The future of wine at wine2wine Business Forum: Demography, Consumption and Innovation
The wine sector is going through an seismic transformation: growth will no longer be driven by volumes, but by the ability to adapt to a constantly evolving landscape.
During the wine2wine Business Forum, Carlo Flamini of the Osservatorio di Unione Italiana Vini, together with Marzia Varvaglione, President of Associazione Giovani Imprenditori Vinicoli Italiani (Association of Young Italian Wine Entrepreneurs), and Filippo Polegato, CEO of Astoria Wines, explored the demographic and consumption trends destined to shape the global market in the coming years.
Demographic changes and new consumption habits
By 2040, the aging population in key markets such as Italy and Japan will profoundly affect consumption patterns, experts forecast. While older generations will remain loyal to traditional wines, new generations, especially Gen Z, are distinguished by an increasing focus on values such as sustainability and authenticity, developing increasingly diverse tastes.
These consumers are looking for wine-related experiences that are practical, emotional and above all innovative. To address these challenges, producers must invest in effective and engaging communication. Tools such as winery visits, personalized tastings, and narratives that enhance the link between wine, territory, and tradition can create deeper connections with consumers, enriching the overall experience.
The strategic use of digital platforms also offers the opportunity to reach a younger and more globalized audience, attracted by fast, authentic and memorable experiences.
Global markets in transformation
Demographic change is not the only factor that is reshaping the world wine landscape. The stagnation of historical markets such as China and the increasing diversification of tastes in the United States requires a flexible approach in relation to sales and promotion.
While Italian exports continue to focus on established markets, new opportunities are emerging thanks to the growth in demand and interest in less conventional wines.
The key to the future
The future of wine requires a balanced approach between tradition and innovation. Analyzing market data, adapting to new consumer preferences, and investing in creative strategies will be crucial elements in ensuring the sustainability of the industry. Only in this way will Italian wine be able to continue to conquer the world and tell its extraordinary story.
Carlo Flamini
Carlo Flamini is the head of the Osservatorio di Unione Italiana Vini, a platform that analyzes international markets, production and bulk trade. A journalist at UIV since 2002, he was Director of Corriere Vinicolo (2010- 2018), creating publications such as “Vino in Cifre” and “Wine by Numbers”.
Marzia Varvaglione
Marzia Varvaglione, a graduate in Economics and Business and DipWSET Level 3, has been at the helm of Varvaglione 1921 since 2013. With an innovative marketing plan, she transformed the company from a bulk wine producer to an international reality with 5 million bottles exported to over 70 countries. President of AGIVI since 2023, Marzia stands out for her award-winning design and packaging, including the prestigious RED DOT.
Filippo Polegato
Filippo, 32, represents the fourth generation of his family in the wine industry. With experience between Australia and the USA, today he is CEO of Astoria, where he has focused on production efficiency, energy sustainability, international growth and food and wine tourism.