Structural Decline in Consumption:
Red wine in Italy is experiencing a phase of structural decline, reflecting a global trend towards reduced sales volumes in established markets. However, the export sector continues to hold up, with Prosecco leading the way as the best-selling wine in the supermarket, even surpassing Champagne in France.
Need for Rationalization and Diversification:
To face current challenges, the Italian wine sector must focus on the rationalization of denominations, with over 520 PDOs and PGIs, and on the diversification of world markets. India emerges as a growth market, with a 500% increase in wine imports in 2023.
Global Challenges and Opportunities:
Industry challenges include climate change, pushing producers towards sustainable farming practices, and the exploration of new growing regions. However, there are still opportunities in younger consumers, who prefer higher quality and lower quantity, and in the growing segment of low-alcohol wines.
Future of Italian Wine:
The future of Italian wine requires a strategic vision that includes investments, knowledge of the markets and effective promotion. Collaboration between companies in the sector is essential to promote the quality of Italian wines abroad and to face the challenges linked to changes in consumer behavior and market dynamics.
In conclusion, despite the current challenges, Italian wine remains a pillar of the country's economy and a point of reference in the global wine scene, with growth opportunities deriving from the sector's ability to adapt and innovate.
