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Wine press review for Tuesday September 1-2026

with:

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

Good morning,

Wine Idea presents the main news from the world of wine, viticulture, and Italian and international wineries.

ITALIAN WINERIES

Bortolomiol: Climate, Rive, and Identity of Prosecco di Valdobbiadene

Elvira Bortolomiol discusses the relationship between climate change, increasingly early harvests, and vineyard management in the Valdobbiadene hills. She also focuses on Giuliano Bortolomiol’s family legacy and a vision in which territory, people, and history remain fundamental elements of the company’s identity.

Terre d’Aenòr: Organic, Art, and a New Identity in Franciacorta

Founded in 2018 by the Bianchi family and led by Eleonora Bianchi, Terre d’Aenòr is one of the emerging wineries in Franciacorta. The 100% organic winery has 46 hectares spread across seven municipalities and 33 plots , producing Franciacorta and Curtefranca DOC wines.

Cavit: the 2026 harvest is managed hectare by hectare

In Trentino, the grape harvest began about a week early. Cavit uses the PICA digital platform to integrate data, agronomic expertise, and knowledge of the various viticultural micro-areas. The system allows for the monitoring of over 6,350 hectares of vineyards , more than 60% of the province’s vineyard area.

Agros Romani: Young Entrepreneurs Invest in the Castelli Romani Region

Grazia Versace and Michele Colao have chosen Lanuvio to develop a young, sustainability-focused winery. The project aims to combine agricultural tradition, viticulture, and a contemporary approach to enhancing the Castelli Romani region.

Masi Monteleone21 gains international visibility

Locanda Costasera, a restaurant owned by Masi Monteleone21, has been named to Wine Enthusiast’s international “Best Winery Restaurants 2026” list: 57 restaurants worldwide, including six Italian ones. Monteleone21 will also be featured on Sky Arte with an episode dedicated to the new home of Amarone and the Boscaini family.

Tenuta Stella: Biodiversity, Territory, and the Classic Method

In Dolegna del Collio, Tenuta Stella awarded the winners of its biodiversity photography contest. The event took place during “Vini e Vinili – Bubbles Adventures,” an event dedicated to Metodo Classico sparkling wines, featuring wineries from Friuli Venezia Giulia, Slovenia, and other Italian regions.

Wine Faces: Small Piedmontese Producers Network

The project brings together independent Piedmontese wineries with the aim of presenting themselves to the market with a coordinated offering. The Langhe, Alta Langa, Colli Tortonesi, and other regions are showcased through complementary producers, creating a single point of contact for restaurants, wine shops, and industry professionals.

Tommasone Vini experiments with underwater aging

Ischia’s historic winery is pursuing an underwater aging project, strengthening a strategy based on innovation, research, and the valorization of the island’s identity. The company is now run by the fourth generation of the family.

Elio Perrone brings art into the cellar.

In Castiglione Tinella, the Elio Perrone winery is hosting the project “CONVERSATIONS” by Austrian artist Wolfgang Herbst until November 2026. Six photographic works are integrated into the production and tasting rooms, creating a dialogue between art, wine, and daily life at the winery.

ITALIAN WINE

Early harvest, weak market and pressure on exports

Extreme heat and drought have accelerated grape ripening in many Italian regions, prompting several companies to bring forward the harvest. Adding to the climate problem are the difficulties in 2026 exports, high inventories, and pressure on prices . It is therefore increasingly important to find new commercial outlets and strengthen our position on international markets.

Wine tourism: the economic value of the winery experience is growing.

The grape harvest is increasingly becoming an experience to be sold alongside the wine. In Tuscany, activities such as grape harvesting, pressing, tours, and tastings attract families and enthusiasts. The case of the Marini winery in Pistoia confirms the potential of wine tourism as a tool for economic diversification and generational transition.

Agricultural enterprise: no longer just production

The modern farm can integrate the cultivation, processing, and sale of products with agritourism, direct sales, land management, and experiential tourism. This transformation expands income opportunities and progressively changes the economic model of rural businesses.

Rural territories as a strategic Italian heritage

According to Maria Elena Cortese, professor of Medieval History at the University of Bologna, wine has played a central economic and social role for centuries. Promoting rural areas therefore also becomes a tool for preserving Italy’s identity, traditions, and economic heritage.

ITALIAN OENOLOGY AND VITICULTURE

Extreme heat: adapting vineyards also becomes an economic choice

Shade nets, varieties more resistant to high temperatures and, in extreme cases, relocating production to cooler areas are some of the strategies being analyzed to address climate change.

A study published in the American Journal of Enology and Viticulture, however, highlights a crucial point: adaptation is not only agronomic, but also financial. Decisions made today can impact vineyard productivity and profitability for decades to come.

Heavy metals in soil: growing concern for agriculture and safety

Soil contamination poses a growing risk to the environment, agricultural yields, and the food supply chain. According to reported data, 14-17% of cultivated land worldwide exceeds agricultural thresholds for at least one toxic metal.

INTERNATIONAL

Fine wine: Europe gains ground after US slowdown

According to Liv-ex, the international fine wine market is changing geography. The reduction in US purchases has favored operators from Switzerland, Germany, Denmark, the Netherlands, and the Czech Republic , which are increasing their market presence.

The drop in prices has created new opportunities for European buyers, changing the international balance of the segment.

USA: Wineries can no longer rely solely on tourists

The traditional Napa-Sonoma model, based on tasting rooms and wine clubs, is showing signs of difficulty. Silicon Valley Bank’s Direct-to-Consumer Wine Report 2026 , however, highlights how the direct channel remains crucial: tasting rooms and wine clubs together account for 72% of the wineries’ direct-to-consumer revenue .

California: Martha Stoumen Removes Information from Label

With “Mystery Date,” Californian producer Martha Stoumen offers a wine deliberately free of traditional identifying features. The goal is to encourage consumers to taste without being influenced by grape variety, region, or vintage, transforming the bottle into a blind tasting experiment.

WINE EVENTS

DiVin October 2026 – Trentino

The event reaches its 21st edition and will run for all five weekends in October with tastings, food events, and experiences dedicated to the region and Trentino’s autumnal products.

Moët & Chandon and Formula 1 – Milan

From August 31st to September 6th , Park Hyatt Milan celebrates the Formula 1 Italian Grand Prix with a gastronomic and mixology proposal dedicated to Moët & Chandon, the official Champagne of Formula 1.

Diesel Farm – Harvest 2026

The estate founded by Renzo Rosso, on the hills between Marostica and Breganze, opens September with two events: Open Cellars on September 12th and 13th and Harvest Festival on September 27th , integrating wine, agriculture, catering and hospitality.

Douja d’Or and Festival of Fairs – Asti

The Barbera d’Asti e Vini del Monferrato Consortium will participate in the Douja d’Or from September 11th to 20th and in the Festival delle Sagre on September 12th and 13th . This edition coincides with the 80th anniversary of the Consortium’s founding.

Greek Tufo Festival – Irpinia

From September 4th to 6th, the Tufo Greco Festival celebrates its 40th edition . The “L’Oro d’Irpinia” project focuses on Greco di Tufo DOCG as an expression of Irpinia’s history, landscape, and production identity.

Grape and Wine Festival – Terricciola

On September 5th and 6th, Terricciola celebrates the 60th edition of the event with tastings, wineries, music, art, street food, and initiatives dedicated to the Tuscan winemaking tradition.

ViniMilo: Etna and Salina compared

On September 8th in Milo, “Bianco su Nero – Vini di Vulcani” will take place, a tasting dedicated to the comparison between Carricante dell’Etna and Malvasia delle Lipari , with wines from the Maugeri and Eolia wineries.

Franciacorta Festival in the Cellar

The Franciacorta in Cantina Festival returns from September 18 to 20, 2026. This edition strengthens its educational focus, focusing on the Franciacorta method, the evolution of the appellation, and the relationship between wine, wineries, and the region.

THE DAY’S LETTERING THREAD

The September 1, 2026, review highlights three transformations that are becoming structural in the world of wine: the climate is altering harvests and vineyard investments; the market is forcing wineries to seek new outlets and business models; and the cellar experience is becoming an increasingly integral part of the economic value of wine .

Alongside production, wine tourism, direct sales, hospitality, art, events, and local development are emerging. Internationally, too, the balance is shifting, with Europe becoming more active in fine wine and an American direct-to-consumer model called upon to evolve.

Today’s wine press review is brought to you by WINEIDEA.IT.

See you tomorrow.

Wine press review for Monday August 31-2026

with:

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

Good morning,

Wine Idea presents the main news from the world of wine, wineries, and viticulture in Italy and internationally.

ITALIAN WINERIES

SETTESOLI, FIRST SICILIAN LICENSE FOR DEALCOHOLICATED WINE

Cantine Settesoli, a cooperative in Menfi, is the first Sicilian winery to obtain a tax license to produce dealcoholized and low-alcohol wines.

The company already has a vacuum evaporation system that allows for alcohol reduction by operating at low temperatures, limiting the alteration of the wine’s aromatic characteristics. The first orders for foreign markets have reportedly already been received.

A concrete sign of Italian wineries’ interest in the no-low-alcohol segment and new consumer markets.

RICCI CURBASTRO: FRANCIACORTA, AGRICULTURE AND HOSPITALITY

The Ricci Curbastro family continues a long agricultural tradition between Romagna and Franciacorta. The Franciacorta estate cultivates 33.5 hectares of vineyards and produces approximately 200,000 bottles annually.

Alongside the wine production, there is an agritourism and an Agricultural and Wine Museum, opened in 1986. Among the representative labels is the Franciacorta DOCG Dosaggio Zero Gualberto 2016.

AEOLIAN ISLANDS: PRODUCING WINE IN SALINA, WHERE THE TERRITORY DICTATES THE RULES

Natascia Santandrea and Luca Caruso have transformed their experience in fine dining and hospitality into a winemaking project on the island of Salina.

EOLIA was founded in 2020 with the acquisition of the first plots in Valdichiesa, on the slopes of Monte Fossa delle Felci. A project that explores the challenges, but also the distinctive value, of viticulture in the Aeolian Islands.

ITALIAN WINE AND OENOLOGY

2026 HARVEST: COLLIO DI CONEGLIANO DOCG EARLY, FIRST POSITIVE INDICATORS

On the hills of Conegliano, the harvest began early, aided by the mild, dry weather of recent weeks.

According to the Consorzio Vini Colli di Conegliano DOCG, initial indications show good ripening of the grapes, particularly those destined for still wines, leading to expectations of wines with good expressiveness.

OLTREPÒ PAVESE: HAIL ON VINEYARDS DURING THE HARVEST

A violent hailstorm hit several areas of eastern and central Oltrepò Pavese on August 28, right during the grape harvest.

Areas affected include Stradella, Broni, Canneto Pavese, Zenevredo, Arena Po, and Bosnasco. Engineers are assessing the extent of the damage to vineyards and agricultural structures.

ABRUZZO: GRAPE PRODUCTION DECLINES UP TO 40% IN THE CHIETI AREA

Prolonged drought and high temperatures are having a severe impact on the Abruzzo grape harvest.

In the province of Chieti, where approximately 75% of the regional vineyards are concentrated, the first harvests show production reductions of between 25% and 40% compared to the average .

Drier bunches, lighter berries, and lower yields add to a picture already characterized by rising costs and high inventories.

Umbria: Wine Enrichment Authorized for the 2026 Harvest

The Umbria Region has authorized the enrichment of musts and wines to address the effects of heat and drought.

Between May and July, significant water deficits and temperatures above historical averages were recorded. In June, in particular, the average temperature was 3.8 degrees higher, while precipitation decreased by 39%.

Grape prices: winemakers’ concerns grow

A new sign of the economic difficulties facing viticulture comes from Puglia.

Some producers report that grape prices are insufficient to cover the costs incurred throughout the year. The reasons cited include high wine inventories, weak demand, higher production costs, and the effects of climate change.

The central theme of the 2026 harvest is therefore increasingly the relationship between quantity produced, available wine, grape prices, and the profitability of the supply chain.

Large-scale retail trade: wine prices are falling, but prosecco and classic method prices are growing.

In the 12 months ending in July 2026, Italian large-scale retail trade sold approximately 414 million litres of wine , down 3.4%, for a value of approximately 1.8 billion euros , down 1.2%.

Sparkling wines buck the trend: 1% in volume and 1.2% in value.

Prosecco reaches around 40 million litres, 3.8%, while the Italian Classic Method records particularly significant growth: 7.6% in quantity and 6.2% in value .

SPARKLING WINES: THE “MIDDLE WINE” SEEKS A NEW IDENTITY

Italian sparkling wine is going through a repositioning phase.

Consumption in large-scale retail trade is decreasing and sparkling wines produced using the Martinotti-Charmat method have conquered consumption opportunities traditionally occupied by semi-sparkling wines.

The challenge for producers will be to redefine the category’s identity, positioning, and consumption opportunities.

ITALIAN WHITES: GROWING, BUT STILL STRUGGLING WITH INTERNATIONAL POSITIONING

For over ten years, Italian white wines have overtaken reds, but their value and diversity still don’t seem to be fully understood in the international premium segment.

The problem mainly concerns the positioning of native grape varieties and the ability to communicate abroad the complexity and distinctive characteristics of great Italian white wines.

A phenomenon also confirmed by some Italian wine shops: in certain situations, it can be easier to sell a €70 Burgundy than a €40 Italian white.

SOUTH TYROL: 67% OF VINEYARD AREA TOWARDS CERTIFIED SUSTAINABILITY

The Alto Adige Wine Consortium continues its journey towards Agenda 2030.

The SQNPI certification project, which started in 2022 with around 100 companies, today involves a very significant part of regional viticulture, reaching approximately 3,913 hectares, equal to 67% of the vineyard area in Alto Adige .

MARRIED VINE: REVIVAL OF INTEREST IN AN ANCIENT FORM OF VITICULTURE

The married vine, or alberata, is one of the oldest training systems in Italian viticulture.

The vine grows by leaning on living trees and can reach considerable heights. Widespread for centuries in various Italian regions and linked to agricultural traditions of Etruscan origin, today it survives in only a few areas.

Some companies are recovering this system as an element of biodiversity and historical and cultural heritage.

SARDINIA: SEVEN WINES REACH 100/100

Vinodabere’s 2027 Sardinia Wine Guide evaluated over 600 wines.

331 wines were reviewed, 118 of which received a Standing Ovation and seven labels were awarded 100/100 .

The 2025 vintage is judged to be particularly positive for white wines, especially Vermentino.

INTERNATIONAL MARKET

Bulk Wine 2026: Global Trade Sharply Contracted

The international bulk wine market continues to slow down.

In the first quarter of 2026, according to data reported by the Interprofesional del Vino de España on the main world markets, approximately 720.4 million litres were marketed, a contraction of 15.5% , for a value of 581.2 million euros, -15.3%.

Bulk wine is one of the categories most affected, while global wine trade as a whole has seen a 7.9% drop in volume.

MALLORCA: A WINE-GROWING IDENTITY BASED ON NATIVE VARIETIES

Mallorca strengthens its identity in the Mediterranean wine scene through varieties such as Manto Negro, Callet, Fogoneu and Gorgollassa for the reds and Prensal Blanc, Giró Ros and Malvasia for the whites.

Predominantly calcareous soils, marine influence, altitude, and the protection of the Serra de Tramuntana contribute to creating different territorial expressions in the island’s denominations.

WINE EVENTS

FRANCIACORTA IN CANTINA FESTIVAL 2026 – SEPTEMBER 18-20

The Franciacorta in Cantina Festival returns from September 18th to 20th 2026 .

For three days, producers and wineries will open their doors to visitors with tastings, tours, meetings, and insights into the Franciacorta Method, its terroirs, and production techniques.

Restaurants, accommodation facilities and hospitality operators will complete the offering, strengthening the relationship between wine, the territory and wine tourism .

VINESTATE 2026 – TORRECUSO, SEPTEMBER 3-6

From September 3rd to 6th, Torrecuso, in the province of Benevento, hosts the 51st edition of VinEstate.

The theme of the 2026 edition is “Sannio en route to the America’s Cup Naples 2027” , with the aim of creating a connection between wine, territory, sea and tourism in view of the major international event.

FRANCIACORTA INTERNATIONAL AWARD: A TRIBUTE TO PIA BERLUCCHI

The Franciacorta International Award will dedicate three events in September to the memory of Pia Donata Berlucchi, a key figure in the growth of Brescian viticulture and the success of Franciacorta.

This is a recognition of his long career in the wine world and his contribution to promoting the denomination.

CHAMPAGNE EXPERIENCE 2026 IN BOLOGNA – OCTOBER 4-5

On October 4th and 5th, BolognaFiere will host the ninth edition of Champagne Experience.

125 Maisons are expected, together with importers, distributors, catering professionals and enthusiasts.

The event, dedicated entirely to Champagne, returns to Bologna after the 2025 edition, which attracted over 7,000 attendees, a 20% increase compared to the last edition held in Modena.

WINE CONCERT: MUSIC AND WINE AT THE VIGNAMATO CELLAR

The Pergolesi Spontini Festival brought the Wine Concert project to the Vignamato Winery in San Paolo di Jesi.

A visit to the winery, tastings, and music have created an experience that unites winemaking, culture, and the local area, confirming the growing role of wineries as places of experience as well as production.

PICTURE OF THE DAY

The August 31, 2026, review presents an Italian wine sector characterized by strong contrasts.

On the one hand, drought, hail, and declining yields are impacting the harvest in several regions. On the other, inventory levels remain high and pressure on grape prices is increasing, further threatening the economic balance of the supply chain.

On the domestic market, still wine is slowing, while Prosecco and Metodo Classico continue to grow . At the same time, new opportunities are emerging: dealcoholized wines, certified sustainability, the promotion of Italian white wines, wine tourism, and experiences integrating wine, hospitality, and the local area.

On the international front, the sharp contraction in bulk wine confirms that future competition will increasingly be based solely on volume.

The message that emerges is clear: for Italian wine, the challenge is not simply to produce more, but to produce what the market is willing to recognize, differentiate, and reward.

Today’s wine press review is brought to you by WINEIDEA.IT.

See you tomorrow.

Wine press review for Sunday August 30-2026

with:

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

Good morning,

Here is the review, restructured in a concise, comprehensive, and easily readable format, maintaining the four required thematic areas. I’ve eliminated duplications and non-wine-related information, giving greater emphasis to the issues impacting the sector today: inventory, harvest, profitability, changing consumption patterns, and wine tourism.

ITALIAN WINERIES

Franciacorta, four interpretations of the appellation . Several Franciacorta wineries are featured in recent wine reviews. Castello Bonomi presents its Extra Brut Cru Perdu Grande Annata 2019 and boasts 65 hectares of vineyards producing approximately 200,000 bottles. Camilucci presents its Dosaggio Zero Anthologie Blanc 2022, an expression of a production focused exclusively on Dosaggio Zero. Ricci Curbastro, with 33.5 hectares and approximately 200,000 bottles annually, confirms the connection between wine, agritourism, and culture, including through its Wine Museum. Finally, Terre d’Aenòr has reached 50 hectares of organic vineyards and approximately 250,000 bottles.

Campania, three wineries awarded by the Untold Guide 2027 Tenuta Cavalier Pepe, Sorrentino Vesuvio and Vini Contrada are among the Campanian companies awarded by the Untold Guide 2027 for quality, territorial identity and ability to express their territories of origin through wine.

Abruzzo, warning from the Bio Cantina Sociale Orsogna. Camillo Zulli, enologist and director of the Bio Cantina Sociale Orsogna, reports a challenging situation for the 2026 harvest, with drought, reduced production, and price pressures threatening to jeopardize winemakers’ incomes. Liguria, the value of local wines is growing . Between Cinque Terre and Luni, the presence of local wines in restaurants is increasing. According to the provincial president of the Italian Federation of Pecorino Romano, Diego Sommovigo, at least one in two wines on restaurant tables now comes from the region, while investments by wineries are contributing to increased quality and professionalism.

ITALIAN WINE AND OENOLOGY

Inventories: 42.6 million hectoliters in Italian wineries. In July 2026, inventories decreased by 8.6% compared to June, but remain 6.9% higher than a year earlier: over 2.7 million hectoliters more. PDO and PGI wines represent the bulk of the stocks, with Veneto leading the way and Prosecco the most represented designation.

Harvest 2026: Lower Production May Protect Value. Heat, drought, and water stress are reducing yields and grape weight in several Italian regions. But the main problem remains the high level of inventories and the market’s ability to absorb production. With exports and prices under pressure, lower production for some denominations could help rebalance supply and demand and protect profitability. Cellars Full: Some Consortia Reduce Harvest. Sales difficulties are pushing part of the sector to curb production. The situation for red wines is particularly delicate, penalized also by the changing preferences of younger consumers, while interest in sparkling wines and fresher products is growing. Red Wine Under Pressure Between Climate and New Consumer Trends . Chianti, Lambrusco, and Montepulciano are feeling the effects of both the climate and evolving consumption habits. Increasingly early harvests and high temperatures are complicating the ripening of grapes destined for red wines, while some consumers are turning to lighter, fresher wines. Puglia, structural crisis in Capitanata. Alarm bells are ringing from the Foggia area over high inventories, declining grape prices, and rising production costs. This combination risks further compressing winemakers’ margins. COPAGRI: the value of wine must begin with the return on the grapes. COPAGRI Benevento draws attention to the economic sustainability of viticulture: quality and territorial valorization, the organization maintains, must also translate into adequate remuneration for grape growers, preventing market difficulties from being passed on to the farmer. Popillia japonica: focus on grape quality . In the Aosta Valley, the beetle does not appear to have significantly affected yields, but damage to the foliage may have slowed grape ripening and therefore affected their quality. Irrigation: water management increasingly strategic. With water stress and high temperatures, the importance of irrigation systems capable of uniformly distributing water throughout the vineyards is growing. Pressure-compensating drippers allow for a more constant flow rate even with long rows and uneven terrain. The New York Times also selects three Italian wines for late summer . Three Italian labels appear in the selection of twelve wines proposed by critic Eric Asimov. The key criteria are not so much color as lightness, structure, and moderate alcohol content, with wines that do not exceed 13.5%.

INTERNATIONAL

Global bulk wine: sharp contraction in the first quarter of 2026. Global bulk wine exports fell to €566 million, down 18.8% in value , while volumes decreased by 18.9% to 7.1 million hectoliters . The average price remained essentially stable at around €80 per hectoliter. On an annual basis, the market recorded exports of 30 million hectoliters worth €2.3 billion.

The data confirms an important trend: the pressure isn’t limited to Italian wine, but also affects international trade, with the bulk segment experiencing a contraction greater than the overall global wine market average.

WINE EVENTS AND WINE TOURISM

Wine tourism 2026: towards 18 million Italians involved . The growth of wine-related experiences continues. In 2026, approximately 18 million Italians are estimated to be involved in wine tourism, 4.5 million more than in 2024. Among the most sought-after experiences are visits to family-run wineries, followed by the opportunity to purchase wine directly.

Tuscany, September a Key Month for Wine Tourism The grape harvest is increasingly becoming a tourist experience. In Tuscany, September accounts for 16.3% of annual winery visits , compared to the national average of 14.8%. Wine tourism is also proving to be a tool for increasing direct sales and building longer-lasting relationships with consumers. Greve in Chianti: Black Rooster and Haute Cuisine for Meyer On September 3, TastinGreve Food Edition 2026 will bring together six Michelin-starred chefs and 29 Chianti Classico producers. Proceeds will go to the Meyer Children’s Hospital Foundation in Florence. Open Cellars during Harvest until October 25. The Wine Tourism Movement’s initiative brings enthusiasts and families to Italian wine regions to experience harvesting, fermentation, and tastings. Furthermore, on September 12 and 13, Maremma will host InGRAVEL Morellino, dedicated to slow tourism among vineyards, farms, and Morellino di Scansano DOCG. Oltrepò Pavese: Pinot Noir takes center stage in Voghera. Oltrepò Terra di Pinot Noir and OltreGusto return on September 7th and 8th, featuring wineries, 18 restaurants, Michelin-starred chefs, and partner companies. Oltrepò accounts for 70% of Italy’s Pinot Noir production, a key grape variety for both the Metodo Classico and red winemaking. Romagna: Harvesting Returns to Experience and Tradition. In Riolo Terme, the Nasano farmhouse-winery’s end-of-summer celebration features grape pressing by foot, tastings, ancient crafts, and local products, reviving the connection between wine, agriculture, and rural culture.

PICTURE OF THE DAY

Today’s review presents an Italian wine sector affected by two opposing dynamics .

On the one hand, there’s clear economic pressure: 42.6 million hectoliters still in cellars, higher inventories than the previous year, difficulties for red wines, grape prices under pressure, and a sharply declining international bulk wine market . The 2026 harvest therefore comes at a time when producing more doesn’t necessarily mean creating more value.

On the other hand, it is becoming increasingly clear where new opportunities are opening up: wine tourism, direct sales, local areas, family wineries, vineyard experiences, catering, and products capable of responding to new consumer tastes .

The key issue, therefore, becomes value. The challenge is not simply deciding how much wine to produce , but deciding which wine to produce, at what price, for which consumer, and through which channels to sell it .

For many Italian wineries, the 2026 harvest could represent precisely this transition: from a strategy based primarily on volumes to a model more oriented towards margins, positioning and a direct relationship with the market .

Today’s wine press review is brought to you by WINEIDEA.IT.

See you tomorrow.

Wine tourism 2026 in Italy: 18 million Italians choose food and wine, wineries, vineyards, and wine regions!

with:

As the wine market slows, the desire to travel directly to the places where it is produced grows. Tastings and winery tours are on the rise, family-run businesses are winning over wine tourists, and producers are once again taking center stage.

For Italian wineries, wine tourism is no longer just hospitality: it can become a lever for sales, positioning, and profitability.
There is an apparent paradox in the Italian wine of 2026 .

On the one hand, consumption is decreasing, exports are going through a difficult phase and many wineries are having to deal with high inventories, pressure on prices and a more cautious and selective consumer.

On the other hand, the number of people who want to enter the cellars, walk through the vineyards, meet the producers and understand where and how the wine is made is growing.

This is one of the most interesting signals emerging from the report “Italians and wine tourism experiences” , edited by Roberta Garibaldi in collaboration with Ascovilo – Association of Consortia for the Protection of Lombard Wines – and The Data Appeal Company.

The most significant fact concerns the size of the phenomenon.

In 2026, an estimated 18 million Italians will have had wine-related experiences during their travels.

In 2024 there were approximately 13.4 million.

This means that in just two years the potential audience for Italian wine tourism has increased by over 4.5 million people .

A fact that deserves to be read not only from a tourist point of view.

For the wine world it contains a much deeper message:

Italians may be drinking less wine, but they haven’t lost interest in it. They’re just changing the way they approach it.

Wine is being drunk less, but the desire to learn about it is growing

The transformation is particularly interesting because it is taking place just as the sector is discussing the structural reduction of consumption.

Wine is no longer necessarily the daily protagonist of the table as it was for previous generations.

But when it becomes territory, travel, gastronomy, storytelling, culture and meeting with the producer , it continues to exert a strong power of attraction.

The share of tourists who participated in agri-food experiences during their trips increased from 60% in 2021 to 77% in 2025 .

And among the places of production, it is precisely the wineries that lead the ranking: in 2025 they were visited by 40% of the interviewees , compared to 29% in 2021.

Behind them come dairies, breweries, olive oil companies, oil mills, chocolate factories and pasta factories.

Wine, therefore, maintains a privileged position within Italian food and wine tourism.

Tastings and winery visits are growing by double digits.

Even more significant is observing what wine tourists actually want to do.

Between 2024 and 2026 , in-cellar tastings increased from 49% to 64% , an increase of 15 percentage points.

Visits to wineries, on the other hand, grew from 32% to 46% , an increase of 14 points.

This is a very clear signal.

Before wine spas, yoga among the vineyards, trekking, e-bikes, or particularly sophisticated formats, visitors continue to search for what represents the very essence of wine tourism:

enter the cellar, see where the wine is born, taste it and meet the person who produces it.

Simplicity, when authentic and well-organized, can therefore have more value than spectacularization.

The surprise of 2026: the family winery wins

Probably the most interesting piece of information in the entire report concerns the type of company that tourists want to visit.

In 2026, the family-run winery , chosen by 27% of wine tourists, became the most popular specific experience for the first time.

It even surpasses buying wine directly from the winery at convenient prices, indicated by 25%.

Next comes lunch or dinner in a winery with a restaurant, with 24%, and the opportunity to taste gourmet dishes paired with company wines, chosen by 19%.

Another 19% appreciate cellars located inside historic homes.

This is a result that should give pause, especially to the thousands of small and medium-sized Italian wineries.

To compete in wine tourism, you don’t need to be a large winery, own a luxury resort, or invest millions of euros in hospitality .

In some cases, the exact opposite may be true.

The family dimension, the company’s history, and the ability to speak directly with the producer become distinctive elements.

What may seem small from an industrial perspective can become exclusive from a tourist perspective.

The producer returns to the center of the experience

The data also explains why.

64% of those interviewed consider wine tourism an opportunity for cultural enrichment , while 63% want to learn the history and anecdotes of the company and its wines.

The visitor, therefore, is not only looking for technical information.

He wants to know who planted that vineyard.

Because that family produces wine right there.

How the cellar has changed over the generations.

What is the relationship between a label and the territory it is visiting?

And this is where the producer plays a fundamental role.

The winemaker isn’t just the one who makes the wine. He becomes part of the perceived value of the wine itself.

A bottle tasted after having met the family who produced it rarely remains just a bottle.

It becomes the memory of an experience.

And it is precisely this step that can create loyalty.

The welcome is as good as the beauty of the cellar

The quality of the wine remains important, of course, but it is not enough.

When wine tourists are asked what would encourage them to return to a winery they have already visited, 68% indicate the hospitality and professionalism of the staff .

66% consider the ease of booking and organizing the visit important.

64% appreciate the possibility of finding something different from their previous experience.

These are extremely concrete indications.

A winery can have extraordinary vineyards, a historic building, and award-winning wines.

But if it takes three days to respond to a request for a visit, doesn’t allow easy booking, gives a cold welcome to visitors, or isn’t able to explain what it offers, it’s losing a significant part of its potential.

Wine tourism is first and foremost a culture of hospitality.

The smartphone has become the entrance door to the cellar

2026 also confirms another transformation that is now irreversible.

Before physically arriving at the company, the visitor almost always enters digitally .

Search for information.

See photos.

Check reviews.

Compare experiences.

Check the times.

Book.

Use your smartphone to reach the property.

The ease with which an experience can be found and booked therefore becomes an integral part of its quality.

And here an interesting apparent contrast emerges.

The more digital the pre-visit phase becomes, the more tourists seem to seek authenticity once they arrive at the winery.

Technology must therefore eliminate obstacles, not replace human relationships.

Digital first.

People, wine and territory after.

Local wine tourism is born

Another important fact concerns distance.

Geographic proximity is considered by 65% of respondents when choosing a wine tourism destination and by 63% when deciding which winery to visit.

So there’s more to the great journey to the Langhe, Tuscany, Mount Etna, or the Prosecco hills.

An interesting space is growing for what we can define as local wine tourism .

A visit to the winery can be organized over a day or weekend, without necessarily requiring a long stay.

For thousands of companies, this greatly expands the potential market.

The customer is not just the international tourist arriving from the other side of the world.

It could even be a family that lives a hundred kilometers away.

A couple looking for a weekend experience.

A group of friends.

A company that organizes a meeting.

Or an enthusiast who wants to learn more about the producers in their area.

The most popular destinations: Cinque Terre, followed by Salento and Chianti.

The geography of wine tourism desired by Italians is also interesting.

At the top of the list of destinations that those interviewed would like to visit is the Cinque Terre , indicated by 20%.

Salento follows with 19% and Chianti with 18%.

The Amalfi Coast and Etna also reach 18%, ahead of Montepulciano with 16%, Montalcino with 15% and Langhe-Barolo and Gallura with 14%.

Valdobbiadene and Vesuvio collect 13%, Franciacorta and Castelli Romani 12%, while Trento Doc, Monferrato and Valpolicella reach 11%.

The ranking contains an interesting indication.

Tourists do not necessarily choose a destination just because it produces great wine.

Look for an area where the wine can be inserted into a broader experience.

Wine alone is not enough: the territory wins

Landscape, gastronomy, culture, catering and hospitality therefore become part of the wine tourism product.

62% of those interviewed consider the presence of tourist services , including accommodation facilities and restaurants, to be important.

61% value the accessibility of the destination.

58% look at the breadth of the wine tourism offering.

When choosing a single winery, the quality and reputation of the wines gain weight, indicated by 60%, followed by outdoor experiences, also at 60%, and the opportunity to deepen one’s knowledge of wine, at 58%.

This means that the competition is no longer just winery against winery .

It also happens between territories .

A denomination capable of networking wineries, restaurants, accommodations, landscape, culture, services, and mobility has a competitive advantage that is difficult for a single company to replicate.