White wine is growing, but that doesn’t mean red wine is disappearing.
Among the most evident changes in recent years is a new consumer preference.
More and more high-end restaurants and starred chefs are offering gastronomic itineraries that emphasize white, sparkling, and bubbly wines.
This phenomenon is often interpreted as a red wine crisis.
In reality, it is a redefinition of consumption.
Contemporary cuisine has changed: lighter dishes, more fish, more vegetables, more international influences.
As a result, the pairings also change.
Italian white wines are benefiting from this evolution, but red wine continues to play a fundamental role in world markets.
Just think of the international success of:
Amarone
Brunello
Barolo
Bolgheri
Valpolicella
Chianti Classico
We are not witnessing a substitution.
We are witnessing an expansion of the offer.
The modern consumer wants more choice.
And Italian wine is probably the country that offers the greatest diversity in the world.
This represents a huge competitive advantage.