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Episode 3, Wine is not in crisis.

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Young people aren’t abandoning wine: they’re changing the way they approach it.
One of the most discussed topics concerns the relationship between young people and wine.
Many argue that the new generations are not interested.

Even in this case the reality is more complex.

Millennials today represent the fastest growing segment in demand for wine tourism experiences.

Nearly 70% of companies indicate them as the group most present in visits and events dedicated to wine.

Young people don’t refuse wine.

They reject some communication models.

For years, the sector has spoken primarily to insiders: complex language, technicalities, excessive classifications.

Today consumers are looking for:

authenticity
simplicity
experiences
relations
emotions

It is in this context that the Sardinian project dedicated to young Cannonau was born, presented at the National Congress of Assoenologi as a model for dialogue with the new generations.

The idea is simple:

not to change the identity of the wine, but to find new languages to describe it.

Young people continue to drink.

They often drink less quantity but seek greater quality.

They alternate wine, cocktails and non-alcoholic drinks.

They choose more consciously.

This is a cultural shift, not an abandonment of wine.

Companies that are able to interpret this evolution will have enormous opportunities in the coming years.

Wine press review for Monday June 8 -2026

with:

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

Italian Wineries

Villa Russiz becomes the official wine of the Holy See. In the Collio region, “Laudato Sie” is born, a blend produced by the Villa Russiz Foundation and intended for official Vatican events. A project that combines wine, sustainability, and social inclusion.

Elena Walch enters the world of Trentodoc. The new Moncalisse winery, dedicated exclusively to the production of Metodo Classico sparkling wines, has opened, strengthening the group’s presence in the Italian premium segment. Cantina Futurista: Treviso’s new urban winery. An innovative project that brings on-site winemaking into a restaurant, transforming wine into a direct experience for the consumer. Peri Bigogno opens tours in Italian Sign Language. The historic Brescia winery introduces guided tours accessible to the deaf and hard of hearing thanks to the use of Italian Sign Language. Rio del Sol continues its legal battle . The winery is claiming full legality for its tasting and direct sales activities following the suspension of the ruling by the Regional Administrative Court.

Italian Wine and Oenology

Green light for production reduction. With 57 million hectoliters in stock, the Italian Wine Union approves extraordinary measures to rebalance supply and demand, including reduced yields and a temporary halt to new plantings.

Catarratto, a symbol of the new Sicilian wine industry. More and more producers are focusing on enhancing the identity of the Sicilian grape variety, transforming it from a mass-produced wine to a strategic lever for reputation and value. Piedmont: Moscato and grape prices alarm bells. The consumption crisis and rising inventory levels are worrying over 3,000 companies. Agricultural organizations are calling for the protection of grape value to safeguard the supply chain’s profitability. Low-alcohol and dealcoholized wines are increasingly prominent . Alchimaestro, an innovative compact system for the dealcoholization of wine, is being presented. At the same time, interest in low-alcohol wines is growing, as demonstrated by the Farinetti family’s “Cinque Gradi” project. Garda DOC looks to new consumers. The Garda DOC Consortium confirms its strategy focused on low-alcohol wines and international markets, interpreting the evolution of global consumption. Volatile acidity: the debate divides the sector. Several producers oppose the proposal to increase regulatory limits, arguing that the issue should be addressed primarily in the vineyard, not just in the cellar. Wine Technology: Color as a Management Tool. A new technical study on the role of color as a key parameter for quality control throughout the production chain. The Col Fondo phenomenon continues to grow. The success of Prosecco and its more traditional interpretations confirms the ability of Italian sparkling wines to conquer the global market. Women and Wine. The debate on the gender gap in the wine sector continues, with growing attention to the role of women in institutions, regions, and businesses.

International Scenario

Albania: Çobo Winery’s reputation grows The Berat winery represents one of the symbols of Albania’s winemaking renaissance, promoting native grape varieties and territorial identity.

The Historic Wines of Napoleon and Stalin. An extraordinary collection of historic bottles belonging to the Tsars, Napoleon, and the Soviet era opens to the public in Georgia. The Wachau Valley: one of Europe’s great wine regions. The Austrian region, a UNESCO World Heritage Site, continues to be a model of integration between landscape, viticulture, and tourism. Geopolitical Tensions and the Risk of a Food Shock. The crisis in the Strait of Hormuz could lead to price increases for energy, fertilizers, logistics, and agricultural production, with impacts also on the wine sector.

Events, Tourism and Wine Culture

Verona Arena: Record-Breaking Prosecco Superiore DOCG Toast Over 10,000 people attended the largest collective toast ever dedicated to the UNESCO Conegliano and Valdobbiadene Hills.

Open Cellars Marche 2026. Over 70,000 visitors and 86 participating companies confirm the growth of wine tourism and first-hand winery experiences. 2026 Wine City Competition. Sardinia wins 29 awards and two Grand Gold Medals, confirming the growing value of its signature grape varieties. Sorso is a leading player in Europe. The Romangia winery once again wins the Grand Gold Medal for its Fidelio Carignano IGT. Sernaglia is Culture. The dawn concert returns to the hills of the Quartier del Piave, combining landscape, music, and local heritage. Gourmet Identities: Wine between Cinema, Culture, and New Consumption. Wine tells its story through stories of local culture, well-being, and new interpretations, including non-alcoholic products.

Strategic Scenario of the Day

The news of June 8th confirms three major directions of change:

Production control to protect prices and margins.
Growth in the low-alcohol and dealcohol-free segment , which should now be considered a structural and no longer marginal trend.
Enhancement of the territory and the experience , with wine tourism, events, and local identity becoming increasingly important tools for creating value.

Italian wine isn’t just changing its product: it’s changing its business model. Companies that successfully integrate innovation, sustainability, tourism, and territorial identity will be the ones leading the market in the coming years.

Wine press review for Sunday June 7 -2026

with:

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

Sunday, June 7, 2026

Italian Wineries

Masciarelli (Abruzzo)

The new Villa Gemma Cerasuolo d’Abruzzo Superiore 2025 has been presented, confirming the quality of the Masciarelli family’s flagship line.

La Montanina (Chianti Classico)

The 2022 Chianti Classico Riserva makes its debut, an authentic expression of Sangiovese from Gaiole in Chianti and the Gallo Nero tradition.

Maculan (Veneto)

The 2023 Torcolato confirms the Breganze winery’s historic role in promoting sweet, dried-grape wines.

Lands of Leone (Valpolicella)

The company continues its growth path between Amarone and Valpolicella, focusing on innovation, design, and international presence.

Kellerei Bozen (South Tyrol)

The 2025 Kerner Puntscheit showcases one of the iconic grape varieties of the Isarco Valley and South Tyrolean mountain viticulture.

Istine (Chianti Classico)

Despite a difficult 2023 harvest, the company confirms the high quality of its organic wines.

ABFV Italy

The Alejandro Bulgheroni Family Vineyards group is strengthening its presence in Tuscany with five organic estates united by a shared vision of sustainability and regenerative agriculture.

Italian Wine and Italian Oenology

Markets and supply chain

Record agri-food exports

Italian agri-food districts are expected to reach nearly €30 billion in exports in 2025 (up 4.1%). Wine recorded a slight decline (-1.7%) but remains the leading sector, with €6.4 billion in exports.

UIV: production containment

The Italian Wine Union (Unione Italiana Vini) approves extraordinary measures to rebalance supply and demand: a temporary halt to new plantings, a reduction in yields, and a revision of production specifications.

Research and innovation

Wine Research Team

€27 million in investments for nine research projects for the future of viticulture, involving nearly 30 Italian wineries.

Underwater cellar

The “Tiramisù” project in the Gulf of Scarlino is entering its operational phase and aims to create a new model of wine tourism based on wine aged underwater.

Territory and denominations

Pinot Grigio from Collio

There is growing interest in Pinot Grigio del Collio, increasingly recognized for its personality, longevity, and strong territorial identity.

Best Sardinian Wine 2026

Il Proibito from Cantina Giovanni Camboni won the Grand Gold Medal at the Città del Vino Competition, confirming the value of the Cagnulari grape variety.

Trends and consumers

Wine tourism on the rise

Over 60% of Italian wineries are seeing an increase in direct sales thanks to wine tourism. Experience is becoming increasingly central to the wine business.

Wine is changing

The sector is not in crisis but undergoing transformation: brands, experience, direct sales, and internationalization are growing.

Young people and wine

Millennials are driving the growth of winery visits and wine tourism experiences. Simpler, more contemporary communication is needed.

Assoenologi: new Renaissance

The National Congress calls for a focus on innovation, hospitality, sustainability, and digitalization to build the future of Italian wine.

Wine culture

Antinori Art Project

The dialogue between wine, architecture, and contemporary art continues in the Chianti Classico area with a new project by Armin Linke.

Wine and cultural reflection

Roberto Frega’s new book offers an innovative interpretation of wine beyond the contrast between conventional and natural.

Technical insights

Focus on rosé and claret wines, techniques for recognizing oxidized wine, and new consumer trends.

International

Wine and art around the world

From Greece to California to Sicily, the phenomenon of wineries integrating contemporary architecture, art, and wine experiences is growing.

Japan and Tuscany

The story of Tatsuhiko Ozaki tells the story of the recovery of ancient Japanese vines through a project developed in Mugello.

Premium cocktails and terroir

The Ready-To-Drink segment continues to grow globally and is increasingly focusing on quality, territorial identity, and premiumization.

The oldest vine in the world

In Maribor, Slovenia, a vine over 450 years old continues to produce wine and is today one of the symbols of European winemaking.

Wine Events

Prosecco DOCG takes center stage at the Verona Arena

Over 10,000 people toasted with Conegliano Valdobbiadene Prosecco Superiore DOCG during the “World Champions – Italy Loves UNESCO” event.

Roots of the South 2026

Eight Irpinia wineries are featured at the Puglia event dedicated to the great wines of Southern Italy.

Open-Air Cellars – Cesena

The event that combines tastings, local culture, and social inclusion with the wineries of Romagna returns on June 12th.

Merano Wine Festival Calabria

The 2026 edition will focus on territorial identity, international buyers, and the promotion of Calabrian winemaking.

Strategic Scenario of the Week

Three themes emerge clearly:

Production containment and inventory management become priorities for the sector.

Wine tourism, experience, and culture remain the main drivers of value growth.

Innovation, research, and new languages will be crucial to conquering consumers and markets in the coming years.

Wine press review for Saturday June 6 -2026

with:

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

Italian Wineries

Venissa presents the new Venetian Dorona Crus. The Bisol family promotes the revival of Dorona through three crus grown on the islands of the northern Venice lagoon, confirming the growing interest in historic vines and unique territorial identities.

The Vatican’s Official Wine Is Born. The Villa Russiz Foundation will produce the red blend “Laudato Sie,” intended for official Holy See events. Initial production will be 5,000 bottles from the Collio Friulano area. Moncalisse: A New Trentodoc Project Is Born. Julia and Karoline Walch are launching a new winery dedicated exclusively to Trentodoc on Monte Calisio, focusing on establishing a distinct identity from the historic family winery. Pertinace Closes 2025 with Record Revenue. The Treiso cooperative celebrates the 50th anniversary of the first Barbaresco, confirming financial results that buck the trend of the international market. Ceretto Strengthens Wine Tourism in the Langhe. In La Morra, “Le Brunate” opens, a new restaurant nestled in the vineyards, designed to bring together hospitality, local tradition, and a food and wine experience. New Awards for the Giuntelli Winery in Sardinia. Three international awards confirm the quality of the work with native Sardinian grape varieties and strengthen the visibility of the Trexenta region. Roeno promotes the Terradeiforti DOC The company continues to invest in biodiversity, native vines and the longevity of its wines, with particular attention to Enantio.

Italian Wine and Italian Oenology

UIV proposes a plan to contain production. Unione Italiana Vini approves a package of measures to rebalance supply and demand: reduced yields, a temporary ban on new plantings, and updated specifications.

Piedmont: Anti-crisis strategy called for. Cia Piemonte and Valle d’Aosta proposes green harvesting, limits on new plantings, and general wine conditions to address the slowdown.

Italian wine is not in crisis, but must change. The Envisioning2035 summit highlights the need to invest in management, new markets, speed of decision-making, positioning, and new consumers. Wine tourism and emerging markets will be the drivers of the future. According to Nomisma Wine Monitor, wine tourism already generates over €3 billion and represents one of the sector’s main growth opportunities. Vermentino as the new Pinot Grigio. Ettore Nicoletto suggests building a new international phenomenon around Vermentino, expanding the Italian offering beyond Prosecco and Pinot Grigio. Pinot Grigio del Collio takes center stage. The extraordinary capacity for evolution of Pinot Grigio del Collio has been recognized, increasingly identified as a quality, territorial wine. Sicily confirms its leadership in wine tourism. The island’s leading companies highlight a growing demand for authentic, quality experiences tied to the region. Marina Cvetic named Cavaliere del Lavoro. Recognized for her contribution to the international promotion of Abruzzo and Italian wine and the promotion of regenerative agriculture. Mariano Murru, Knight of Merit of the Republic, was recognized for his contribution to the growth of Sardinian wine and the international recognition of Argiolas wines. Alto Adige Schiava takes center stage at the Vernatsch Cup. Fliederhof and Ansitz Waldgries won the title of “Vernatsch of the Year,” confirming the qualitative growth of Alto Adige Schiava.

International Scenario

Global wine market still under pressure. Declining consumption and exports, full warehouses, and reduced margins continue to worry the sector, especially in the Piedmontese production areas.

China opens new opportunities for Italian companies. A memorandum of collaboration has been signed with Confapi to encourage investment and commercial development of Italian companies in the Chinese market. Vetropack presents Europe’s lightest bottle. The new 350-gram Reno bottle reduces emissions, logistics costs, and environmental impact throughout the wine supply chain. Farewell to Mario Matasci. A historic figure in Swiss winemaking and Ticino’s artistic culture has passed away at the age of 94.

Agricultural Policies and Regulations

Agea surpasses €10 billion in aid disbursed. A record amount of aid to Italian agriculture is expected in 2025, with a significant increase in resources for rural development and business support.

New decree on Protection Consortia The Ministry strengthens the role of the DOP and IGP Consortia in promoting, defending, and enhancing certified Italian products.

Wine Events

Asolo Prosecco Superiore DOCG Selection – June 9th In Montebelluna, a new formula directly involving the Ho.Re.Ca. sector and supply chain operators.

Wine Experience Abruzzo – June 18 in Rome. Twenty-two wineries will showcase their regional excellence to the press, industry professionals, and wine lovers. Meetings with the Author and Wine – Lignano. From June 11 to September 3, one of the most important cultural and food and wine events in Friuli Venezia Giulia returns. Colline Teramane è Vino. The event dedicated to Abruzzo’s first DOCG makes its debut, featuring tastings and masterclasses. Cantine all’Aperto – Cesena. Tastings, producers, and social initiatives to promote Romagna wine and inclusion. Città del Vino 2026 International Wine Competition. Record-breaking edition with over 1,400 wines and grappas tasted. Presentation of the book “Vino & Turismo.” The first university textbook dedicated to wine tourism will be presented on June 10 in Rome. “Bere il Territorio” Literary Competition. Go Wine launches the 25th edition of the initiative dedicated to the culture of wine, landscape, and sustainability.

Strategic Summary of the Day

The most significant news of June 6, 2026, is the growing consensus surrounding the need to curb domestic wine production to rebalance the market. At the same time, three increasingly clear directions for development are emerging:

Wine tourism as a new source of profitability .
Research into new international markets , with particular attention to Asia.
Promoting local grape varieties (Vermentino, Schiava, Dorona, Enantio) as a competitive lever for the future.

The sector does not appear to be in decline, but rather undergoing profound transformation that requires greater strategic vision, control of supply, and the ability to create value beyond the simple sale of wine.