Assoenologi sends a message: we need a new Renaissance for Italian wine.
A very clear message came from the National Congress of Assoenologi in Conegliano.
Enough talk about the crisis.
We need to build the future.
Italian winemakers have launched a call to the industry: abandon negativity and imagine a new Renaissance of Italian wine.
The message comes at a complex time.
Markets are more competitive, geopolitical tensions create uncertainty, and consumption is growing less rapidly than in the past.
But this is precisely why a new vision is needed.
Italy continues to have strengths that no competitor possesses:
unique wine biodiversity in the world
hundreds of native vines
denominations recognized everywhere
leadership in wine tourism
high international reputation
The challenge is not to defend the past.
The challenge is to enhance it in a modern way.
Digital communication, hospitality, sustainability, technological innovation, and internationalization represent the tools of the new Renaissance.
This is not the first time that Italian wine has undergone a transformation.
Each time he came out stronger.
The same thing could happen this time too.