Italian wineries, Italian wine producers, and current wine news.
ITALIAN WINERIES
Tenuta San Guido tops the list of Italy’s most profitable wineries.
Profitability is particularly strong among the large Tuscan wineries. According to the latest Unione Italiana Vini Observatory, Tenuta San Guido , producer of Sassicaia, has an EBITDA/sales ratio of 63.2% , having remained above 60% for four years.
Jermann , owned by Marchesi Antinori, follows with 50.5%, while Marchesi Antinori reached 50.2% with a turnover of €263 million. The results demonstrate how company size, brand strength, and efficient management can coexist with particularly high margins.
Nunzia De Girolamo: From Politics to Viticulture
Nunzia De Girolamo talks about her bond with wine and the land, which began during her childhood and became an entrepreneurial project in 2016 with Passo delle Tortore , a winery in Pietradefusi, in the Taurasi area.
The venture involves the De Girolamo family and winemaker Francesco De Pierro and represents a return to the agricultural roots of a personal journey that has also crossed national politics.
Moncalisse: A new generation and a new project for the Walch family.
Carolina and Julia Walch, the new generation of the South Tyrolean Walch winemaking family, have opened Moncalisse , a new winery on the slopes of Monte Calisio, near Trento.
The project combines family continuity, contemporary architecture, and territorial development, marking a new phase in the family’s long entrepreneurial history.
Giustini focuses on Negroamaro rosé
With Costiero Rosato Salento IGP 2025 , obtained from Negroamaro, the Giustini company of San Giorgio Ionico offers a wine characterized by freshness, flavor and immediacy.
The project interprets an increasingly common trend in the market: developing contemporary and accessible wines while maintaining a strong connection to the territory and its grape varieties of origin.
Castiglion del Bosco strengthens its winemaking project
Castiglion del Bosco, owned by an international Middle Eastern family office since 2022, has 64 hectares of organic vineyards and produces around 180,000 bottles .
The Montalcino estate has embarked on a new production journey with winemaker Giuseppe Gorelli. Among the new creations is Undici 2024 , a Toscana IGT Bianco from Incrocio Manzoni, aged for six months in ceramic vats.
Vinicola del Sannio: 65 years of production and local history
For 65 years , Vinicola del Sannio in Castelvenere has been a point of reference for numerous suppliers in the Campania region.
Alongside its production for large-scale retail trade, the company is promoting lesser-known local varieties, such as Sciascinoso, and investing in communication through the “Essenze Sannite” project, which links wine, history, culture, gastronomy and local traditions.
Bolgheri: Fornacelle invests in wine tourism
The historic Fornacelle winery inaugurates La Vinoteka in Bolgheri, a new space dedicated to hospitality, tastings, and knowledge of the local area.
The initiative reflects the evolution of Italian wine tourism: a visit to a winery is no longer just a tasting or purchase, but an experience that brings together wine, territory, people, and history.
ITALIAN WINE AND ITALIAN OENOLOGY
2026 Harvest: More Wine in the Cellars and an Early Harvest
The 2026 Italian grape harvest is starting early in many areas due to high temperatures.
According to ICQRF data, as of June 30, 2026, there were 46.5 million hectolitres of wine in Italian wineries, 6.7% more than in June 2025.
The situation is pushing several denominations to intervene on yields and supply management to avoid further pressure on prices.
Tuscany and Abruzzo reduce yields to defend value
Faced with high inventories and weak consumption, several areas are adopting production containment strategies.
Reducing yields, storage, and harvest reserves become tools to avoid oversupply and protect the value of the denominations.
A similar strategy concerns Verdicchio dei Castelli di Jesi , where the yield limit has been extended to 110 quintals per hectare compared to the 140 foreseen by the regulations.
Sicily: Excellent grape quality, but cellars still full
The 2026 Sicilian harvest presents positive qualitative prospects, favored by water reserves and the good phytosanitary condition of the vines.
The problem, however, concerns inventory levels. The analyzed material indicates large quantities of wine still in cellars and an increase in inventories, with consequent pressure on companies’ liquidity and prices.
Cooperative organizations are calling for extraordinary interventions, including crisis distillation , while the Region is evaluating resources dedicated to reducing stocks.
Friuli Venezia Giulia: Harvest brought forward by the heat
In Friuli Venezia Giulia, the harvest began before mid-August, with a particularly early start in the Collio and Eastern Hills.
Temperatures that reached 40 degrees and drought conditions accelerated the ripening of the grapes, forcing many companies to bring forward operations.
Umbria: Promising quality, quantity to be verified
The 2026 harvest is also coming early in Umbria. Initial assessments indicate potentially interesting quality, while in some areas yields could decline by 5-10% due to water stress.
At the same time, the regional sector is calling for a more structured strategy to address market transformations.
Hailstorms in the Alto Novarese area: vineyards severely damaged
A violent meteorological phenomenon with hail, wind and rain hit the areas of Ghemme, Fara, Barengo, Cavaglio d’Agogna and Briona , causing serious damage to the vineyards.
In some companies, the bunches of grapes close to harvest were destroyed and the plants severely damaged.
The episode brings to the forefront the problem of Italian viticulture’s exposure to extreme weather events.
New MASAF funding for sustainable vineyards
The “Investments for the sustainability of vineyards” initiative, envisaged in the 2023-2027 CAP Strategic Plan, will begin in the 2026/2027 wine season.
The measure supports investments in technologies such as drones, sensors, and innovative equipment aimed at environmental sustainability, climate change management, and production improvements.
The national deadline indicated for the first annual payment is November 30, 2026 .
PIWI Research: New Resistant Varieties
Italian research on PIWI grape varieties and varieties resistant to the main grapevine diseases continues.
The genetic selection work led to the registration in the National Register of four new varieties: Termantis, Nermantis, Charvir and Valnosia .
The research also uses molecular markers to more quickly identify resistance characteristics to powdery mildew, downy mildew and black rot.
Italian wine also awarded in the skies
Two Italian wines won important awards in the international “Wines on the Wing” competition.
Alta Mora-Cusumano’s Contrada Guardiola Etna Rosso 2020 was awarded among the red wines served in First Class, while Astoria Lounge Valdobbiadene Prosecco Superiore DOCG Extra Dry received recognition in the Premium Economy sparkling category.
Casa Bottega Millesimato Brut also on the podium.
“Caro-calice”: high prices and risk of reduced consumption
The review material reports a significant increase in the price of wine by the glass in Italian tourist destinations.
Prices are reported between 8 and 14 euros , with higher levels in the main art cities, and a consequent tendency among some consumers to replace wine with other drinks.
The phenomenon sparks a reflection on the relationship between the marginality of the restaurant industry, the accessibility of wine, and the sector’s ability to maintain occasional consumption.
Italian agriculture: fewer farms and greater concentration
According to ISTAT data reported in the review, between 2010 and 2023 Italy lost 30.3% of its agricultural holdings , while the Utilized Agricultural Area decreased by 4.4%.
In 2023, there were 1,130,358 active agricultural companies , with 12.3 million hectares of UAA.
This structural transformation directly affects viticulture and raises the issue of company size, competitiveness, and generational turnover.
Luigi Veronelli: Wine as a culture of the land
On the centenary of Luigi Veronelli ‘s birth, the volume “Ode to Wine and Anarchy” brings the thoughts of one of the most important interpreters of Italian food and wine culture back to the fore.
For Veronelli, wine couldn’t be separated from its territory, its producers, and the people who cultivate the land. This belief remains relevant in a market where identity, authenticity, and the story of a territory are increasingly important.
Paolo Mieli: the wine that symbolizes Italian identity
According to journalist and essayist Paolo Mieli , wine represents one of the main symbols of Italian identity in the world.
The international success of Prosecco is cited as an example of the ability of Italian agricultural products to generate notoriety, tourism, and international recognition.
Wine tourism: simple tasting is no longer enough
Italian wine tourism is moving from traditional visits and tastings to more structured experiences.
Territory, history, culture, gastronomy, and family stories become an integral part of the offering.
The Marsala area is a significant example of this evolution, with companies such as Cantine Florio, Marco De Bartoli, Pellegrino, Caruso & Minini, and Paolini committed to the overall development of the area.
WINE EVENTS AND WINE TOURISM
Chalices of San Lorenzo – The Magic of Barbarano
August 10, 2026
Magia di Barbarano offers an evening dedicated to wine, food, and music on the night of shooting stars.
Tastings of the company’s wines, local products, and a DJ set will accompany the event from 6:30 pm to midnight.
Valtidone Wine Fest – Emilia
September 6, 13, 20, and 27, 2026
The 17th edition of the Valtidone Wine Fest will guide the public on a discovery of the Piacenza Hills through four Sundays of tastings, food, markets, and entertainment.
The protagonists are Ortrugo, Malvasia and the sparkling wines of the area.
Etruscan Wine – Tarquinia
August 20-23 and 27-29, 2026
The twentieth edition of DiVino Etrusco will see 53 wineries as protagonists.
The event will showcase the territories of the ancient Etruscan Dodecapolis and will also open the debate to the productions of Calabria, Sicily, and Sardinia.
Chianti DOCG in Canada
August 31 – Toronto September 1 – Montreal
The Chianti Wine Consortium continues its international activities with two masterclasses dedicated to Canadian importers, professionals, journalists, and operators.
Canada is listed as the fourth largest destination market for Italian wine and one of the most important non-EU markets.
Franciacorta Experience Milano Marittima
August 28, 2026
Milano Marittima will host over twenty Franciacorta wineries in an event dedicated to the appellation’s main expressions.
Among the announced companies are Bellavista, Ca’ del Bosco, Barone Pizzini, Contadi Castaldi, Monte Rossa, Antica Fratta and Castello Bonomi .
Festival in the Village – Calatabiano
August 24, 2026
The medieval Sicilian village of Calatabiano will host the first edition of Festà in Borgo , a widespread food and wine festival dedicated to Sicilian cuisine, local specialties, and the promotion of the historic center.
Franciacorta Festival in the Cellar
September 18-20, 2026
The Franciacorta in Cantina 2026 Festival aims to bring wine back to the center of the wine tourism experience.
Tastings, visits, meetings with producers, and educational activities will explore the production method, terroir, history, and identity of the denomination
Wine is changing: less quantity, more value, experiences and new markets.
The week of June 29 to July 3, 2026, confirms a now clear picture: the Italian wine sector is not simply experiencing a slowdown, but rather a profound transformation affecting consumption, markets, business models, and consumer behavior.
Challenges abound. Global consumption continues to slow, US tariffs keep uncertainty high, Italian wineries are recording higher inventories than last year, and price pressure continues to squeeze business margins. However, alongside these challenges, significant opportunities are emerging that could reshape the future of Italian wine.
Prosecco continues to drive exports
In the American market, which remains the main commercial outlet for Italian wine, Prosecco confirms its position as the most resilient denomination.
While overall wine consumption in the United States continues to decline, Italian sparkling wines are maintaining positive growth, allowing Italy to limit its losses to its main international competitors.
Prosecco is now perceived by American consumers as an accessible, recognizable product, suited to new consumption occasions. This is also confirmed by the Italian tourism market, where places like Jesolo are seeing a rise in Prosecco consumption, with particular interest also in Prosecco Rosé.
The United States is changing its face
The American market, however, is experiencing a much more profound change.
For the first time in the last twenty-five years, spirits have surpassed wine in the preferences of U.S. consumers.
At the same time, there is a growing belief, especially among young people, that even moderate wine consumption can have negative effects on health.
This evolution demonstrates that the future of wine will not depend solely on tariffs or the economy, but on the ability of companies to engage with new generations seeking products consistent with a lifestyle focused on well-being, moderation, and experience.
The tastes of Italian consumers are also changing
Summer 2026 confirms a clear evolution in preferences.
Consumers are increasingly rewarding:
native white wines;
pure single-varietal;
fresh and gastronomic wines;
productions strongly linked to the territory;
tasting and consumption experiences.
Wine is becoming less and less a simple product and more and more an experience to be lived, described, and shared.
Wineries have to manage the inventory problem
The sector is approaching the new harvest with approximately 49 million hectoliters still present in Italian cellars.
Such high availability risks putting further pressure on prices and companies’ profitability.
For this reason, there is a growing debate on the need for:
temporarily suspend new vineyard plantings;
better manage production yields;
use supply regulation tools;
strengthen commercial aggregations and joint promotion.
The goal is not to produce less indiscriminately, but to produce better and more in tune with real market demand.
Europe prepares the future of the sector
Great attention is also paid to the new Common Agricultural Policy and the implementation of the new European Wine Package.
The industry calls for maintaining resources dedicated exclusively to the wine sector, supporting international competitiveness, fostering innovation, promoting wine tourism, and providing businesses with more effective tools to address market crises.
The European comparison also confirms the need to develop differentiated strategies for the various territories, avoiding one-size-fits-all solutions for profoundly different production realities.
Innovation and new consumption models
Among the main opportunities, two directions emerge.
The first concerns the development of wines with a low natural alcohol content, obtained through agronomic practices directly in the vineyard and not through dealcoholization processes.
The second concerns the growth of wine tourism, today one of the main drivers of development in the sector.
Winery experiences, hospitality, catering, and direct customer relationships are becoming central to value creation and represent an important addition to traditional wine sales revenues.
Prices still under pressure
Despite the return of general inflation, wine prices continue to decline.
Companies are struggling to pass on increases in energy, logistics, and production costs to the market, resulting in a reduction in profitability.
This scenario makes it increasingly essential to invest in quality, differentiation, positioning, and added value, avoiding competition based exclusively on price.
The strategic vision
Italian wine is not entering an irreversible crisis.
It’s changing.
Consumers change, markets change, distribution models change, and product expectations change.
Companies that continue to compete solely on volume will face increasing difficulties.
On the contrary, those companies that can build value through identity, quality, innovation, internationalization, economic sustainability, and wine tourism will be the protagonists.
The real challenge of the coming years will not be to produce more wine, but to create more value around each bottle. This is where the competitiveness of Italian wine worldwide will depend.
Italian wineries, Italian wine producers, and current wine news.
The main news from the world of wine, oenology and Italian wineries .
ITALIAN WINERIES
Prosecco DOC grows by 12.5%
The Prosecco DOC Consortium allocates 3,050 new hectares, increasing the denomination’s surface area from 24,400 to 27,500 hectares. At the same time, a planting freeze for the next three years is approved. Markets remain stable compared to 2024.
Pojer and Sandri: the end of one of the most iconic stories of Italian wine.
After 50 years, Mario Pojer and Fiorentino Sandri, protagonists of one of the most innovative experiences in Trentino and Italian winemaking, are parting ways.
Di Majo Norante confirms Molise’s leadership role
The 2020 Metodo Classico Brut Nature showcases one of Southern Italy’s most important wineries: 120 organic hectares, over a million bottles, and a strong territorial identity.
SassodiSole celebrates 20 years of Brunello
The Montalcino winery reaches the maturity of its project with 14 hectares of vineyards, 75,000 bottles annually and a balanced distribution between Italy and export.
Tenuta Le Forconate enhances the Tuscan border
The Barbanera family continues its project to promote the Colli dell’Etruria Centrale DOC with a modern offering that is strongly rooted in the local area.
Vitis Aurunca grows thanks to European funds
New cellar, new barrel room, and upgraded machinery fleet thanks to a combination of CAP, CMO, and CSR funds.
Iolei: Oliena’s Nepente conquers the market
The Puddu family continues to promote Cannonau di Oliena with a production that exceeds 60,000 bottles annually.
Ca’ del Bosco invests in culture
The historic Franciacorta winery is funding the restoration of Moretto’s Assumption of the Virgin in Brescia’s Old Cathedral.
ITALIAN WINE AND OENOLOGY
Wine at restaurants: strong differences between consumption groups
According to Federvini, 55% of customers at high-end restaurants always order wine, compared to 25% at medium-sized establishments and only 11% at budget restaurants.
Chianti DOCG opens to Rosé
A historic innovation for the Tuscan denomination: the Chianti Rosé DOCG is officially born, the first major update to the regulations in recent years.
Piedmont is the only major region with growing exports.
In the first quarter of 2026, Piedmont recorded a 0.5% increase while national wine exports fell by 8.2%.
Underwater aging: the new frontier of winemaking is growing.
The Jamin Method consolidates the scientific credibility of underwater refining, a segment that combines innovation, sustainability, and tourism promotion.
Buried amphorae like in ancient Greece
The Acroneo winery won the Grand Gold Medal at the Città del Vino International Competition thanks to winemaking techniques inspired by antiquity.
PFAS and wine
Growing scientific attention is focused on the presence of TFAs and PFAS in agricultural supply chains. The levels detected remain very low, but the topic raises new environmental concerns.
Health and alcohol consumption
New international studies are reviving the debate on alcohol’s effects, highlighting the lack of proven health benefits and possible correlations with various pathologies.
Alcohol advertising under scrutiny
The public debate continues between the economic and cultural value of wine and the health costs associated with excessive alcohol consumption.
INTERNATIONAL AND MARKETS
Made in Italy towards 660 billion in exports
According to SACE, Italian exports could reach 660 billion euros in 2026 thanks to the diversification of international markets.
Wine and fashion share the same challenges
A Pambianco-BIP study highlights similarities between fashion and wine: brands, internationalization, family governance, and the search for new markets.
Bordeaux is losing its appeal among young people
According to international analyses, younger consumers are moving away from the great Bordeaux reds in favor of more accessible and immediate wines.
Chinese wines aim for excellence
China continues its evolution from a volume producer to a premium producer, gaining growing international recognition.
New GMOs: FederBio urges caution
Call on MEPs to maintain traceability, labelling, and risk assessment of new genomic techniques (NGTs).
AGRICULTURE, SUSTAINABILITY AND REGULATION
Carbon farming and nature credits
In Bologna, the role of agriculture in climate neutrality through carbon credits, biodiversity, and innovative digital tools will be discussed.
Simplified agricultural agreement
A recent ruling by the Court of Cassation clarifies that agricultural businesses can access the minor composition agreement with more streamlined tax procedures.
Restructuring and reconversion of vineyards
Deadline for applications for the 2024-2026 RRV campaigns with advance payment is June 20.
Enovitis in Campo 2026
On June 17th and 18th in Greve in Chianti, the leading companies in the supply chain will present technologies for the vineyard of the future.
EVENTS, TERRITORIES AND WINE TOURISM
Conegliano Valdobbiadene and Vulture strengthen their twinning
The collaboration between the two territories continues as part of the 2026-2027 Italian City of Wine program.
Winery Celebration in Orta Nova
The event that combines wine, music, solidarity, and health prevention returns on June 27th.
Thirty years of Karmis
Contini Winery celebrates the iconic wine that marked the rebirth of Vermentino in Sardinia with a special evening featuring Carlo Cracco.
The Nice Winery wins the 2026 Barrel Race.
Success for the historic competition that unites tradition, territory, and the food and wine of Monferrato.
An underwater cellar in the Gulf of Follonica
The European Tiramisu project will select 15 companies to experiment with marine wine maturation.
Comino Valley on the roof of the world
Antica Tenuta Palombo’s Maturano has received another important recognition at the Concours Mondial de Bruxelles.
Milan: A wine bar with an AI sommelier arrives
Reverso opens, an innovative venue offering 100 wines by the glass and an AI-powered virtual assistant to guide customers’ choices.
Strategic Scenario
Today’s news confirms five structural trends in Italian wine:
Controlled growth of strong denominations (Prosecco DOC).
Continuous innovation in the cellar and in consumption models (AI, underwater aging, amphorae).
Growing pressure on health and sustainability issues .
Seeking new international markets to offset geopolitical slowdowns and uncertainties.
Promoting indigenous territories and grape varieties as the main competitive lever for Italian wine.
Italian wine continues to transform: less oriented towards volume and increasingly focused on value, identity, experience, and sustainability.
Press review provided by Wine Idea.
The picture that emerged this week confirms that Italian wine is in a complex, but far from static, phase.
The market is not standing still: its structure, languages, consumption opportunities, and competitive logic are changing.
On the one hand, pressures on consumption, prices, exports, and traditional channels remain evident; on the other, trends that can support the sector in the medium term are strengthening, such as premiumization, young consumers, wine tourism, product innovation, and greater commercial integration.
Internationally, wine continues to move within a scenario of potential growth. Estimates predict the global market will reach $328.5 billion in 2026, with the prospect of reaching over $447 billion by 2033, indicating that the sector is not in structural decline, but undergoing transformation. The strategic message is clear: wine will continue to generate value, but will do so by increasingly rewarding those who understand changing consumer behavior. Europe remains the dominant market share, thanks to tradition and wine tourism, while North America is identified as the most dynamic, driven by young people, direct sales, and a more everyday, accessible, and experiential wine culture.
For Italy, this means that wine can no longer be seen simply as an agricultural product or consumer good, but as an integrated system comprising the bottle, the region, hospitality, storytelling, and positioning. The most interesting signs come precisely from the sector’s ability to combine identity and adaptation. There is growing interest in premium, organic, biodynamic, low-alcohol, and no-alcohol wines, in products with sustainability credentials, and in easier-to-drink formulas that are more consistent with a lifestyle focused on well-being. This shift doesn’t eliminate traditional wine, but it does alter its competitive landscape.
One of the week’s most important developments concerns the relationship between wine and young people. International analyses reaffirm a finding that until recently seemed counterintuitive: younger generations aren’t necessarily distant from wine, but rather approach it in different ways. They’re more curious, more open to experimentation, more attentive to food, more responsive to advice and storytelling, more inclined to use digital channels, and more willing to spend when they recognize quality, experience, and brand consistency. Essentially, young consumers no longer seek wine simply as a habit, but as a cultural and identity-building choice. This opens up significant space for wineries capable of crafting contemporary languages without sacrificing authenticity.
On the domestic demand front, however, the picture remains selective. Out-of-home dining continues to show contradictory signals: the market is growing in value, but losing customers. This means people are spending more, but frequenting less. Aperitivo, for years a symbol of socializing and urban consumption, appears to be one of the hardest-hit occasions, with a marked decline in visits and the value generated by alcoholic beverages. This is an important sign, because it points not only to a difficult economic climate, but also to a shift in habits. Italian consumers are more cautious, more price-conscious, more sensitive to well-being, and less inclined to automatically consume alcohol. Regulatory pressure, the issue of driving, health, and changing attitudes toward alcohol are also contributing to reshaping the market.
In this scenario, wine is suffering especially in the segments most exposed to unspecified daily consumption. But not all are declining equally. Dinner remains the most economically powerful moment for eating out, tourism supports the sector with higher average receipts, and premium wine continues to hold up better than the lower end. This is one of the most compelling messages of the week: the market is not rewarding indistinct wines, but rather those that can justify their price, image, story, and perceived value. In other words, sales are lower where differentiation is lacking, while products that express identity, reputation, and a clear purchasing motivation hold up better.
The case of Sicily is also highly relevant, capturing a national trend: declining domestic consumption, rising costs, and pressure on full cellars, but also strong competitiveness in terms of quality-price ratio and the preservation of territorial value. The Sicily brand continues to have great evocative power, supported by tourism, its international reputation, and highly attractive locations like Mount Etna. This teaches a clear lesson for Italian wine as a whole: strong, easily identifiable, and well-touted territories still have the power to attract, even in a challenging market environment. Where recognition exists, the product more easily maintains its market share. Where wine is perceived as a commodity, however, the difficulty increases.
At the same time, the sector is demonstrating a growing organizational capacity for responsiveness. The “Galassia – World Wine Network” project represents one of the most interesting signs of the week because it points to a concrete industrial and commercial direction: building synergies, sharing networks, combining expertise, increasing international coverage, and streamlining market presence without erasing the identity of individual brands. It’s a model that can have broader implications for Italian wine: in a time of compressed margins and complex markets, commercial efficiency and governance become as crucial as wine quality. Producing well is no longer enough; markets must be managed with structure, continuity, and vision.
Exports also remain a sensitive area, requiring close monitoring. The negative signals coming from both Italy to the United States and Spain in January 2026 suggest that the international wine trade is having a difficult start to the year, amid declining volumes, weakening demand, and broader economic tensions. For Italy, this does not mean a loss of centrality, but rather the need for greater strategic prudence: geographical diversification, strengthening less mature markets, maintaining premium status, and more targeted commercial investments are becoming essential. In a less linear international context, those who rely too heavily on a limited number of outlets are likely to suffer the most.
Financially and symbolically, the first quarter of 2026 for Liv-Ex offers encouraging signs. The recovery, though moderate and limited to fine wines, indicates that high-end Italian labels retain their appeal and confidence in the secondary market. Italy is performing well, especially in the more refined segments, with Barolo, Supertuscans, and other top labels showing significant recoveries. This figure doesn’t represent all Italian wines, but it is a useful indicator: the reputational value of top-of-the-line Italian wines remains solid and continues to strengthen the country’s international positioning.
The most dynamic and perhaps most promising aspect, however, is wine tourism. This week’s data shows a clear acceleration: in 2026, an estimated 18 million Italians will be involved in wine-related experiences, a significant increase compared to 2024. But the real issue isn’t just quantitative. The way we experience the winery is changing. Visitors seek authenticity, human connections, winemaking families, landscapes, easy booking, diverse experiences, food and wine pairings, and quality hospitality. The winery is no longer just a place for tasting: it is becoming a commercial interface, a loyalty tool, a branding lever, and a direct sales and reputation channel. For many businesses, this means that wine tourism can no longer be an afterthought, but must become part of their business model.
Furthermore, the growth of wine tourism is intertwined with two key themes for the future: proximity and technology. On the one hand, it increases the potential of nearby destinations and local audiences; on the other, artificial intelligence is beginning to impact the customer journey, from research to inspiration to the personalization of the experience. This opens up a very interesting space for wineries that can combine authentic hospitality with digital tools. The risk, however, is thinking of monetizing experiences simply by raising prices without increasing their perceived value: the market clearly indicates that consumers are willing to spend, but demand consistency, quality, and a connection.
Overall, the week of April 6-10, 2026, therefore, depicts an Italian wine market that isn’t simply experiencing a slowdown, but rather a profound restructuring. Consumption is more cautious, eating out is less automatic, aperitifs are losing steam, costs remain a concern, and exports are off to a shaky start. But at the same time, signs of a new demand structure are growing: greater quality, greater identity, greater terroir, greater experience, greater sustainability, greater connections, and greater segmentation.