Italian wine: early harvest, reduced yields, new consumption patterns and valorization strategies.

ITALIAN WINERIES

Serena Wines focuses on the premium segment with Audace

Serena Wines 1881, a historic Conegliano winery led by the fifth generation of the Serena family, is entering a new phase of its strategy.

After having built a production of over 30 million bottles , with a significant presence in Prosecco DOC and DOCG and in keg wine, the company is aiming for diversification and the premium range.

The new Audace , presented at Vinitaly 2026, is the company’s first Metodo Classico. Serena Wines is also looking to the non-alcohol segment and expanding its portfolio with a Champagne.

Ermes Winery and Gotto d’Oro: A Partnership in Cooperative Wine

Cantine Ermes is expanding its national presence through a multi-year partnership with Gotto d’Oro , a historic Lazio cooperative active in the Marino, Castelli Romani, and Frascati appellations.

Gotto d’Oro will maintain production operations, from grape processing to bottling, while Cantine Ermes will contribute to managing relationships with its members, use the licensed brands, and provide its marketing expertise.

The goal is to relaunch and strengthen the positioning of the Lazio cooperative’s brands.

Cantina Rauscedo turns 75 and looks to Ribolla and dealcoholized wines.

Cantina Rauscedo celebrates 75 years of business.

With a turnover of 35 million euros, 2,000 hectares of vineyards, 300 member suppliers and approximately 2 million bottles produced each year , it is the largest winemaking cooperative in Friuli Venezia Giulia.

75% of bottled production is Prosecco and Pinot Grigio.

The cooperative is now looking to the development of Ribolla and dealcoholized wines , interpreting the changes in consumption and the growing demand for fresh, white wines with lower alcohol content.

LVNAE: Vermentino between territory, research, and experimentation

The Bosoni family’s LVNAE wineries are a leading producer of Vermentino dei Colli di Luni.

Over time, the company has developed a strategy based on knowledge of individual parcels, valorization of the territory, and oenological experimentation.

Vermentino is interpreted not only as a young and immediate wine, but as a variety capable of expressing complexity and longevity.

Monteci presents Bellebolle Rosé Garda DOC Brut

For the summer, Monteci offers Bellebolle Rosé – Garda DOC Brut , produced with Corvina and Rondinella grapes.

The sparkling wine is made using the Martinotti Method.

The result is a sparkling wine characterized by freshness, minerality, acidity and aromas of flowers and small red fruits, designed especially for summer and convivial consumption.

Cantina Tollo and Champagne Le Mesnil strengthen their collaboration

The relationship between Cantina Tollo and the French cooperative Champagne Le Mesnil , founded in 1937 in Mesnil-sur-Oger, continues.

Cantina Tollo is the exclusive distributor for the Italian market.

The collaboration brings together two important cooperatives united by the desire to promote local areas, production history, and quality.

Terre Cevico advances harvest schedule

Climate change is also changing the organization of work.

Terre Cevico, a cooperative group with a consolidated turnover of 213 million euros, over 500 employees, approximately 900 members and exports to nearly 90 countries , has introduced morning grape delivery.

For Pinot Bianco, Chardonnay and Pinot Grigio, the factories can receive the grapes as early as 6:00 am , avoiding the highest temperatures and helping to preserve the quality of the product.

ITALIAN WINE AND OENOLOGY

2026 Harvest: Heat Brings Harvest to a Closer Approach

The 2026 Italian harvest generally presents itself with vineyards in good health and positive quality prospects , but with one determining element: the heat.

High temperatures are accelerating ripening and in many areas the harvest could begin several days earlier than average.

According to oenologist Andrea Pala, it is essential not to limit oneself to measuring sugars, but also to check the acidity, aromas, colour, consistency and health of the grapes .

The risk is in fact obtaining grapes with a high sugar concentration but not yet perfectly ripe from an aromatic and phenolic point of view.

Veneto: harvest brought forward by 8-10 days

The indications emerging from the Veneto Wine Triptych show a 2026 harvest at least 8-10 days earlier than usual .

Despite the heat and water stress, Veneto vineyards are generally holding up.

Compared to the approximately 14.7 million quintals of grapes harvested in 2025 , production in 2026 is expected to be substantially stable or slightly decreasing.

Euganean Hills: Harvest begins August 10th

In the Euganean Hills, the harvest should begin on Monday 10 August , about a week earlier than the previous year.

We will start with Pinot Bianco and Chardonnay, continuing with Serprino and grapes intended for the sparkling wine bases.

The red Bordeaux varieties will instead be harvested between the end of August and the beginning of September.

The health status of the grapes is indicated as very good.

The climate changes the rules of viticulture

High temperatures are requiring new agronomic strategies.

Soil management, increasing organic matter, grassing, green manures, and increasing the soil’s water-retention capacity are becoming increasingly important tools.

Late varieties may be particularly exposed if high temperatures and drought continue.

Early harvesting therefore risks becoming an increasingly frequent feature of Italian viticulture.

MARKET, PRODUCTION AND STRATEGIES

Less wine can mean more value

One of the central issues of 2026 concerns supply management.

In a global market characterized by more selective consumption, producing greater quantities does not necessarily mean increasing profitability.

Champagne , with yields set at 8,800 kg per hectare, represents an international example of supply planning aimed at managing stocks and protecting value.

In Italy too, there is growing attention towards yield reduction policies.

Tuscany: Reducing Yields to Defend Market and Prices

The Tuscany Region has accepted the protection consortia’s requests regarding yield reductions for the 2026 harvest.

The measures concern:

Brunello di Montalcino DOCG;
Chianti DOCG;
Chianti Classico DOCG;
Toscana IGT.

The reduction could be approximately 20% , with differences between the various denominations.

The goal is to contain surpluses, rebalance supply and demand, and protect prices and company profitability.

Puglia: 5 million hectoliters still in the cellars

The situation in Puglia is particularly delicate.

According to data from Cantina Italia recalled by CIA Puglia, there are at least 5 million hectolitres of unsold wine in regional cellars.

Over 3 million hectoliters would concern PGI and PDO wines.

The excess supply is putting pressure on grape and wine prices, impacting company profitability and employment.

CIA Puglia calls for interventions, support, and greater innovation to revitalize the sector.

Low natural wines: low natural alcohol content on the rise

Alongside dealcoholized wines, another category is developing: naturally low-alcohol wines , also known as “low nat”.

These are wines that can reach up to 8.5 degrees , without any dealcoholization process of the finished product.

The result is achieved through agronomic practices, clonal selections and specific cellar techniques.

The phenomenon could become particularly interesting for Italian denominations and for the younger consumer market.

Alcohol Dealers: Italy is still at the beginning

The Italian market for no- and low-alcohol wines remains less developed than countries such as France, Germany, and Austria.

The experience of Passione Zero , a specialized wine shop in La Spezia with around 70 labels, however, highlights a growing interest.

According to founder Riccardo Sturlese, one of the obstacles is still the perception of dealcoholized wine as a qualitatively inferior product to traditional wine.

Italian Rosés: From Seasonal Wine to a Class of Their Own

Rosé continues to strengthen its positioning.

From a predominantly summer product, it is becoming a wine category with a precise identity.

More and more producers are designing their rosé directly from the vineyard , selecting specific plots, harvest times and winemaking techniques.

Freshness, versatility and the ability to combine are contributing to the growth of the category.

Sushi and Italian wine: pairings with Asian cuisine are growing.

The combination of fusion cuisine and Italian wine is now a consolidated trend.

Through its “Summer Dreams” project, Cantina San Michele Appiano offers pairings of contemporary Japanese cuisine and full-bodied wines.

An example is the Chardonnay Sanct Valentin 2024 , used to accompany complex sushi preparations characterized by savouriness, fattiness and spicy components.

Vermouth and bitters return to the forefront of the aperitif scene.

In the summer of 2026, Spritz is no longer the only protagonist of the Italian aperitif.

Cocktails based on vermouth and great Italian bitters are growing, reinterpreted with ice, citrus fruits, soda water and tonic water.

The phenomenon represents a return to Italian tradition through more contemporary consumption formulas

AGRICULTURE AND SECTOR POLICIES

Coltivaitalia: An additional billion euros for agriculture

The Chamber approved Coltivaitalia in first reading, a measure that provides for over 1 billion euros of additional investments in the primary sector .

According to Minister Francesco Lollobrigida, the initiative aims to support sectors with the greatest potential, reduce dependence on foreign countries, and promote research and generational turnover.

The parliamentary process will continue in the Senate, with the aim of making the resources available by early 2027.

WINE AND HEALTH

Cotarella: distinguishing between moderate consumption and abuse

Riccardo Cotarella once again addresses the relationship between wine and health, calling for greater scientific attention and fewer generalizations.

The key point is the need to distinguish between the type of drink, the quantity consumed, the frequency and method of consumption , avoiding automatically equating moderate wine consumption with alcohol abuse.

The debate recalls international studies on the relationship between moderate consumption and health.

Nutrition and Prevention: A Summer Campaign in Italian Town Squares

Coldiretti, Federconsumatori, Fondazione Campagna Amica, and Fondazione Aletheia are promoting a campaign dedicated to the relationship between nutrition and health.

The initiative focuses on promoting Italian, seasonal, traceable products from local supply chains.

The activities will involve Campagna Amica markets, agritourisms, and summer events.

INTERNATIONAL

Made in Italy in the United States: a strategic market

The United States continues to represent one of the key markets for Italian agri-food.

The Summer Fancy Food Show in New York confirms the ability of Made in Italy products to attract buyers, distributors, and consumers.

Italian Ambassador to the United States Marco Peronaci calls strengthening Italy’s economic and cultural presence a priority for the Italian system in a market of over 330 million consumers.

Spain: No official harvest forecast

Spain also chooses caution with its estimates for the 2026 harvest.

Cooperatives in Castilla-La Mancha have decided not to publish production forecasts due to high temperatures and meteorological uncertainty.

The choice follows a similar approach adopted in France and Italy.

Slovenia: Natural producers oppose new wine law

Slovenia’s new wine regulations are raising concerns among some natural wine producers.

The law requires laboratory analysis and organoleptic evaluation even for wines without PDO and PGI certification .

A five-member commission evaluates the product’s suitability for marketing.

The Santei winery from the Vipava Valley has launched a petition against some aspects of the new regulations.