Enough talk about the crisis.
We need to build the future.
Italian winemakers have launched a call to the industry: abandon negativity and imagine a new Renaissance of Italian wine.
The message comes at a complex time.
Markets are more competitive, geopolitical tensions create uncertainty, and consumption is growing less rapidly than in the past.
But this is precisely why a new vision is needed.
Italy continues to have strengths that no competitor possesses:
The challenge is not to defend the past.
The challenge is to enhance it in a modern way.
Digital communication, hospitality, sustainability, technological innovation, and internationalization represent the tools of the new Renaissance.
This is not the first time that Italian wine has undergone a transformation.
Each time he came out stronger.
The same thing could happen this time too.
