily basis, but their consumption is growing (despite demographically fewer young people), and they're drinking better and on occasions other than those that have traditionally tied wine consumption primarily to the table.

More aware, more moderate, but also more hedonistic and responsible consumers, attentive to the quality of consumption.

Generation Z's relationship with wine is driven by curiosity, "the pleasure of that taste," and self-affirmation and recognition; social perception also plays a role, and people drink because "it's fashionable."

It's no coincidence that people drink out of the house, at restaurants or wine bars, and without much thought about the cost: occasional consumption is growing.

Occasionality and moderation in quantities are therefore the two most important factors.

What do they like, what do they drink? Another surprise: red wines and solid, structured appellations are the top choices. At the same time, however, alternative formats are arousing curiosity. Gen Z is very attracted to new things.

"I've been thinking and working for a long time on a wine that, while retaining all the best characteristics of wine, would also respond to new lifestyles and consumption patterns. Up with the spirit, down with the alcohol, we might say... I've finally succeeded," says a satisfied Caterina Sacchet , winemaker and co-producer with Antonio Michael Zaccheo of Carpineto .

“ O'riginove is a young wine, 85% Sangiovese plus native vines , with a refermentation that takes place in an autoclave at very low temperatures to maintain the aromatic component, an explosion of aromas .

It has such low residual sugar that it is classified as a brut . The alcohol content is kept lighter by choosing the right harvest time. This way, you don't sacrifice quality because you continue to drink naturally low-alcohol wine, nor sustainability because the wine is not manipulated subsequently to reduce its alcohol content. Instead, the sparkling character comes from the natural refermentation of the yeasts. Authentic, sustainable, pure in the best sense of the word,” says Caterina Sacchet .

Extroverted, optimistic, innovative, O'riginove represents sustainable “luxury” : pleasure and fun, yes, but while still feeling good.

“ Carpineto ’s new low-alcohol sparkling wine is designed especially for Generation Z , curious and aware consumers who, when they choose to drink wine, look for authentic wines that say something beyond the sip, and are lighter.

But lifestyles are changing, not just among the younger generation, and this is a wine capable of combining the pleasure and joy of drinking wine with a greater lightness and ease, making it suitable for drinking in company or out. People who love conviviality and well-being, who know what to drink and choose to drink light and sustainable,” is how Antonio Michael Zaccheo defines the typical O'riginove consumer.

The choice of this wine reflects the choices and the production vision of Caterina Sacchet and more generally of the second generation of Carpineto , tied to tradition but also open to new experiments and change.

The label , like many of the labels in Carpineto's younger line, features a significant amount of color; it instils cheer, expressing joy, and the pleasure of being together and drinking together . The same goes for the crown cap, designed specifically for this wine and echoing the label design, with the same playful silhouettes in bright, acidic colors. These corks will change colors cyclically, making it almost fun to find different ones. A bit like the wire cages on Carpineto sparkling wines, whose colors are always changing.

O'riginove HOW IT IS

With a brilliant ruby red color , O'riginove is very lively in the glass, with delicate aromas of fresh red fruits, such as cherry, blackberry, and currant , which precede a light and harmonious sip, leaving a long floral finish supported by the beautiful tannic structure, typical of Sangiovese. It is bottled very early, at very low temperatures, to preserve the aromatic component that makes it versatile, even in terms of food pairings.

An alternative, unconventional aperitif—or rather, the O'riginove aperitif ! Excellent chilled, it pairs well with traditional or ethnic finger foods. Its fruity notes and lively freshness enhance small bites, tantalizing the palate.

The color pairing isn't a whim; it's an unusual but surprisingly successful pairing with tuna tartare or shellfish stew. It's a perfect match with spicy finger food like pulled pork or a bao stuffed with duck confit. Or even simply with a vegetarian wrap. It's always ideal with a country snack or a classic platter, adding aroma and lightness.

In short, a festive wine, easy to drink at many different times of the day: at a party with friends or at the counter of a bistro in the city, at a picnic on the grass or on the beach at sunset when even the sky is ablaze and it's a celebration anyway.