The style of consumption highlighted by a sample of 2,400 young people belonging to the Millennials (those born between 1980 and 1995) and Generation Z (those born between 1996 and 2005) is decidedly oriented towards favoring red wine.
Wine and Culture
Presentation of the new 23/24 Focus of the Green White Paper
Sustainability
After the recent conclusion of important sector events such as Prowine and Vinitaly, the panorama of Italian wine is emerging with greater clarity.
Traceability
The Italian wine scene is reflected in a global context of challenges and significant changes, highlighted by the most recent data and events.
Traceability
The Italian wine sector is faced with a series of challenges and opportunities that shape the wine landscape in 2024.
Traceability
Based on the latest news and data available as of early December 2025 — with projections for the period December 1, 2025 – March 31, 2026.
Traceability
The first full week of March 2026 shows an Italian wine sector struggling to hold on: it's not collapsing, but it's teetering on the edge between a structural decline in volumes, pressure on margins, geopolitical and trade uncertainty (tariffs/key markets), and shifting consumption patterns driven by new habits and health concerns.
Traceability
The Italian wine sector is currently undergoing a structural transformation that simultaneously affects production, consumption, international trade, and market models.
Traceability