Italian Wine Region on the Rise: Irpinia Rejoins the Consortium with Donnachiara, and the first module of the Wine Business Academy Completes

These numbers demonstrate the strength of a group now comprising 24 businesses in 18 regions , committed to promoting local areas, supporting member companies, and promoting Italian wine on global markets, with a focus on new consumer trends and talent development.

"In 2025, the Italian wine market saw a further slowdown in consumption: home purchasing is more selective, daily consumption continues to decline, and the importance of special occasions is growing, where whites, rosés, and especially sparkling wines perform better than traditional reds," explains Roberta Corrà , President of the Consorzio Italia del Vino. "This isn't a collapse, but a constant erosion linked both to the cost of living and a cultural shift: the average Italian consumer drinks less , but chooses more carefully , prioritizing freshness, versatility, and drinkability."

The trend is also reflected abroad : the United States, Germany, and the United Kingdom, Italy's main markets, are seeing declining volumes compared to 2024, due to persistent inflation, increased caution in distribution, and the introduction of US tariffs on European wine. "Here too, demand favors the more contemporary segments, with Prosecco remaining the driving force of Italian exports and continuing to grow as a 'comfort' category even in times of economic uncertainty," Corrà continues.

Looking ahead to 2026 , the stabilizing inflation trend and the clearing of inventory in some markets suggest a more favorable scenario . "It's plausible to expect a moderate rebound in demand, driven by white wines and sparkling wines, and by more modern communication capable of engaging new consumer segments. Companies that can interpret contemporary languages and also speak to younger audiences will have an advantage. This is also why we launched the Wine Business Academy : a high-level training course for tomorrow's wine managers, in collaboration with Luiss Business School, which recently completed the first module," concludes Corrà.

The training program, supported by Gate 39, Veronafiere, Colangelo & Partners, and Wine Enthusiast, will see the selected participants—18 Italians and two internationals—engage in a curricular internship at Consortium companies and project partners from January 12th to March 13th. This experience will form the basis of the final project work. The graduation ceremony at the end of March will be followed by a press conference at Vinitaly 2026, during which the students who will be offered collaboration contracts will be announced.

Meanwhile, Italia del Vino continues to grow in terms of regional representation , announcing the return of Campania with the entry of Donnachiara . Founded in 2005 by Chiara Petitto, now President, and led by her daughter Ilaria Petitto, Donnachiara was born from the desire to transform the historic family property into a winery dedicated to her grandmother, Donna Chiara Mazzarelli Petitto. With vineyards in Montefalcione, between the Fiano di Avellino and Taurasi DOCG areas, and the historic Aglianico estate in Torre le Nocelle, in the heart of the Taurasi DOCG area, the company specializes in the three Irpinia DOCGs—Fiano di Avellino, Taurasi, and Greco di Tufo—in addition to the traditional Aglianico and Falanghina.