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Episode 5 – Wine is not in crisis.

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White wine is growing, but that doesn’t mean red wine is disappearing.
Among the most evident changes in recent years is a new consumer preference.
More and more high-end restaurants and starred chefs are offering gastronomic itineraries that emphasize white, sparkling, and bubbly wines.

This phenomenon is often interpreted as a red wine crisis.

In reality, it is a redefinition of consumption.

Contemporary cuisine has changed: lighter dishes, more fish, more vegetables, more international influences.

As a result, the pairings also change.

Italian white wines are benefiting from this evolution, but red wine continues to play a fundamental role in world markets.

Just think of the international success of:

Amarone
Brunello
Barolo
Bolgheri
Valpolicella
Chianti Classico

We are not witnessing a substitution.

We are witnessing an expansion of the offer.

The modern consumer wants more choice.

And Italian wine is probably the country that offers the greatest diversity in the world.

This represents a huge competitive advantage.

Wine press review for Friday June 12 -2026

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

ITALIAN WINERIES

Marsala and Generation Z: Authenticity as a Strategic Lever

Generation Z already represents one of the most important target audiences for wine. Occasional and experiential consumption is growing, while authenticity, terroir, and identity are becoming crucial factors. Marsala possesses many of the elements young consumers seek.

Cusumano Official Partner of Taobuk 2026

The Sicilian winery Cusumano will be the Official Wine Partner of the Taobuk – Taormina International Book Festival, scheduled for June 18th to 22nd with over 200 guests from more than 30 countries.

Baglio di Pianetto presents Shùmè

The Sicilian winery expands its range with Shùmè, a new sparkling white wine made from grapes grown at 700 meters above sea level. This project celebrates Arbëreshë culture and local identity.

Tenuta San Giaime and the “Sotto Sale” project

A new vision of Sicilian wine is born in the Madonie. The Cicco family is focusing on enhancing a highly biodiverse area with innovative products and grape varieties from different parts of Sicily.

Cantina Valpanera restarts with a new generation

In Fiumicello Villa Vicentina, young entrepreneurs Vittorio Marcon and Luca Cigana are relaunching a historic Friuli Aquileia DOC winery with 60 hectares of vineyards and a forward-looking vision.

Tenuta Mottura: Grechetto as a territorial project

The historic company between Lazio and Umbria continues its journey to promote Grechetto, focusing on sustainability, innovation, and experiential tourism.

Garofoli: Over a hundred years of history in the Marche region

Carlo Garofoli recounts the evolution of Verdicchio and viticulture in the Marche region, a symbol of the qualitative transformation of Italian wine.

LD Enoteca: Wine Beyond Fashion

The Abruzzo-based company led by Lino D’Alessandro continues to focus on promoting its grape varieties and human relationships as a distinctive element of the market.

ITALIAN WINE AND OENOLOGY

Italian wine exports still struggling in the first quarter of 2026

Exports totaled 472 million liters (-4%) and generated revenue of €1.7 billion (-8.3%). The United States recorded a significant decline in value of 20.5%, while March showed the first signs of stabilization.

First semester 2026: a mixed picture

According to the main players in the sector, the market remains complex, but encouraging signs are emerging in some strategic markets and in the premium segment.

Federvini: Sparkling wines and spirits are growing, exports are under pressure.

Tariffs, geopolitical tensions, and new trade dynamics are slowing exports. On the domestic market, however, there are positive signs from large-scale retail trade.

Tajani: Italian wine is a strategic asset for the country

At the Federvini Assembly, the Foreign Minister confirmed his support for internationalization and the goal of expanding Italy’s presence in new markets such as India and Mercosur.

Rush to reduce production before the 2026 harvest

Consortia and industry organizations are discussing measures to contain supply and rebalance the market amid slowing consumption and exports.

Grape prices are falling in Piedmont

The CIA is raising the alarm for the Ovada and Monferrato areas. The decline in consumption and pressure on production prices are causing concern.

Debate on the volatile: Luca D’Attoma intervenes

The Tuscan winemaker urges the industry to focus on the agronomic and oenological causes of the increase in volatile acidity rather than modifying regulatory limits.

Global wine tourism heading towards new records

Wine tourism is expected to reach a global value of approximately €120 billion by 2033. In Italy, it generated over €3 billion in revenue in 2025.

IX Edmund Mach Foundation Winemaking Competition

Trentino-Alto Adige’s winemaking excellence is being recognized with a focus on promoting local wines and training new generations.

Calabria takes center stage at the International Wine City Competition

The region won 24 medals, confirming the qualitative growth of Calabrian products on the national scene.

INTERNATIONAL

China: lower volumes, higher premium

Wine imports continue to decline, but the average value of bottles purchased is growing. The market is increasingly concentrated in the high-end segments and large urban areas.

Apenera conquers the United Kingdom

The premium Sicilian gin produced in Aragona enters the British market through The Curious Drinker, one of the most selective clubs in the sector.

Italian Exports: Tuscany, the driving force of Central Italy

According to Istat, the first quarter of 2026 saw a 1.3% increase in national exports. Tuscany grew by 30.2%, making it the most dynamic region.

European agriculture: fertilizers and competitiveness

Minister Lollobrigida welcomes the European Commission’s initial intervention on fertilizer prices and calls for the temporary suspension of the CBAM and ETS.

WINE EVENTS AND TERRITORY

Taobuk 2026: Wine and Culture Meet in Taormina

From June 18th to 22nd, the international festival will see the participation of important figures from literature, art, and global economics.

Conegliano Valdobbiadene and Vulture strengthen their twinning

The joint project of the Italian Wine Cities 2026-2027 continues with new territorial promotion initiatives.

FIVI Wine Market 2026

The official poster for the 15th edition of the Independent Winemakers’ Wine Market, which will be held in Bologna from November 21st to 23rd, has been unveiled.

Cellars in the Castle in Brescia

Brescia Castle hosts twenty local wineries for two evenings dedicated to discovering the local winemaking excellence.

The Dinner of the Thousand in Parma

On September 8th, two-starred chef Gennaro Esposito will create the menu for the most anticipated gastronomic event of the year.

Capraia: the island that tells the story of wine and gastronomy

This island in the Tuscan Archipelago continues to stand out as an example of integration between land, agricultural production, cuisine, and sustainable tourism.

Young Venetian farmers and innovation

Coldiretti Giovani Impresa meets with the Veneto Region to discuss the future of agriculture, focusing on sustainability, innovation, and local development.

Strategic Scenario of the Day

The dominant theme of the day is increasingly evident: Italian wine must not produce more, but produce better and create more value .

Three signals emerge forcefully:

Controlled reduction in supply to protect margins and prices.
Growth of wine tourism and experience as a new source of profitability.
Younger consumers are seeking authenticity , rewarding territories, identities, and true stories.

Companies that successfully integrate production, hospitality, communications, and premium positioning will lead the next phase of development in the Italian wine sector.

Press review provided by WINEIDEA.IT .

Wine Trends and Performance in Italy – Week of June 8-12 – 2026

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Final strategic scenario for wineries, entrepreneurs, and investors.
The week of June 8-12, 2026, confirms a structural change in the Italian wine sector.
We are not facing a crisis in wine as a product, but a profound transformation of the entire economic, production, and commercial model that has supported the sector’s growth over the last twenty years.

The signals are coming from the entire supply chain:

increase in stocks in cellars;
slowdown in global consumption;
contraction of exports to some historical markets;
pressure on bulk prices;
growing financial difficulties for many companies;
need to reduce production to restore the balance between supply and demand.

At the same time, new opportunities are emerging related to emerging markets, wine tourism, innovation, research, and new communication models.

1. The sector chooses production containment

The biggest news of the week is the green light from the National Council of the Italian Wine Union (Unione Italiana Vini) for the national production containment plan.

The main measures envisaged are:

temporary halt to new vineyard plantings;
reduction in production yields;
revision of the specifications;
greater control over reclassifications;
strengthening of sanctioning systems;
5-10 year national strategic plan.

The decision stems from numbers that can no longer be ignored:

7.6% of stocks in Italian cellars;
-7% prices of bulk DOP and IGP wines;
-11% extra-EU exports in the first quarter of 2026;
approximately 57 million hectolitres present in the cellars.

The message is clear:

Today the problem is not to produce more, but to produce better and sell better.

2. Wine is not in crisis: the old model is in crisis

One of the most interesting reflections of recent years emerges from the Envisioning 2035 summit:

“It’s not wine itself that’s in crisis, but the old way of thinking about it, selling it, and talking about it.”

Businesses that continue to rely exclusively on:

traditional fairs;
historical distributors;
domestic market;
notoriety of the denomination;

are encountering increasing difficulties.

Consumers are changing faster than businesses.

Today wine competes not only with other wines but with:

cocktail;
premium spirits;
craft beers;
ready-to-drink beverages;
new opportunities for socialising.

For this reason the following become fundamental:

digital communication;
community;
e-commerce;
storytelling;
simple and understandable content;
immersive experiences.

3. Wine tourism: from hospitality to profitability driver

One of the most interesting data concerns wine tourism.

The sector now generates over 3.1 billion euros for Italian wineries.

However, simply opening the cellar to visitors is no longer enough.

Wine tourism must become:

customer acquisition;
loyalty;
direct sales;
brand building;
continuous experience over time.

Companies that can transform visitors into repeat customers will have a significant competitive advantage.

4. Exports: slowing but Made in Italy remains very strong

Export data continue to show difficulties.

The slowdown in the United States was particularly severe:

Italian wine: -38%;
spirits: -55%;
vinegars: -35%.

However, a very encouraging fact emerges.

In the United States:

59% of consumers consider Made in Italy to be the best among foreign products;
39% consider Italian alcoholic drinks to be the best in terms of quality;
over 90% continue to purchase Italian products despite the tariffs.

This means that the current problem is not the reputation of Italian wine.

The problem is geopolitical, logistical and commercial.

5. Emerging markets increasingly strategic

In recent years, the weight of emerging markets on Italian exports has increased:

from 15.1% to 19.5%.

Among the areas that are growing:

South Korea;
Thailand;
Romania;
Colombia;
Peru;
United Arab Emirates;
Kazakhstan;
Poland.

For many companies, the future will not be to replace the United States but to reduce their dependence on it.

6. The strongest companies are the best organized ones

One of the strongest findings of the week concerns corporate management.

Analyses of the main Italian wineries show that:

over 50% of companies are experiencing reductions in revenues and margins;
financial difficulties increase;
the importance of cash management is growing.

The companies that resist best are those that have:

structured governance;
management control;
financial planning;
diversified exports;
organized sales force.

Real estate assets or the value of vineyards are no longer enough.

The ability to generate liquidity is increasingly important.

7. Innovation, research and artificial intelligence

One of the most positive pieces of news comes from the Wine Research Team.

Research projects worth approximately 27 million euros have been activated, dedicated to:

sustainability;
production efficiency;
data management;
artificial intelligence;
new technologies applied to the vineyard and the cellar.

AI is not seen as a replacement for humans but as a decision support.

Companies that invest in data management will have significant advantages in terms of:

efficiency;
sustainability;
cost reduction;
competitiveness.

8. Wine remains the leader in Italian agri-food

Despite the slowdown, wine remains the leading sector of Italian agri-food exports.

In 2025:

wine district exports: 6.4 billion euros;
absolute leadership among all Italian agri-food sectors.

Some territories still show excellent performances:

Friuli: 7%;
Bolzano: 1.9%;
Bresciano: 27.9%.

A sign that the market continues to reward areas capable of innovating and differentiating themselves.

Do you want to sell your winery or mineral water source?

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Selling a business isn’t just about finding a buyer.

Selling a business isn’t just about finding a buyer.
It means capitalizing on years of work, choosing the right partner, and completing the transaction under the best possible conditions.

M&A for agricultural, winemaking, and mineral water bottling companies with sources: sell or acquire at fair value

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We enhance your company and identify the buyer most aligned with your vision and objectives.

M&A Buy-Side
We support companies and investors in researching and evaluating strategic acquisition opportunities.

Collaborations with professionals
We work with qualified accountants, lawyers, consultants, and referrals, leveraging every business opportunity.

A results-oriented approach

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Do you want a confidential discussion?

If you’re considering selling your business or want to explore acquisition opportunities, we’re available for a confidential, no-obligation initial discussion.

info@tenuteagricole24.it

39 375 560 2855

Tenute Agricole 24 by Quidquid
Experience, confidentiality, and results in M&A transactions for the wine and mineral water sectors.