Envisioning2035: Is Italian wine still competitive?

These are the questions at the heart of the second edition of Envisioning2035 – Wine [R]evolution , the summit promoted by FreedL Group , scheduled for Thursday 4 June 2026 at the Terrazza Belvedere of Palazzo Regione Lombardia, in Milan.
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The second edition was born with a specific goal: to shift the discussion from analyzing the crisis to defining strategic priorities for the future of the supply chain . While Italian wine remains one of the most recognizable symbols of Made in Italy, production quality alone is no longer sufficient to guarantee international competitiveness. Today, companies' positioning also depends on organizational scale, economic and financial strength, commercial capacity, ability to interpret data, and clarity in consumer relations. Companies, managers, analysts, and experts in the wine sector will examine the major transformations reshaping the industry: from pressure on margins to access to international markets, to the evolution of distribution channels, human capital, and new consumption patterns.
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Panelists include Edoardo Freddi , CEO of FreedL Group, Pierluigi Catello , Executive Manager Food & Wine Industry and Head Hunter of Michael Page, Luca Castagnetti , Chartered Accountant of Studio Impresa, Riccardo Cotarella , President of Assoenologi, Lavinia Furlani , President of Wine Meridian, Federico Giotto , CEO of GiottoConsulting, Stevie Kim , Managing Partner of Vinitaly, Francesco Magro , CEO and Co-Founder of Winelivery, Alessandro Mutinelli , President and CEO of Italian Wine Brands, Ettore Nicoletto , Wine Industry Expert, and Denis Pantini , Head of Nomisma Wine Monitor.
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Unlike a traditional conference, Envisioning2035 will adopt a format based on guided dialogues . Fabio Piccoli , editor-in-chief of Wine Meridian, will moderate discussions between pairs of speakers who will approach the same topic from different perspectives : business and market analysis, product and governance, exports and international retail, wine tourism and human capital, consumer data and communication. The goal is to highlight the real tensions that exist within the supply chain, moving beyond purely celebratory interpretations and prepackaged solutions to provide a more accurate picture of the sector's dynamics. The value of the meeting lies in the opportunity to compare entrepreneurial experiences, economic insights, and market visions, with an approach designed to appeal to both the specialized press and business media attentive to the evolution of Made in Italy supply chains.
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"Italian wine is entering a phase where competition is no longer based solely on product quality, but on the ability to understand and manage increasingly complex and fragmented markets. Today, what makes the difference are business models, company structure, and the speed with which they can adapt their offerings to changes in international consumption," says Edoardo Freddi . " Envisioning2035 was created for this purpose: to compare different experiences and visions of what is truly changing in the supply chain, beyond consolidated narratives and with a concrete focus on the strategic choices that will determine the sector's competitiveness in the coming years."
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Envisioning2035 is therefore intended as a working platform for the future of the Italian winemaking system . Not a celebratory moment, but an observatory on the structural transformations of the supply chain : from the winery to the market, from the product to the consumer, from territorial narrative to the ability to build more solid, understandable, and suitable business models for the next ten years.

Envisioning2035 – Wine [R]evolution in brief
When: Thursday, June 4, 2026
Where: Belvedere Terrace, Lombardy Region Palace, Milan
Access: reserved for industry professionals and the press, in person or via streaming upon registration
For information and registration: www.envisioning.wine