The Evolution of Wine: Veronafiere’s Action Plan
During the wine2wine Business Forum, Veronafiere held an institutional session featuring Silvia Franco, Marina Cvetic, Aldo Vajra, Alberto Lusini, and Adolfo Rebughini. The discussion provided an in-depth analysis of strategies to address global challenges in the wine sector, with a particular focus on regenerative viticulture, shifting consumer trends, and opportunities in international markets.
Regenerative Viticulture: Beyond Sustainability
To ensure the competitiveness and sustainability of the sector, viticulture must evolve beyond the concept of sustainability and embrace a regenerative approach. This means implementing agricultural practices that improve soil health, enhance vine resilience, and create an ecosystem capable of self-regulation while preserving biodiversity.
Veronafiere’s representatives emphasize the importance of giving visibility to these innovations through trade fairs and international events - key tools for promoting best practices and to support producers strategically position themselves in the global market.
Expanding into Global Markets
The United States remains the primary market for Italian wine, but new opportunities are emerging in Canada and Asia. Meanwhile, China, once considered a strategic market, is presenting increasingly complex challenges. To navigate international expansion effectively, targeted strategies are essential. In this context, Veronafiere is actively working to support companies in their internationalization efforts, facilitating access to key markets.
The Challenge of Storytelling
Beyond production and market strategy, another crucial factor is the ability to tell the story of wine. Wine embodies emotion, culture, and territory, and engaging new generations of consumers requires effective and compelling communication.
Veronafiere recognizes the vital role of international trade fairs in amplifying producers’ voices and showcasing their stories. Product quality alone is no longer enough - it must be promoted, positioned correctly, and integrated into the consumer experience.
The wine industry is at a crossroads. On one hand, environmental and market challenges demand profound changes; on the other, only the ability to innovate and communicate effectively can secure a strong and sustainable future for the sector.