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Episode 2 – Wine is not in crisis

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Wine tourism: the true driving force behind the new growth of Italian wine.

If wine were truly in crisis we wouldn’t be witnessing the boom in wine tourism.
Yet the numbers tell a different story.

According to the ilGolosario Wine Tour Observatory, analyzing approximately 1,700 Italian companies, over 60% of wineries have seen an increase in direct sales thanks to wine tourism activities.

This is a huge number.

This means that wine is no longer purchased only on shelves or through distributors and importers.

More and more often it is purchased directly where it grows.

The modern consumer wants to live an experience.

He wants to visit the vineyards.

He wants to know the manufacturer.

He wants to understand the territory.

He wants to eat, taste, photograph and share.

In fact, 82% of visitors choose itineraries that combine:

visit to the cellar
tasting
gastronomic experience
discovery of the territory

Wine thus becomes an integral part of a tourist ecosystem.

Italy has an extraordinary competitive advantage.

No other country can offer simultaneously:

unique landscapes
thousand-year history
an immense artistic heritage
regional cuisine
hundreds of denominations
widespread hospitality

Many Italian wineries are still only exploiting part of this potential.

And this is where one of the key growth opportunities for the next decade lies.

Rather than increasing production, we need to increase the value of experience.

Those who visit a winery often become loyal customers for years… and this is worth much more than a single sale.

Wine press review for Friday June 6 -2026

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

Italian Wineries

Villa Russiz presents “Laudato Sie.” This new red wine is part of the Borgo Laudato Si’ project in Castel Gandolfo. This initiative combines sustainability, social inclusion, and the promotion of the Friuli region.

Fattoria Sardi launches 15 Primavere Rosé 2025. The biodynamic winery in the Colline Lucchesi area celebrates the fifteenth vintage of its flagship rosé, made from organic Sangiovese, Syrah, and Vermentino grapes. Boschetto Campacci, a rebirth in Chianti Classico. The Sienese estate, led by the Frascino family, continues its development journey, focusing on high quality and territorial identity. Casorzo winery wins awards in Croatia . The Malvasia di Casorzo DOC It’s Rock 2024 won the bronze medal at the 2026 Vinistra Wine and Spirits Awards. Turrini winery: new management after the crisis. The historic Romagna winery is being taken over by Enoitaly. The employment issue remains open for some of the workers still on furlough. Calabria’s first underwater winery. The Sinus Underwater Wines project is taking shape in San Nicola Arcella, with wines aged 35 meters deep in the Tyrrhenian Sea.

Italian Wine and Oenology

Envisioning 2035: Italian wine changes model. A clear vision emerges from the Milan summit: less focus on volumes and more attention to wine tourism, emerging markets, management, and value creation.

UIV approves production containment. Green light for measures to reduce yields and rebalance a market characterized by high inventories and slowing consumption. Assoenologi: strategies against climate change. The Conegliano Congress highlights the need to adapt vineyards and wineries to higher temperatures, rising alcohol levels, and soil impoverishment. Beneficial bacteria and fungi combat grapevine diseases . New international research opens up interesting prospects for the biological control of grapevine trunk diseases. Catarratto, a new strategy for Sicily. The historic Sicilian grape variety is being relaunched as a tool for territorial identity, cultural valorization, and market positioning. Verjus: agresto is back in the spotlight. The ancient juice obtained from unripe grapes is experiencing a new wave of interest in contemporary restaurants and mixology. The world’s smallest vineyard in Reggio Emilia. On a terrace measuring just 20 square meters, ViaMari10 is born, a curious urban viticulture experience that produces approximately 30 bottles per year. Severe weather in Emilia-Romagna. Hailstorms and thunderstorms are jeopardizing up to 80% of production in some areas of the Carpi province, with significant damage to vineyards. Sweet wines: new communication is needed. Experts emphasize the need to revitalize the cultural and commercial value of sweet wines through more modern and accessible communication.

International

Global wine exports slowing In 2025, global wine trade will fall to 33.8 billion euros, while the weight of emerging markets and the importance of geographical diversification increase.

Cremisan Wine Estate takes center stage at Vini d’Abbazia. The historic Holy Land winery will be the focus of a masterclass dedicated to the dialogue between religions and wine culture. International research on vine health. A University of Oregon study explores the use of native microorganisms as a sustainable tool for plant protection.

Wine Events

Abbey Wines 2026 – Fossanova (Latina) From June 12th to 14th, meetings, tastings, contemporary art, and masterclasses dedicated to the relationship between wine, culture, and spirituality.

Conegliano Valdobbiadene Prosecco Spring 2026 Tastings, gastronomy, culture, and a partnership with the Vulture area of Basilicata enliven the event program. Record-breaking Open Cellars in Abruzzo. Over 50,000 glasses distributed and approximately 100,000 attendees confirm the growth of regional wine tourism. Dialogues on Franciacorta at Barone Pizzini. A meeting between Silvano Brescianini and Armando Castagno dedicated to the history, territories, and great reserves of Franciacorta. Tuesday in the Cellar at Letrari. Aperitifs, vinyl music, and tastings highlight the relationship between wine and conviviality. Franciacorta Road. Six cycling routes through vineyards, villages, and wineries to discover the region in a sustainable way. Caravaggio: Genius and Madness. In Rome, a cultural itinerary dedicated to Caravaggio concludes with a themed wine tasting. Vo’ Vecchio and the Parco del Venda Winery: A historic visit to Villa Contarini Giovanelli and a tasting of Euganean Hills wines. “Vini e Cantine” Award in Venosa: Young designers showcase innovative and sustainable ideas for the wineries of the future.

Strategic Scenario of the Day

Today’s news confirms five now evident trends for the Italian wine sector:

production containment to rebalance the market;
growth of wine tourism as an economic lever;
agronomic and oenological innovation to address climate change;
valorization of identity grape varieties and territories;
need for new communication and business models to intercept the consumers of the future.

Wine Trends and Performance in Italy for the Week of June 1-5 – 2026

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The Italian wine sector continues to experience profound transformation. This week’s data confirms that we are not simply facing a cyclical crisis, but rather a structural shift affecting consumption, exports, distribution models, communication, wine tourism, and production management.

Italian wine remains a world power, but it must adapt.

Italy maintains its international leadership thanks to a unique heritage of territories, denominations, biodiversity, and globally recognized quality. The sector continues to represent one of the most important assets of the Made in Italy agri-food industry and is confirmed by the support of institutions, supply chain organizations, and international markets.

The message that emerges forcefully from the contributions of producers, analysts, winemakers, and associations is clear: Italian wine must no longer focus solely on volume growth, but on value creation, economic sustainability, and the ability to understand new consumers.

Exports: Traditional markets slow, emerging markets grow

Exports continue to be the main driver of the sector’s growth, but the first quarter of 2026 still highlights significant tensions.

The data from the UIV Observatory show:

extra-EU exports of approximately 1 billion euros
drop in value of approximately -11%
United States at -20.5%
China still slowing down sharply
Canada on the rise
Japan in strong growth
Mexico, Brazil, Russia and Vietnam among the most dynamic markets

The American market continues to pose the main challenge, primarily due to the effects of tariffs and the decline in domestic consumption. However, Prosecco and numerous premium labels are maintaining positive performances.

At the same time, there is a growing awareness that the future of Italian wine will depend on the ability to diversify markets. Vietnam, Thailand, South Korea, India, Mercosur, Mexico, Colombia, Poland, and Romania are emerging as strategic areas with high growth potential.

The Vietnamese leg of the “Wines Experience” project confirms this very direction: tapping into new markets before they become mature and highly competitive.

Production: avoiding excesses to protect value

One of the most important topics that emerged this week concerns supply management.

Lamberto Frescobaldi sent a very clear message:

Producing more than the market can absorb risks depressing prices along the entire supply chain.

The high stocks present in many wine-growing areas are pushing some denominations to consider reducing yields for the next harvest.

The strategy is no longer to maximize the quantity produced, but to preserve the economic value of the wine and the sustainability of the companies.

This issue becomes particularly sensitive in areas with a strong viticultural vocation such as Piedmont, where agricultural organizations report situations in which the price of grapes risks falling below production costs, jeopardizing the profitability of businesses and the social stability of rural areas.

Consumption: the problem is not the wine, but the consumer

The most important change concerns consumer behavior.

According to Nomisma Wine Monitor:

usual consumption decreases
occasional consumption increases
Consumption related to social moments is growing
the role of wine as an everyday drink is decreasing
the demand for experiences is increasing

Over the last twenty years, the traditional Mediterranean model has progressively weakened.

Young people don’t reject wine, but they experience it differently:

they seek authenticity
they want simple languages
they favor experiences over technical knowledge
they want inclusiveness and accessibility
they are sensitive to the quality-price ratio

The real challenge for the sector is not convincing young people to drink wine, but making it culturally relevant to the new generations.

For this reason, projects dedicated to Gen Z are multiplying, aiming to simplify communication and eliminate the perception of wine as an elitist product or reserved for experts.

Wine tourism: the engine that continues to grow

While traditional sales are slowing, wine tourism continues to record very positive results.

Data from the ilGolosario Wine Tour Observatory highlights that:

Over 60% of wineries increase direct sales thanks to wine tourism
82% of visitors choose experiences integrated between wine, gastronomy and territory
approximately 40% of companies plan new investments in hospitality
Millennials represent the fastest growing segment

The modern visitor is not just looking for a tasting.

Near:

territory
landscape
culture
gastronomy
hospitality
authenticity

The wineries that grow the most are those that manage to transform wine into experience and the territory into a story.

Wine tourism thus confirms its position as one of the main tools for creating value for the Italian wine sector.

Cooperation: a pillar of Italian wine

The week also highlighted the strategic importance of cooperation.

Italian agri-food cooperatives:

generate approximately 38 billion euros in turnover
represent over 20% of Made in Italy agri-food products
they produce over 60% of Italian wine
they export approximately 8 billion euros

The cooperative model continues to represent one of the most effective tools for bringing together production, investment, innovation, and sales force, especially in a time of growing international competition.

Climate change, innovation and identity

The sector also continues to face structural challenges:

climate change
water resources management
sustainability
agronomic innovation
digitalization
generational transition

Future competitiveness will depend on companies’ ability to integrate innovation and territorial identity without losing authenticity.

As Renzo Cotarella emphasized, Italian wine has already undergone its major revolutions. Today, the key is to evolve, understand consumers, and better communicate the true value of its products.

Wine press review for Thursday June 5 -2026

with:

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

Italian Wineries

Campari prepares for generational transition

The Garavoglia family is moving toward a third generation at the helm of the Campari Group. Alessandro Garavoglia and Jacopo Forloni join the company’s board, marking the beginning of the succession process at the world’s leading aperitif producer.

Attems debuts with a great red in Collio

The Frescobaldi Group estate presents Brezich 2021, the first Collio DOC Cabernet Riserva in the company’s history, made from Cabernet Franc and Carmenère.

Pellegrino relaunches Pantelleria with dry white wines

The historic Marsala winery focuses on dry Zibibbo with its new “Bianco di Venere,” a modern interpretation of the island’s iconic grape variety.

Cantina Tollo presents the “To Be” line

A new range geared towards contemporary consumers is born: a chilled red and a low-alcohol white aimed primarily at international markets.

Pojer and Sandri split after more than 50 years

Historic separation in Trentino wine. Fiorentino Sandri will continue to lead the Pojer e Sandri brand, while Mario Pojer will develop new projects in the Cembra Valley.

Vinolok opens the Italian branch

The Czech company specializing in glass closures is strengthening its presence in the Italian market, which already accounts for 11% of global turnover.

Benanti strengthens wine tourism on Etna

The “Wine & Culture 2026” project was presented at Tenuta Monte Serra, featuring itineraries dedicated to wine, local produce, culture, and hospitality.

I Vini di Maremma winery looks to the future.

Together with the Italian Wine Union, the company is promoting a day of discussion dedicated to changes in the sector and new strategies for the supply chain.

Col d’Orcia, a model of biodiversity

The Avifauna project has identified 70 bird species on the Montalcino organic estate, confirming the environmental value of biodiversity in the vineyards.

Italian Wine and Oenology

Veneto: €11 million to promote wine in non-EU markets

The Veneto Region has published the 2026/27 OCM Wine call for proposals aimed at supporting trade fairs, marketing, and international promotion.

Veronese wines: quality-price ratio is a key factor in sales

According to the UIV Observatory, Amarone, Valpolicella, Soave, and Custoza show strong price elasticity, while Lugana and Ripasso maintain stable demand.

Wine tourism: growing impact on sales

Over 60% of Italian wineries report an increase in direct sales thanks to wine tourism. Millennials are driving this growth.

Franciacorta requests a halt to new plantings until 2028.

The Consortium proposes a temporary block on new vineyards to limit supply and protect the value of the denomination.

Toscana IGT officially becomes “Toscana IGT”

Green light for amending the regulations and introducing sparkling wines into the regional denomination.

Wine crisis in Piedmont

CIA Piemonte raises the alarm: the price of grapes in many areas no longer covers production costs.

Extreme heat in the vineyard: how to protect your vines

Technicians and experts draw attention to preventive measures against thermal stress and solar radiation.

Volatile acidity: producers divided

The debate over the possible revision of regulatory limits continues. Many winemakers are calling for caution to avoid quality risks.

Do native grape varieties really exist?

An in-depth analysis of the concept of autochthony in light of the latest genetic and ampelographic research.

Biodynamics and viticulture

From the Cambium International School in Sicily emerges a vision of biodynamics as an integrated approach to business management.

Solaris and the World of PIWI

Focus on the resistant Solaris grape variety and its growing diffusion in European vineyards.

Vi.Nicola: naturally low-alcohol wine

From the Langhe comes an innovative Moscato with just 5% alcohol content, obtained without dealcoholization.

Ribolla Gialla dredger 2024

Tasting of the new vintage from the organic winery in San Floriano del Collio, an authentic expression of the Gorizia region.

Wine is not in crisis, it’s changing

The series dedicated to the evolution of the sector continues: new consumers, new channels, and new ways of enjoying wine.

International Scenario

France: Vineyard prices plummet

In 2025, the average value of French AOP vineyards will lose 2.9%, with major difficulties especially in Bordeaux and the South-West.

VIK is the best winery in the world

Chile’s Millahue Valley estate takes first place in the World’s 50 Best Vineyards ranking thanks to its integration of wine, hospitality, and landscape.

Discovering Georgia’s wineries

The Merano Wine Festival Georgia highlights the millennia-old tradition of qvevri wines and the extraordinary viticultural biodiversity of the Caucasus.

Low alcohol and 0% trend

The growth in low-alcohol consumption continues, with new offerings also involving the premium aperitif scene.

Events, Tourism and Wine Tourism

Sicily: Over 10,000 attendees at Cantine Aperte

Wine tourism confirms its driving role in the regional economy. The number of wineries participating in the Sicilian Wine Tourism Movement is also growing.

Ancarano protagonist of Open Cellars

Tenuta Antonini in Abruzzo was a huge success, making it one of the most visited wineries at the 2026 edition.

Wine Notes 2026 in Cortona

Eight events including tastings, jazz concerts, and classical music in the wineries of the Arezzo area.

Etna is discovered by train

The historic Circumetnea Railway becomes a tourist itinerary for exploring the volcano’s wineries, gastronomy, and landscapes.

Bierfest Platz returns to Milan

From June 18th to 20th, Piazza dei Mestieri hosts a craft beer festival with tastings, music, and urban culture.

The data of the day

60% of Italian wineries have seen an increase in direct sales thanks to wine tourism.

Wine is increasingly being purchased through experiences, hospitality, and direct contact with the local area. This confirms that the future of the sector increasingly depends on the ability of wineries to transform themselves from mere producers into destinations to experience.

Press review offered by WineIdea .