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Wine press review for Sunday March 8 -2026

with:

Italian wineries, Italian wine producers, and wine news.

Italian Wineries

Cantina Andriano presents “Peter 1893 Lagrein Riserva 2022”

The historic Andriano Winery in Alto Adige is launching a new label dedicated to Peter Pircher, co-founder of the cooperative. The wine comes from historic vineyards in the Bolzano area, planted on sandy soils enriched with porphyry from the Sarntal Valley, which ensure drainage and aromatic finesse. The label celebrates over a century of work with Lagrein, a grape variety that is a symbol of the local tradition.

Rauscedo Winery: Flavio Geretto Appointed General Manager

The Friulian cooperative begins a new strategic phase with the appointment of Flavio Geretto as General Manager. Founded in 1951, Cantina Rauscedo now boasts approximately 2,000 hectares of vineyards between the Tagliamento, Meduna, and Cellina rivers, in an area characterized by stony soils that have helped define a distinctive viticultural identity.

Monte del Frà and the Cà del Magro 2023

Monte del Frà continues its journey to enhance the moraine hills of Custoza. The company, founded in 1958 by the Bonomo family, now manages 137 hectares spread across Bardolino, Lugana, and Valpolicella Classica, maintaining a strong focus on sustainability and the enhancement of historic terroirs.

Tenuta Roveglia: The Lugana of the Three Sisters

On the moraine hills south of Lake Garda, in Pozzolengo, the historic Tenuta Roveglia continues to produce one of the most prized Luganas in the area. Its origins date back to 1404, but the turning point came in the 19th century with Federico Zweifel, who reclaimed abandoned land and introduced the cultivation of Turbiana.

From the Barolo region to Abruzzo: Alessandro Maestri’s selection

The young Turin entrepreneur Alessandro Maestri decided to start his own winery in Cannosa Sannita, Abruzzo, after an education in Gastronomic Sciences and a childhood spent among the vineyards and family winery in Monferrato.

Italian Wine and Oenology

Too much wine in the cellar: the issue of stocks

According to the Cantina Italia ICQRF report, as of December 31, 2025, Italian cellars held 59.5 million hectoliters of wine , exceeding 70 million when musts and fermenting wines are included . The problem isn’t the harvest, which remained stable at 44.3 million hectoliters , but the slowdown in sales. Prices for ordinary white wines have fallen by an average of more than 10% , while exports outside the EU are estimated to decline by 7% in 2025.

International direct wine sales are growing

Direct-to-consumer (D2C) sales in Europe are becoming a strategic lever for many wineries. In some cases, margins can reach 70% , compared to the average 30% for traditional shelf sales . However, tax and regulatory complexity remains one of the main obstacles to the model’s diffusion.

Vino Nobile di Montepulciano in excellent health

The Vino Nobile Preview confirms the denomination’s solidity. The region stands out for the multifunctionality of its wineries:

  • 75% agritourism
  • 50% tastings
  • 35% catering

In some businesses, hospitality and direct sales generate up to 90% of turnover .

The best Aglianico del Vulture wines under €20

The Vulture region in Basilicata continues to emerge as one of Italy’s most exciting areas for characterful red wines. Aglianico grown on volcanic soils offers wines with great tannic structure, vibrant acidity, and smoky mineral notes.

Forbes Italia: The 100 Iconic Italian Wineries

Forbes Italia has published its list of the 100 wineries shaping the future of Italian wine . Among the most notable names are Allegrini, Banfi, Bellavista, Ca’ del Bosco, Ceretto, Donnafugata, Ferrari Lunelli, Frescobaldi, Planeta, and Zenato.

“Post-natural” wine

According to philosopher Roberto Frega, author of the book Post-Natural Wine , the natural wine movement has entered a new phase. From a counterculture, it has become a recognized market category, widespread in restaurants and wine bars around the world.

International

Wine and Health: Professor Simon Feldhaus’s Opinion

Swiss physician Simon Feldhaus, a specialist in longevity medicine, argues that the alcohol debate is often driven by an overly alarmist approach. According to the scholar, moderate wine consumption can be compatible with a healthy lifestyle.

Wine Events

Assoenologi Forum “Wine and Youth”

On March 13th, a forum dedicated to the relationship between new generations and wine will be held at Palazzo Medici Riccardi in Florence . The initiative aims to understand new consumption patterns and promote a responsible approach to wine culture.

Excellence of Tuscany 2026

The 24th edition of Eccellenza di Toscana takes place at the Stazione Leopolda in Florence, with over 450 companies and more than 2,100 wines tasted by 86 AIS sommeliers.

MUNDUS VINI Spring Tasting 2026

The international competition saw 5,500 wines blindly tasted by an international jury. Among the results, 17 Sardinian wines were awarded gold and silver medals. The official ceremony will be held during ProWein 2026 in Düsseldorf .

Garda DOC at ProWein with low alcohol wines

The Garda DOC Consortium will present its new low-alcohol labels (around 9%) for the first time at ProWein, a typology recently introduced into the denomination’s regulations.

Training and Sector Policies

New Agricultural and Viticultural Sciences course at the University of Salento

The university is launching an academic program dedicated to the challenges of contemporary agriculture: climate change, sustainability, technological innovation, and the development of winemaking supply chains.

Wine Investment Call 2026–2027

The regional call for proposals for wine investments under EU Regulation 2021/2115 has been approved. Applications may be submitted via SIAN until May 15, 2026 .

Wine culture

Homage to the scholar Emilio Filieri

The academic volume Verace via , dedicated to the scholar Emilio Filieri, an important figure in the promotion of local culture, was presented at the Oil and Wine Museum in Squinzano.

Investment opportunities in the wine sector

Winery with industrial cellar – Calabria

In the heart of Calabria’s wine-producing region, a 60-hectare agricultural estate is available, with 25 hectares of vineyards and an industrial cellar of over 6,500 square meters with a production capacity of up to 2 million bottles annually . The property is already present on international markets.

Organic Winery – Eastern Hills of Friuli

Prestigious property of approximately 80 hectares with 18 hectares of terraced vineyards , a 1,200-hl cellar, and accommodations with potential for wine tourism development. Average production of 50,000 bottles .

REVOLUTION 20 – Advanced vending machine for wine and water

Technological system installed in a 20′ High Cube container, designed for the automated 24-hour sale of wine, water and soft drinks with total control of flows and stock.

FORBUS – Business Generator for Italian Wineries

A network of professionals created by QUIDQUID Srls to support wine entrepreneurs and investors in strategic transactions: acquisitions, divestments, joint ventures, industrial repositionings, and commercial development.

Thanks for listening.

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

See you tomorrow for the latest news from the world of wine.

Wine press review for Saturday March 7 -2026

with:

Italian wineries, Italian wine producers, and wine news.

Italian Wineries

Caiarossa among Forbes’ “100 Iconic Wineries” for the second consecutive year

For the second consecutive year, the Tuscan winery Caiarossa has been included in Forbes Italia’s “100 Iconic Wineries,” a recognition that recognizes companies that are iconic in Italian winemaking for their quality, sustainability, and international reputation. The award was presented in Milan at the Hotel Principe di Savoia to Technical Director Francesco Villa, who emphasized the importance of vineyard work and the winery’s biodynamic philosophy.

Cantina Campana: Four brothers revive the Cirò tradition

In Cirò Marina, a family story of a new winemaking entrepreneurship is taking shape. Four brothers—two engineers and two lawyers—are continuing the family project founded by their father Ferdinando, developing a winery dedicated to the area’s iconic grape, Gaglioppo , with a total of nine hectares of estate-owned vineyards and local suppliers.

Fontanavecchia and the Falanghina Experiment

The Rillo family, in Torrecuso nel Sannio, continues its experimentation with Falanghina, using late-harvest grapes from three distinct areas of Taburno. The winemaking project, led by winemaker Emiliano Falsini, aims to enhance the unique characteristics of the area and explore new expressions of the grape variety.

Fontanafredda and the Barolo of “Tenacity”

Fontanafredda, founded in 1858 in Serralunga d’Alba and now a leading Barolo producer with over 120 hectares of vineyards, continues its journey of sustainable innovation. The presentation of the 2022 vintage reaffirmed the company’s strategy, based on organic viticulture, the promotion of crus, and a strong territorial identity.

Andreola and the enhancement of the Valdobbiadene “Rive”

The Andreola winery promotes the culture of Valdobbiadene DOCG through a tasting dedicated to the “Rive,” the crus of the UNESCO World Heritage hills of Conegliano-Valdobbiadene. The goal is to strengthen the quality positioning of the appellation, distinguishing it from the more generic concept of Prosecco.

Italian Wine and Oenology

Drought and agriculture in Trentino: over 60% of farms affected

According to ISTAT data, more than half of Trentino’s farms have suffered damage related to the climate crisis. Despite the challenges, the region is among the most advanced in Italy in adopting smart irrigation systems, developed in part thanks to collaboration with research institutes such as the Mach Foundation.

Monferrato: Wine as an Economic Infrastructure

The Vini d’Acqui, Barbera d’Asti, and Asti Spumante consortia have presented a three-year plan to revitalize the Monferrato winemaking ecosystem. The goal is to overcome the fragmentation of appellations and develop an integrated territorial strategy to strengthen wine’s role as an economic and cultural driver.

Roero DOCG: stable sales in an uncertain global context

Massimo Damonte, president of the Roero Consortium, emphasizes that 2026 opens with substantially stable sales despite international economic tensions. This stable data represents a positive sign in a global market characterized by caution and volatility.

Wine and female credibility in the sector

The testimonies of Viviana Malafarina (Basilisco) and Giulia Monteleone (Etna) bring the issue of equality in the wine world back to the forefront. Both highlight how women are still often forced to demonstrate greater competence and authority than their male colleagues.

The wine crisis according to Farinetti

Oscar Farinetti identifies three factors underlying the consumer crisis: excessive prices, difficulty in opening new markets, and loss of contact with consumers. His proposed solution is pragmatic: more accessible prices and strong exploration of new international markets.

La Guardiense: The Future of Wine Relies on New Models

The La Guardiense cooperative analyzes the transformations in the wine market: declining consumption, increased consumer selectivity, and the need for simpler and more inclusive communication. The future lies in market diversification, direct consumer relationships, and the integration of wine, hospitality, and restaurants.

Collio and Eastern Hills: Strategic Pact for UNESCO Candidacy

The alliance between the Collio Consortium and the Friuli Colli Orientali and Ramandolo Consortium aims to relaunch the UNESCO candidacy of the Collio/Brda/Cuei cross-border area by strengthening promotion and joint strategies.

Wine Communication: Consortia Change Strategy

From South Tyrol to Sicily, Italian consortia are rethinking communications and marketing. New targets, digital channels, international events, and local storytelling are becoming key tools for competing in global markets.

Wine fraud: 2.5 million liters of counterfeit wine seized

The “Vinum Mentitum” operation by the Guardia di Finanza and the ICQRF led to the seizure of 2.5 million litres of wine falsely labelled as DOP and IGP , confirming the importance of controls in protecting the Italian wine supply chain.

Scientific research: the DNA of the Pinot Noir grape

Studies on biomimicry and volatile organic compounds (VOCs) show how plants develop sophisticated strategies to adapt to environmental stress. Research on the Pinot Noir berry offers new insights into improving grape resistance and quality.

Circular economy: how to reuse leftover wine

In the context of domestic and culinary sustainability, various solutions for reusing leftover wine are emerging: from cooking to preservation, to creative applications related to the circular economy.

International

The United Kingdom remains a key market for Italian wine

Despite the decline in imports in 2025 (-4.2% in value and -2.4% in volume), the United Kingdom remains the third most important foreign market for Italian wine , with approximately 770 million euros in purchases in the first eleven months of the year.

Wine Events

“Wines Experience” debuts in London

On April 26 and 27, over 200 Italian wineries will be present at ExCeL London for the first edition of “Wines Experience,” organized by Fiere Italiane Sea with BolognaFiere. The format will continue in 2026 with stops in Ho Chi Minh City (Vietnam) and Mexico City , confirming the initiative’s international scope.

Etna Districts 2026

The major event dedicated to Etna wines will return to Randazzo on April 19 and 20, 2026 , with over 70 wineries already registered. The event represents one of the main opportunities for producers, operators, and the international press to meet and discuss the volcano’s winemaking phenomenon.

Wine Paestum Fest Business: Wine Tourism as a Strategic Lever

During the Wine Paestum Fest Business, the growing role of wine tourism as a competitive factor for wine regions clearly emerged. It’s not enough to produce quality wine: it’s necessary to transform a winery visit into a complete cultural and regional experience.

Opportunities and Innovation in the Sector

Winery with industrial cellar – Calabria

In the heart of Calabria’s wine-growing region, between the Lamezia DOC and Calabria IGT appellations, a 60-hectare agricultural estate is available, with 25 hectares of vineyards and an industrial cellar of over 6,500 square meters with a capacity of up to 2 million bottles annually . The property is already present on several international markets.

Organic Winery – Colli Orientali del Friuli

Prestigious 80-hectare organic and biodynamic estate, with 18 hectares of terraced vineyards , a 1,200-hl winery, and accommodations with strong wine tourism potential. Situated on Eocene Ponca soils, among the most suitable in Europe for high-quality white wines.

Advanced vending machine for wine and drinks

The REVOLUTION 20 2.0 Special system introduces a new 24-hour direct sales model: a technological container with an automatic warehouse that allows for flow control, stock management and digital collections for wineries, mineral water sources and tourist hubs.

FORBUS – Business Generator for Wineries

FORBUS is the network of professionals created by QUIDQUID Srls to support wineries in strategic transactions: acquisitions, divestments, joint ventures, industrial investments, and market repositioning. The goal is not to offer theoretical advice but to guide the company through to operational results.

Thanks for listening. Today’s wine press review was brought to you by WINEIDEA.IT .

See you tomorrow with new news from the world of wine.

Wine press review for Friday March 6 -2026

with:

Italian wineries, Italian wine producers, and wine news.

Italian Wineries

Bottega grows despite tariffs and market uncertainty

The Veneto-based winery and distillery Bottega SpA closed 2025 with a turnover of 98 million euros (3%) , confirming the solidity of the brand despite international turbulence. With over 80% of production destined for export and a presence in 165 countries , the company strengthens its global positioning, with key markets such as the United States, Canada, Germany, and Scandinavia.

The Milan presentation also saw the launch of Alexander Whisky , the company’s first 100% Italian whisky, aged in Amarone, Brunello, and Chianti barrels. Among the new releases is Bottega Stardust Gold 2021 , a collectible Prosecco DOC Extra Brut worth €250 a bottle .

Vinicola Cherchi: Identity and Native Grape Varieties for Sardinia’s Future

In the Sardinian wine scene, the role of wineries that focus on terroir, authenticity, and native grape varieties is growing. The historic Vinicola Cherchi in Usini (Sassari) represents one of the most consistent examples of this strategy, with a project that values biodiversity and sustainability.

The new communication approach also aims to simplify the language of wine , bringing new generations and less expert consumers closer together.

Aglianico lands: Sannio, a land of quality and territorial identity

The Terre d’Aglianico winery, led by Libero Rillo at the foot of Mount Taburno, strengthens its international reputation thanks to the gold medal obtained at the Città del Vino International Wine Competition with the EBE 2024 Falanghina del Sannio Taburno DOC wine.

The recognition confirms the growing role of Sannio as a wine tourism and cultural destination .

Astroni Winery awarded for inclusive wine tourism

Hospitality manager Cristina Varchetta of Cantine Astroni (Campi Flegrei) received the award in the “Inclusive” category at the national Best Wine Hospitality Manager 2026 competition.

The award recognizes a wine tourism model capable of engaging diverse audiences: wine lovers, families, children, and even non-wine drinkers.

Ancient Migliaccio Cellars: History and Wine Between Naples and Ponza

The history of the Migliaccio winery dates back to 1734 , when Charles of Bourbon encouraged the repopulation of the Pontine Islands. Since then, the Migliaccio family has been linked to viticulture on the island of Ponza , producing wines such as Fieno Bianco Lazio IGT 2024 , an expression of a unique Mediterranean terroir.

Italian Wine and Oenology

Slow Wine 2026: Sardinia between tradition and new energy

The Slow Wine guide confirms the vitality of Sardinian viticulture. Fifty-one wineries are included , five of which have been awarded the Chiocciola , a recognition given to the companies that best interpret Slow Food values.

Among the most dynamic areas, the following stand out:

  • Mamoiada
  • Mandrolisai
  • Carignano
  • Winemakers of North West Sardinia

At the same time, the rediscovery of historic vines such as Arvisionadu, Nuragus and Malvasia is growing.

Chianti Classico: Growth Led by Riserva and Gran Selezione

Chianti Classico continues to strengthen its qualitative positioning thanks to the Riserva and Gran Selezione categories, which represent the premium range of the denomination.

The area is also considering becoming a UNESCO World Heritage Site , which could further strengthen the international value of the denomination.

Chianti and Morellino di Scansano: more elegant and drinkable wines

From the previews of Chianti Lovers & Rosso Morellino a new stylistic direction emerges:

  • less concentration
  • greater drinkability
  • reduction of wood influence

Chianti production in 2025 stood at 620,000 hectolitres , below the initial forecast of 750,000.

Major anti-fraud operation in Italian wine

The “Vinum Mentitum” operation, conducted by the Guardia di Finanza and Icqrf, led to the seizure of 2.5 million litres of falsely certified DOP and IGP wine , for a value of more than 4 million euros .

The investigations involved wineries in various Italian regions including:

  • Piedmont
  • Lombardy
  • Abruzzo
  • Lazio
  • Campania
  • Puglia

An important signal in the defense of denominations.

International

Russia: Italy still the world’s leading wine exporter

In 2025, Italy will confirm its position as Russia’s leading wine supplier , with exports worth 234.5 million dollars , despite a 16% drop compared to 2024 .

The following are:

  • Georgia: $170.7 million
  • Latvia: $120.7 million

The decline reflects the general decline in Russian imports (-11%).

China declines for Italian wine

According to Nomisma Wine Monitor , exports to China have fallen by around 15% in a year , confirming the difficulty of the Asian market.

At the same time, Italian companies are looking for new alternative markets , especially in:

  • Japan
  • South Korea
  • United Kingdom
  • Swiss
  • Brazil

France: National plan to reduce wine production

The French government has announced a strategic plan that will lead to a reduction in production of 5–6 million hectoliters by 2035 , with the elimination of around 100,000 hectares of vineyards .

The measure stems from the decline in domestic consumption and difficulties in exports.

This reflection also concerns Italy, where stocks have exceeded 61 million hectoliters according to Cantina Italia data.

Wine Events

Valdobbiadene: The Ancient Fair of San Gregorio returns

From 7 to 9 March 2026, Valdobbiadene will host one of the most historic agricultural events in the area.

The event will involve:

  • over 300 exhibitors
  • tens of thousands of visitors
  • events dedicated to young farmers and rural crafts

Oltrepò Pavese: “Pinot Noir, Women, and Flavors” tasting

On March 7th , a tasting dedicated to Oltrepò Pavese Pinot Noir will be held at the Táia Winery in Montecalvo Versiggia .

The sensory journey includes four interpretations of the grape variety:

  • Classic Method vintage
  • Pinot Noir Rosé
  • Blend Barbera–Pinot Noir
  • Pinot Noir Reserve

X-Bacco: Natural Wine in Community Centers

The X-Bacco vol.3 – Natural and Artisanal Wine Festival event brought attention back to the culture of “grassroots” wine, linked to the tradition of Critical Wine and the figure of Luigi Veronelli.

A cultural phenomenon that unites agricultural production, social activism, and new wine communities.

Wine Tourism

Winedering and the new tourism among vineyards

Wine tourism continues to grow thanks to platforms like Winedering , which allow you to book online:

  • cellar visits
  • tastings
  • wine tour
  • gastronomic experiences

Wine is increasingly becoming a reason for travel , not just a product to be consumed.

Strategic Insight of the Day

Looking at all this news together, a very interesting dynamic emerges.

Wine today moves on three simultaneous axes :

  1. more unstable global market (tariffs, falling consumption, China in decline)
  2. increasingly central territory (native vines, wine tourism, local identity)
  3. new business models (experiences, hospitality, digital booking)

In other words: the value is no longer just in the bottle. It’s in the system that surrounds it .

Those who govern territory, hospitality, branding, and distribution will continue to grow even in challenging market times.

This is exactly the kind of dynamic that makes structured wine estates and iconic territories increasingly sought-after strategic assets.

Today’s wine press review was provided by WINEIDEA.IT

See you tomorrow for the latest news from the world of wine.

Wine Trends and Market Performance in Italy (Week of March 2–6, 2026)

with:

The first full week of March 2026 portrays an Italian wine sector in a phase of “difficult resilience.” The industry is not collapsing, but it is moving in a fragile balance between structural declines in volumes, pressure on margins, geopolitical and trade uncertainty (tariffs and key export markets), and changing consumption patterns driven by new lifestyles and health awareness.

At the same time, some niches—particularly fine wines and top brands—are showing early signs of recovery, while price competition and consumer selectivity continue to increase.

1) 2025 Financial Results: More Stability Than Growth, Widespread but Limited Declines

Evidence from the sample of wineries analyzed (high-profile companies with aggregated revenues exceeding €2.5 billion) shows that 2025 closed as a complex year of consolidation.

  • 53% of companies: reported stable financial results.
  • Most of the remaining companies: recorded revenue declines mainly between -1% and -5%, with very few cases of slight growth.

However, the sector is coming from a high baseline:

  • 2024 was a record year for exports, reaching €8.1 billion, following several favorable post-Covid years.

The key issue is not only how much is being lost, but how companies are reacting. Many wineries are defending their results through tactical decisions involving:

  • pricing strategies
  • promotions
  • channel mix adjustments
  • tighter control over inventory and sales networks

2) Italy vs Export Markets: More Stability at Home, More Volatility Abroad

The gap between the domestic market and exports remains evident.

Domestic Italian Market

  • 58% report stability
  • 26% report decline
  • 16% report growth

Changes are generally limited (1–3 percentage points), but the signal is clear: the market is stable but lacks strong momentum, and growth remains a minority trend.

Export Markets

  • 42% report stability
  • 37% report decline (sometimes significant, from -3% to -15%)
  • 21% report growth (generally +1% to +3%)

Supporting data confirm a “cool” 2025 market environment:

  • Large-scale retail (GDO): -0.5% in value and -3.1% in volume
  • Exports (first 11 months of 2025): -3.6% in value and -2% in volume

In summary: the domestic market holds up better but does not accelerate, while exports remain more volatile, influenced by external shocks and shifting demand patterns.

3) Expectations for 2026: Operational Realism with Hopes for a Modest Recovery

Expectations for 2026 remain cautious but relatively stable.

  • 70% of companies expect stability or slight recovery
  • 30% fear a further (mild) decline

More specifically:

  • some expect results in line with 2025
  • some foresee a -3% to -5% decrease
  • others anticipate +2% to +4% growth — more a recovery than a boom

The strategic interpretation is clear: 2026 is not a year for inertia.
Performance will depend more than ever on:

  • commercial agility
  • channel management quality
  • price, packaging and format strategy
  • the ability to make brands clear, understandable and desirable

4) Investments: Communication Stable, Sales Strengthened

An important operational signal emerges from the sector: despite pressure on profitability, companies are not massively cutting the functions that drive sales.

  • Marketing & communication:
    • 79% expect stable budgets in 2026 compared with 2025
    • budget cuts exist but are not the norm (generally -5% to -20%)
  • Sales support:
    • no companies expect reductions
    • 37% plan to increase investments, typically around +5%, with peaks up to +10%

In other words, the industry message is clear:
“The market is tough, so we must strengthen our commercial engine and protect brand perception.”

5) Consumption and Drinking Culture: Less Automatic, More Selective (Gen Z and Beyond)

Changes in consumption are not simply a decline—they represent a shift in the grammar of drinking.

  • Overall consumption is decreasing across several countries.
  • Generation Z is not disappearing from the market — it is selecting more carefully.

Drinking is becoming:

  • more occasional
  • more aligned with personal wellbeing and identity
  • more sensitive to authenticity, sustainability and transparency

Interest is growing in:

  • sparkling wines
  • fresh white wines
  • lighter styles that are easier to drink

At the same time, low/no alcohol products are gaining attention, but there is no widespread belief that they will “save volumes.”

A notable divide emerges in the data:

  • 26% of wineries are investing or planning to invest in low/no alcohol products
  • 74% are not considering it (at least for now)

This reflects a sector split between those who see a strategic opportunity and those who fear brand dilution or low margins.

6) Pricing and Restaurants: The Challenge Is How Wine Is Sold

In the Ho.Re.Ca. channel, the challenge is not only fewer customers but also price perception and spending thresholds.

Wine lists become problematic when consumers are more cautious and psychological price limits decrease.

Signs of adaptation are emerging:

  • renewed interest in smaller formats (half bottles)
  • increased sensitivity to promotions and commercial formulas
  • experimentation with new packaging and formats

The strategic challenge here is critical:
transforming the wine list from a barrier into a lever, making it easier for consumers to choose—and easier for them to trade up without feeling overcharged.

7) International Markets: New Attractive Geographies and Trade Shocks

The international environment highlights two key messages.

  1. Increasing focus on intra-European markets

Markets perceived as more attractive in the short term include:

  • Germany
  • The Netherlands
  • Japan

The United States is dropping in priority, mainly due to tariff uncertainty and market volatility.

  1. Mercosur opportunities

The provisional implementation of the EU–Mercosur agreement is viewed positively, especially regarding Brazil, where tariffs historically have been very high:

  • up to 27% on still wines
  • up to 35% on sparkling wines

The operational idea:
today it remains a marginal market, but with growth potential if trade barriers decrease and structured promotion is implemented.

Another contextual signal:
Russia remains a market where Italy is the leading exporter, although volumes have declined compared to 2024, consistent with an overall contraction in imports.

8) Fine Wines: A Small Niche, But a Meaningful Signal

The secondary market for fine wines (Liv-Ex) shows moderately positive signals at the beginning of 2026:

  • main indices show slight growth
  • Italian labels are performing strongly in some top segments

This niche does not rescue the sector as a whole, but it indicates that:

  • brand equity and rarity remain resilient
  • the premium segment may recover earlier than the mainstream market
  • the premium strategy remains valid, provided it is supported by distribution, storytelling and coherent positioning

9) Strategic Implications for Italian Wineries

The picture emerging from the week of March 2–6, 2026 leads to a clear conclusion:
this is not a cycle to wait for—it is a cycle to manage.

Operational priorities emerging from sector data include:

  • Protect margins before volumes: pricing, promotions and formats must be managed as a strategic architecture, not reactive measures.
  • Strengthen sales networks and conversion capability: increased sales budgets highlight where 2026 will be won or lost.
  • Simplify value for consumers: clearer product ranges, consumption occasions, by-the-glass offerings, pairings and formats.
  • Reposition portfolios toward more demanded styles: whites, sparkling wines and freshness; reds more selective and better narrated.
  • Open alternative markets with real strategies: Germany, Northern Europe and urban Asia; Brazil as a strategic option if properly supported.
  • Low/no alcohol: a strategic decision, not a trend. For some wineries it may become an entry channel; for others it conflicts with identity. In both cases, the choice must be clear and deliberate.
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