The message emerging forcefully this week from the Italian wine world is clear: wine can no longer simply defend itself. It must once again become a leader in change.
At the heart of the debate was Piero Mastroberardino's speech at the inauguration of the Academic Year of the Academy of Vine and Wine, which lucidly captured the current state of the sector.
Italian wine today finds itself caught between:
Yet, precisely within this critical phase, new strategic opportunities also emerge.
Global consumption is declining, but Italian wine remains central
According to OIV data recalled during the week, world wine consumption in 2024 fell to 214 million hectolitres (-3%).
The United States remains the world's leading market in terms of overall consumption, but is showing signs of slowdown and significant instability related to tariffs and inflation. Italy, however, remains among the countries with the highest per capita consumption in the world and continues to play a central role in international wine culture.
The real transformation, however, concerns the consumption model:
Italian large-scale retail trade confirms this trend:
Today's consumer is looking for:
He no longer buys wine “automatically”.
Sparkling wines and high-end wines drive the market
The week confirmed the consolidation of a very clear trend: the Italian wine that grows best is that with a strong premium identity.
The case of the Lunelli Group is a concrete example:
Brands like:
they are increasingly focusing on:
The message is clear: in the new global scenario, the winners are not those who produce more, but those who manage to build perceived value.
Geopolitics and the Hormuz Crisis: Wine Enters an Era of Permanent Uncertainty
One of the most pressing issues of the week concerns the effect of the international crisis on Italian wine.
Tension in the Hormuz area is generating:
Many large Italian companies are already registering:
Among the groups that have expressed concern:
The main risk today is not only the slowdown of the markets, but the loss of competitiveness caused by increasing costs along the entire supply chain.
Many operators also believe that increasing price lists could be a strategic mistake, because the international consumer is already under inflationary pressure.
Exports: a challenging scenario but new global opportunities
The United States remains the most sensitive market:
France is also suffering greatly:
But within this instability, new strategic directions emerge:
Italy today appears better positioned than other competitors thanks to:
In twenty years, Italian wine has gone from being the leader in 9 world markets to 46 markets.
The relationship between wine and society is changing
The cultural theme is now central.
Wine today is not just fighting a commercial battle, but also a narrative and identity battle.
Health campaigns, especially in Europe, are changing the perception of wine as a product, especially among young consumers.
The Italian supply chain, however, reacts with a very clear position:
Italy is trying to shift the paradigm:
from “wine to defend” to “wine to promote”.
Important in this regard is the institutional campaign supported by the Italian government together with the wine industry, with the aim of bringing wine back to the center of the Italian cultural narrative.
Cooperation and the risk of abandoning vineyards
Another strategic theme that emerged forcefully is the growing risk of vineyard abandonment.
The economic crisis in the sector is hitting hardest:
Italian wine cooperatives are becoming the true social bulwark of the system.
Cooperative wineries and consortia are taking action:
Among the most active entities:
The issue is not only agricultural:
Without vineyards, the economy, environmental protection, tourism, and territorial identity are lost.
CMO Wine and Investments: Over 323 Million to Support the Sector
Important signals are arriving on the support policy front.
For the 2026/2027 campaign, Italy will have at its disposal:
The Piedmont Region is also very active, having allocated over 7.6 million euros for international promotion, wine tourism, and territorial development.
The public strategy today focuses on:
