An in-depth analysis of wine trends in Italy reveals interesting changes in consumer behavior, new government regulations and emerging challenges in the wine sector.

1. Generation Z and Wine: A Different Approach

The tenth edition of the analysis of wine trends in Italy is entitled "Finding the key to the problem". The data presented by Emanuele Di Faustino of Nomisma indicates a significant change in the preferences of Generation Z. Those under 25 drink less, favoring Spritz, followed by wine and cocktails. What is surprising is the lack of interest in small producers and terroir.

2. Changes in the Perception of Wine

Generation Z approaches wine in a unique way, focusing on healthiness, sustainability and exclusivity. They are not particularly interested in the provenance of the wine, ignoring the charm of the terroir. The peculiarity and rarity of the wine, especially in limited edition or from luxury collaborations, are more relevant aspects for them.

3. Revolution in Dealcolated Wines

The Italian Ministry of Agriculture surprised everyone by opening up to the production of alcohol-free wines, but excluding DOC and IGT. Dealcoholization can only take place at distilleries, raising concerns among producers. The decision is seen as a response to growing sales of low- and no-alcohol wines.

4. White Wine Crisis: A Global Problem

The World Bulk Wine Exhibition reveals a global production decline, with strong demand for white wine. The Italians, anticipating the problem, have stocked up on Spanish wine and must at competitive prices. The red wine market, however, is in crisis, with overproduction and stagnant prices.

5. Alcohol-Free Wine: An Illegal Trend in Italy

In the United States, "NoLo" (no or low alcohol) wines are on the rise, accounting for more than 42% of Italian wine sales. However, in Italy, labeling such products as "wine" is illegal. This unique scenario presents challenges and opportunities for Italian wineries.

6. Impact of Inflation on Wine Consumption

Inflation and the negative economic situation are influencing wine consumption. Despite an increase in the price of wine limited to 3.1%, Italian consumers are adopting strategies to deal with the situation, with a contraction in consumption in the first 9 months of 2023.

7. Changes in Purchasing Behavior

Wine retail sales in Italy reach 65 billion euros in the first nine months of 2023, partly due to inflation. Italians prefer to consume wine at home, reducing opportunities in the Horeca sector. Sparkling wines, especially those without denomination, are growing, while the interest of under 25s in no and low alcohol wines is growing.

In a context of radical change, the Italian wine sector is faced with new challenges and opportunities, pushing producers to adapt to remain relevant in an ever-evolving market.