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MENTOR – The new global frontier of Made in Italy

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When technology, taste and young ambassadors meet the world.

A new need is emerging in the world of luxury and fine dining: it’s no longer enough to sell an excellent product, it needs to reach exactly the right person.

Made in Italy agri-food products—wine, oil, pasta, cured meats, cheeses, and agricultural products—represent one of the European economy’s most valuable assets. However, this heritage suffers from two major problems:

  • international counterfeiting , which subtracts value from authentic products
  • a commercial chain that is too long , which often distances the producer from the final consumer

From this need, the MENTORE Project was born, an innovative model that combines technology, young professionals, and international trade to create a new form of direct distribution of certified Italian products.

It’s not just about exports.

It’s about sensorial profiling of the consumer and targeted delivery of the perfect products for him .

The technological heart: the “electronic nose and palate”

The project is based on a portable electronic device capable of analyzing a person’s olfactory and gustatory characteristics.

The system uses two different probes :

  • one dedicated to olfactory analysis (nose)
  • one dedicated to taste analysis (mouth)

The device collects chemical data relating to the individual’s sensory response and sends it via a smartphone app to a central server in the cloud .

gustatory_olfactory_analysis_pro…

The process takes place in several phases:

  1. collection of aromatic components through the olfactory probe
  2. analysis of the taste response using the second probe
  3. processing of the person’s sensory data
  4. comparison with a database of certified products
  5. generating a personalized taste profile

This system creates an individual sensory map that allows you to pinpoint exactly which wines, oils, cured meats, pastas, or other Italian products are most compatible with your preferences.

In essence, the technology does something that no trading system does really well today:

translates human taste into scientific data usable by the market.

Wine Mentors: A New International Profession

Technology alone is not enough.

It needs a network of people to take it to the world.

The project envisages the creation of a structure composed of 500–700 trained young graduates , called:

Wine Mentor

The word Mentor comes from classical tradition and indicates a trusted advisor, a competent guide .

The Wine Mentor thus becomes an ambassador of Italian taste.

His work consists of:

  • visit customers around the world
  • perform olfactory and gustatory analysis with the device
  • collect customer sensory data
  • suggest the most suitable Italian products
  • manage the relationship between customers and producers

The Mentor is not a traditional salesman.

It is a hybrid figure between:

  • sensory consultant
  • cultural ambassador of Made in Italy
  • commercial facilitator

Each Mentor will be identified via a digital card and wearable device (e.g. electronic bracelet) that records activities, contacts and transactions within the central system.

A global digital platform

The system will be coordinated by a central multi-cloud technology platform that integrates various functions:

  • customer database
  • certified product database
  • supplier database
  • system for matching tastes and products
  • international e-commerce

After sensory analysis, the system automatically suggests the products most compatible with the person’s profile.

The customer will then be able to:

  • receive a personalized selection
  • purchase directly through the platform
  • receive products with rapid logistics

The goal is to create a short supply chain, where:

the Italian producer meets the global end consumer directly.

A new way to sell wine (and more)

The project was born with wine, but the model can be applied to many products.

Among the main ones:

  • Italian DOC and DOCG wine
  • extra virgin olive oil
  • artisanal pasta
  • DOP cured meats and cheeses
  • premium agricultural products
  • preserves and regional specialties

In the future the system could become a complete ecosystem of Italian taste .

A customer in New York, Dubai, or Singapore could have their own digital sensory profile and automatically receive Italian products perfectly matched to their tastes.

Fight against counterfeiting

One of the most important effects of the project concerns the protection of Made in Italy.

When a client enters the Mentor system:

  • buy only certified products
  • receives directly from the producer or from a controlled supply chain
  • avoid imitations and fake products

This creates a business network where authenticity becomes part of the service .

Opportunities for young professionals

The project also has a strong social and economic dimension.

It could create hundreds of new professional opportunities for young graduates in:

  • economy
  • oenology
  • agriculture
  • marketing
  • gastronomic sciences
  • hospitality

The Wine Mentor thus becomes a new international professional figure linked to the world of taste and Italian food culture.

Towards a new export model

Today, a large part of agri-food exports still follow traditional models:

producer → distributor → importer → restaurant → customer

The Mentor system proposes a different paradigm:

producer → platform → Mentor → client

Fewer steps.

More relationship.

More customization.

Conclusion

The Mentor Project represents a new vision for Made in Italy.

It doesn’t just export products.

Export experience, knowledge and taste customization .

A system where technology, young talent, and agri-food tradition meet to create a new global distribution model.

In an increasingly digital and competitive world, Italy’s real advantage could be precisely this:

transform taste into relationship and relationship into value.

Wine press review for Friday March 13 -2026

with:

Italian wineries, Italian wine producers, and current wine news.

Italian wineries

MASI launches the King’s Pinot Noir from Oltrepò Pavese

In preparation for Vinitaly, the Masi Group presents Pinot Noir del Re , the first still Pinot Noir produced on the Tenuta Casa Re estate in Montecalvo Versiggia, acquired in 2023. The wine is made from a clonal selection across 15 hectares of vineyards and is aged for six months in oak. This project strengthens the Verona winery’s presence in one of Europe’s most renowned Pinot Noir regions.

Valdo celebrates 100 years of innovation and new strategies.

The centenary of the historic Valdobbiadene sparkling wine house coincides with an important strategic phase:

  • A return to still wines thanks to the acquisition of Friuli’s I Magredi
  • launch of the non-alcoholic sparkling wine Purø
  • consolidation of Prosecco production on 150 hectares of vineyards .

Cantina Valpolicella Negrar: Historic Management Change

Christian Zulian becomes the new general manager with technical responsibilities, while Carlo Callari takes over the winemaking department. This concludes the era of Daniele Accordini, a key figure in the cooperative’s development over the past thirty years.

Cantina Valle Isarco celebrates 65 years of Alpine viticulture.

The South Tyrolean cooperative, founded in 1961 and today made up of over 100 members, represents one of the most interesting models of mountain viticulture , with vineyards between 250 and 1000 metres above sea level.

Forbes names Fattoria di Grignano among the 100 most iconic wineries.

Tommaso Inghirami’s company has been included in the Iconic Wineries 2026 list, a recognition that recognizes not only the quality of its wines but also innovation and protection of the local area.

Italian wine and Italian oenology

Horeca 2025: Aperitifs and premiumization drive the market

According to data from the CDA consortium, the out-of-home drinks market will record in 2025:

  • 0.66% in value
  • -0.92% in volume

A balance supported by prices and consumer mix. Lighter, more experiential options are growing, with a strong emphasis on aperitifs.

Italian wine exports close 2025 with a decline

The UIV Observatory records:

  • total exports 7.78 billion euros (-3.7%)
  • volumes -1.9%

The main causes are:

  • tariffs and dollar devaluation
  • drop in demand in the USA (-9.2%)
  • contractions in the UK, Canada and Switzerland.

However, some European markets such as Germany, France and the Netherlands are holding up.

The debate on the Italian “fine wine” model

A critical reflection is emerging in the international press: has Italian wine really surpassed the French model or has it simply adapted the commercial concept of fine wine , based on rarity, longevity and collectible value?

Walter Massa relaunches the debate on Gutturnio

The Colli Tortonesi winemaker criticizes the commercial use of the Gutturnio name for inexpensive sparkling wines, arguing the need to promote it as a great still red wine with strong ties to the region.

Cooperatives under accusation in the Piedmont debate

Former president of the Barolo Barbaresco Consortium Matteo Ascheri attributes part of the difficulties facing Piedmontese wine to the cooperative wineries, accused of failing to innovate their production system sufficiently.

The Barolo Consortium defends the Langhe system

President Sergio Germano responds to a dossier on vineyard labor management, emphasizing that many estimates of undeclared work are theoretical and do not represent the actual production situation in the Langhe.

Landslides in the UNESCO Prosecco Hills

The Association for the Heritage of the Conegliano Valdobbiadene Hills is calling for faster interventions to restore slopes affected by landslides following extreme weather events.

Agri-food exports from the province of Cuneo

In 2025, the primary sector will reach 4.6 billion euros , with strong growth in Poland and good performances in Russia and Israel.

International

After Campari, Kunze-Concewitz invests in non-alcoholic beverages

The former CEO of the Campari group is participating in the venture builder Liquide Ventures , a project dedicated to the development of new non-alcoholic and low-alcohol brands, a segment experiencing strong growth among younger consumers.

Bollinger 2018 arrives in Italy with Meregalli

La Grande Année 2018 and La Grande Année Rosé 2018 are making their debut on the Italian market, champagnes aged on the lees for over seven years and vinified in used oak barrels.

Fantini named best Italian producer at Mundus Vini 2026

The Abruzzo winery wins the title of Best Italian Wine Producer and numerous awards, including:

  • Best of Show Montepulciano d’Abruzzo
  • Best of Show Castile-La Mancha White.

A shower of medals for Cantina Valtidone

The Emilian cooperative conquers:

  • 3 golds and 1 silver at Mundus Vini
  • 2 golds at the Berliner Wine Trophy.

Double international gold for Sardinian Syrah

The Marganai wine from the Arriali winery in Iglesias won gold at both the Berliner Wine Trophy and Mundus Vini 2026, rewarding a winemaking project that combines Syrah and Carignano.

Wine events

Slow Wine Fair 2026: Community and Sustainability

At the fair organized by Slow Food, the area dedicated to the Slow Wine Coalition stood out, a space for discussion on biodiversity, agricultural work and sustainability of the supply chain.

Best Wine Stars 2026

From May 16th to 18th, the international event returns to Milan at the Palazzo del Ghiaccio, featuring tastings, masterclasses, and professional meetings.

DiVinNosiola 2026

On March 27th in Trentino, a masterclass led by Giuseppe Carrus will compare two iconic grape varieties: Nosiola trentina and Albana di Romagna .

Cantina Jazz in Pisa: wine and music

The “Five Wednesdays of Emotions” series combines tasting and sensory exploration of wine, music, and neuroscience.

Wines of the Heart in Genoa

The event dedicated to micro-productions and rediscovered grape varieties confirms the growing attention towards distinctive and niche wines.

Harrykuminciamu: Solidarity Tasting in Sicily

Assovini Sicilia is organizing a large tasting in Catania on March 28th to support businesses affected by the cyclone that damaged the coast.

New languages for telling about wine

The Affinamente cultural format brings psychology, music, and storytelling into the cellars, a sign of an increasingly experiential approach to wine communication.

In summary: the strategic signals of the week

Three dynamics clearly emerge:

1. Changing aperitif and non-alcoholic beverage consumption and premiumization are reshaping the market.

2. Wine is moving towards less volume, more identity, territory and storytelling.

3. Wine becomes a cultural experience: events, tourism, music, storytelling, and sustainability are now an integral part of the product.

Wine is no longer just agriculture. It is becoming a cultural and economic ecosystem .

And it is precisely here that the great strategic opportunities for wineries and territories are being played out today.

Wine Trends and Performance in Italy. Weekly Summary – March 9-13, 2026

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The Italian winemaking system is experiencing a fragile equilibrium, characterized by still-full cellars, declining global consumption, and more unstable international markets.

The sector remains structurally solid, but is entering a new economic cycle in which production flexibility, market diversification, and business model innovation are becoming decisive factors.

Cellars full: the problem is not production but the speed of sales

According to the ICQRF’s Cantina Italia report, in February 2026, Italian cellars held approximately 58.6 million hectoliters of wine , in addition to 6 million hectoliters of must . Compared to 2025, stocks increased by 5.8% , confirming a trend that had already emerged in previous months.

This level of inventory is not due to a particularly abundant harvest: 2025 production stopped at around 44.3 million hectoliters , in line with the previous year. The real critical factor is therefore the slowdown in the rate at which wine is absorbed by the market .

The trend reflects a broader phenomenon: world consumption fell from 276 million hectoliters in 2019 to around 227 million in 2024 , signaling a structural shift in global demand.

Slower consumption and new consumer behaviors

In mature markets—Europe and North America—wine consumption is changing. Among the main factors are:

  • greater attention to moderation and health
  • growing competition from other beverages
  • new social models of consumption
  • generational changes in habits

In the Horeca channel, data from the CDA consortium show a stable but changing market: in 2025, out-of-home beverage sales grew slightly in value (0.66%) , but fell in volume (-0.92%) .

The consumer mix is shifting toward categories perceived as lighter or more experiential. The following are growing:

  • aperitifs and vermouth (9.39% value)
  • energy drink (9.17%)
  • short-term consumption formulas such as aperitifs and lunch breaks.

Traditional evening consumption, on the other hand, tends to lose its centrality.

Exports: the slowdown in the United States weighs on the sector

International trade in Italian wine remains strong but shows signs of slowing.

In 2025, Italian exports closed at 7.7 billion euros , with a decrease of -3.7% compared to 2024 and approximately 300 million euros less .

The main cause is the decline in the US market, the primary commercial outlet for Italian wine. In the United States:

  • overall wine imports decreased by approximately -12% in value
  • Italian exports lost approximately -13.2% , falling to 1.8 billion euros .

Several simultaneous factors were at play:

  • tariffs introduced by the Trump administration
  • devaluation of the dollar
  • reduction of internal consumption
  • process of clearing out stocks accumulated after the pandemic.

To keep prices competitive, many producers have absorbed part of the duties by reducing margins.

New markets and export geographies

The contraction of the United States is pushing Italian wine to seek new trade routes.

In 2025, the markets with the most dynamic signals are:

  • Brazil , the only major market growing in both volume and value
  • South Korea , with increasing wine imports
  • Eastern European countries such as Poland and the Czech Republic
  • emerging markets in Southeast Asia such as Vietnam and Thailand .

Despite these opportunities, many major global markets – China, Japan, the United Kingdom and Switzerland – still saw slowdowns in purchasing.

Strategies for managing surpluses

The issue of inventories brings the question of managing production potential back to the fore.

There are various tools available to the sector:

  • product storage pending better conditions
  • downgrading of wines from denomination to lower categories
  • distillation as an emergency tool
  • uprooting of vineyards to reduce production capacity.

Many consortia, however, underline that the drop in consumption is no longer a temporary phenomenon but a structural trend .

Wine tourism and direct sales: levers of value

In this context, models that bring the producer closer to the consumer become increasingly relevant.

Wine tourism represents one of the most important levers: according to Roberta Garibaldi’s report, for some Italian wineries the tourist experience can generate up to 60% of profits , while for approximately half of the companies it contributes up to 30%.

At the same time, interest in direct online sales (D2C) is growing. In the European market, this method can guarantee margins of up to 70% , compared to the 25–30% of traditional shelf sales.

A sector that needs to become more flexible

The debate currently raging in the wine world converges on one point: the production system must become more flexible.

In a global market characterized by geopolitical volatility, consumption fluctuations and cultural changes, the Italian wine sector will have to:

  • adapt production to demand more quickly
  • diversify markets and sales channels
  • develop integrated models between wine, tourism and experience
  • improve communication towards new consumers.

Wine press review for Thursday March 12 -2026

with:

Italian wineries, Italian wine producers, and current wine news.

Italian Wineries

Paololeo grows despite the difficult market

Cantine Paololeo closed 2025 bucking the industry trend: turnover grew by 9.8% , reaching 25.3 million euros . Domestic sales reached 16.8 million (4.5%) , while exports grew by 15% , to 8.5 million euros . Total production was 6 million bottles . The Apulian company’s strategy is based on market loyalty and commercial flexibility.

Letrari celebrates 50 years of Trentodoc

The Trentino-based Letrari winery is celebrating half a century of activity. Founded by winemaker Leonello Letrari , a leading figure in Alpine sparkling wine, the company was a pioneer of Trentodoc and contributed to the innovation of Italian wine as early as the 1960s with the celebrated Fojaneghe , one of the first Italian Bordeaux blends.

Sankt Pauls Winery Turns 120

A historic Alto Adige cooperative with 190 members and 185 hectares of vineyards , the Sankt Pauls winery continues to evolve. In 2023, it obtained Sqnpi certification for integrated production and welcomed the new Kellermeister Philipp Zublasing , strengthening the quality of its Pinot Blanc.

Skywalker: Umbria between territory and international vision

The Viandante del Cielo winery on Lake Trasimeno was born from the redevelopment of an abandoned property by the Californian group Skywalker Vineyards, founded by George Lucas. The estate encompasses 24 hectares (4 hectares under vine) and focuses on promoting local grape varieties with an international vision.

Masseria Barone, an underground cellar in the Comino Valley

In Atina, Lazio, Masseria Barone is an example of winemaking architecture integrated into the landscape. The winery was designed as a “modern cave,” aiming to combine production, tasting, and respect for the land.

Roccabianca: Organic Nebbiolo for the New Generation

The Roccabianca winery offers an organic Nebbiolo model geared towards sustainability and communication with Generation Z. Their philosophy: moderate consumption, soil management, and accessible language to introduce new consumers to quality wine.

Italian Wine and Italian Oenology

Italian wine exports: €7.7 billion, but declining

In 2025, Italian wine exports will stand at €7.77 billion , a decrease of 3.7% and a loss of €300 million compared to 2024. Volumes will fall by 1.9% to 21 million hectoliters . The main negative factor remains the US market ( -9.2% , equal to €178 million less), penalized by tariffs and the devaluation of the dollar.

The United States slows down Italian wine

Italian exports to the US in 2025 will drop to €1.8 billion (-13.2%) , while volumes will remain almost stable (-0.2%). The decline reflects the overall contraction in wine imports to the United States, which fell by 11.6% in value .

Cantina Italia: Stocks Still High

According to the Icqrf report, Italian cellars hold 58.6 million hectoliters of wine , up 5.8% compared to 2025. Added to these are 6 million hectoliters of must (34.2%) . Among the denominations with the largest stocks, Prosecco stands out, followed by PGI wines and table wines.

Asti and Moscato conquer Asia

Bucking the global market trend, Moscato d’Asti grew by 55% in Asia , while Asti Spumante recorded 20% . The Asian market thus becomes the third largest market for the denomination , representing 18% of total sales .

Towards a new phase of “post-natural” wine

The debate on natural wine is evolving toward a new, more balanced vision: greater attention to the vineyard and quality, but less ideological rigidity. A trend toward production simplicity is emerging, which values authenticity and technique.

A glass of wine and a Mediterranean diet

A study by the University of Navarra published in the European Heart Journal suggests that moderate wine consumption, as part of the Mediterranean diet, may help reduce the risk of cardiovascular events such as heart attack and stroke.

Undeclared work in the Langhe vineyards

A regional dossier estimates that irregular work in the Langhe vineyards could generate an underground value between 26 and 39 million euros in the two-year period 2023-2024 , highlighting a structural problem for the sector.

Photovoltaics on agricultural land

A recent ruling by the Council of State clarified that, under the transitional regime of the legislation on renewables, ground-mounted photovoltaic systems can also be authorized in non-restricted agricultural areas, with simplified procedures.

New call for proposals in Lombardy for wineries

The Lombardy Region will soon open the call for proposals “Wine sector intervention – investments” for the 2026-2027 campaign, with applications until May 14, 2026 , aimed at modernizing wine-growing companies.

International Scenario

Champagne: The World’s Most Admired Brands

Despite the decline in global consumption, Champagne maintains strong international prestige. Louis Roederer, Krug, and Bollinger continue to lead the ranking of “The World’s Most Admired Champagne Brands 2026.” In 2025 , 266 million bottles were shipped, slightly less than the 271 million in 2024 .

War in Iran: Risks for agri-food exports

Geopolitical instability in the Middle East puts approximately €60 million in Tuscan exports at risk, especially wine, oil, and live plants . The conflict has also led to an increase in agricultural costs, with diesel fuel rising 40% in a week .

Franco-Sicilian Project: Château Palmer in the Aeolian Islands

The prestigious French winery Château Palmer has started a collaboration with Sicilian producer Nino Caravaglio for two new Salina IGT Malvasia labels, marking one of the first projects by a major French house on a minor Italian island.

Wine Events

BuyWine Toscana: 190 wineries and 175 buyers

The sixteenth edition of BuyWine Toscana opens in Florence, with 190 producers and 175 buyers from 47 countries . Over 3,500 B2B meetings and approximately 1,300 labels for tasting are planned.

Vinitaly and the City 2026

The Vinitaly off-site event will take place April 10-12 in Verona , with around 70 events including tastings, cultural events, and guided tours. New for the 2026 edition is the involvement of the Verona Arena and the Valpolicella Wine Route .

The Contrade of Etna 2026

The 17th edition of the event dedicated to Etna wines will take place April 19-20 in Randazzo . Currently, 74 wineries are participating , with international buyers in attendance.

ProWein 2026: Puglia in Düsseldorf

From March 15 to 17, twenty Apulian companies will participate in the international ProWein fair, within the Vinotech Puglia space, with tastings and meetings with buyers.

Mosso Artisan Wine Festival

The Mosso Festival returns to Piacenza on March 28th and 29th : over 30 wineries in more than 15 venues in the historic center for a traveling event dedicated to artisanal wine.

Strategic reading of the day

Three signals emerge clearly from today’s panorama:

  • the global wine market has entered a phase of structural adjustment , with exports under pressure and high inventories;
  • However, some denominations and territories are finding new growth markets , especially in Asia;
  • Future competitiveness will increasingly depend on territorial identity, sustainability and wine tourism .

A mature sector no longer grows by inertia. It grows through vision. And it’s precisely here that wineries that think like territorial platforms—wine, tourism, experience—begin to distinguish themselves from the rest of the system.