Envisioning2035 returns to Milan: Italian wine rethinks competitiveness

Envisioning2035 – Wine [R]evolution returns to Milan for its second edition. The summit, promoted by FreedL Group, will be held on Thursday, June 4, 2026 , at the Terrazza Belvedere of Palazzo Regione Lombardia. It will bring together companies, managers, and experts from the wine sector to discuss the transformations impacting the competitiveness of Italian wine: evolving consumption patterns, international markets, new languages, sustainability, digitalization, and positioning strategies.
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The event is open to the press and industry professionals, with the option of attending in person or following the proceedings via live streaming upon registration. After an initial edition culminating in the drafting of a positioning paper , Envisioning2035 opens a new phase of discussion , with the aim of broadening the debate to include different expertise and drawing attention to some operational priorities for the supply chain .
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Confirmed panelists include Edoardo Freddi , CEO of FreedL Group; Alessandro Mutinelli , President and CEO of Italian Wine Brands; Denis Pantini , Head of Nomisma Wine Monitor; Ettore Nicoletto , Wine Industry Expert; Francesco Magro , CEO and Founder of Winelivery; Pierluigi Catello , Executive Manager of Food & Wine Industry and Head Hunter of Michael Page; Federico Giotto , CEO of Giotto Consulting; and Lavinia Furlani , President of Wine Meridian. The meeting will be moderated by Fabio Piccoli , Editor-in-Chief of Wine Meridian.
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The summit will focus on the need to more clearly understand the current Italian wine landscape . Production quality alone is no longer enough to ensure market relevance: consumption habits are changing, distribution channels are shifting, the influence of digital languages ​​is growing, and an increasingly evident gap is opening up between the traditional narrative of wine and the actual perception of consumers, especially among younger generations and in international markets.
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"Italian wine is experiencing a phase in which exchanges, languages, and consumption patterns are evolving more rapidly than the industry's ability to interpret them. The risk isn't a lack of quality, but a loss of relevance to new audiences and contexts," says Edoardo Freddi , CEO of FreedL Group. " Envisioning2035 was born as a place for concrete discussion : to understand where value is shifting, what strategies are needed to remain competitive internationally, and what priorities the industry must address together."
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Envisioning2035 – Wine [R]evolution therefore presents itself as an observatory and a platform for dialogue on the future of the Italian wine system . The goal is to connect entrepreneurial experiences , market visions, and strategic interpretations of change, moving beyond a purely celebratory approach to focus the discussion on competitiveness, shared responsibilities, and the supply chain's ability to adapt.

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

FreedL Group
FreedL Group is a family-owned Italian multinational company active in investments and holdings in the food and beverage sector. Founded in 2018 by Edoardo Freddi, an entrepreneur and manager specializing in Italian wine exports, FreedL Group offers Italian producers a solid platform to enter international markets and supports brands and businesses in their growth and positioning. Operating in 115 countries, it sold 50 million bottles in 2024.