Wine: whites and bubbles to meet the market challenges

In an international context conditioned by recurring rumors about American duties, but also by climate change and changing consumer tastes, influencing the level of consumption, the Italian wine sector is facing new challenges. According to Andrea Pala, wine consultant for important companies in various Italian regions, the decline in sales particularly concerns some types of product and requires a review of production and commercial strategies. "The data speaks clearly: less red wine is consumed, especially in the more structured and complex versions. On the other hand, fresh whites, bubbles and, to a lesser but significant extent, rosés are growing. The average consumer", Andrea Pala points out, "is now looking for lighter, more versatile, immediate wines, suitable for moments of informal consumption and differentiated social occasions".

At the same time, a trend that has been underway for some years is gaining strength: lower consumption, but more attentive to quality, territorial identity and environmental sustainability. "Wine is less and less a daily habit and more and more a conscious choice. People drink less, but they are looking for a product that has a history, a coherence, a vision", the winemaker underlines.

The change also concerns the methods of purchase and use. The digital channel has consolidated as a structural component of distribution, with specialized platforms, personalized subscriptions and online tastings. At the same time, wine tourism continues to grow, transforming wine into a cultural and relational experience. "The supply chain must enhance the story, the welcome, the direct contact. The product alone is no longer enough", Andrea Pala highlights. The prospects for the sector pass from a rapid and structural adaptation to the new logics of consumption. "A deep reflection on the production, communication and identity of each company is needed. Those who know how to read these signals correctly", concludes Pala, "will not only be able to overcome the crisis, but find new opportunities for development, in Italy and abroad".

(Online Union)