More and more vineyards are being abandoned, left to their own devices, as new generations struggle to continue managing the land inherited from their grandfathers and fathers. If this trend is not reversed with concrete actions, the future of Prosecco Superiore production is seriously compromised.
The Decline of Heroic Viticulture
The "Rive", the steep hills that characterize the Prosecco Superiore territory, require heroic viticulture, with intense and almost entirely manual work. However, the growing difficulty in managing the vineyards, the lack of generational turnover and the high maintenance costs are leading to the progressive abandonment of these lands. Walking through the hills, the panorama that presents itself is increasingly desolate: neglected rows, uncultivated land and a landscape that risks losing its identity.
If no urgent action is taken, Prosecco DOCG Superiore, which has made the name Prosecco famous throughout the world and which is clearly distinct from the more generic Prosecco DOC, could become an increasingly rare product. The scarcity of fine grapes would inevitably lead to an increase in prices and a loss of competitiveness on the international market.
The Boom in Vineyard Prices: It Was an Obstacle for Young People
Another serious problem was the explosion of vineyard prices. If in 2023 the cost of a hectare of land was around 32,000-34,000 (on the banks) euros, today the prices have reached drastic figures: 150,000-170,000 euros per hectare. In other areas of the Hills the prices per hectare varied between 360,000 and 600,000 euros. This drastic drop in value makes it impossible for young winemakers to manage the maintenance of the vineyards due to the much higher cost compared to the plains and thus further limiting the generational turnover.
The Need for Institutional Interventions
To prevent the territory from definitively losing its wine-making vocation, a decisive intervention by the institutions is necessary. The Veneto Region, the DOCG Consortium and the UNESCO Hills Association must take action to incentivize landowners with targeted subsidies, in order to preserve and care for the vineyards.
A model to follow could be that adopted in France or Alto Adige, where vineyards are treated as real open-air gardens. These regions have been able to combine tradition and innovation, creating a sustainable and attractive wine-growing environment for both producers and tourists.
Technological Innovation: A Possible Solution
To make vineyard management less costly and more efficient, innovative solutions could be adopted such as automatic treatment management systems developed by HO-W.it or the use of drones for monitoring and caring for vines, as proposed by the Swiss company Sky53.ch. These technologies could reduce the workload, improve the quality of crops and encourage new generations of winemakers to invest in the sector.
Conclusions
The crisis of the vineyards in the Rive delle Colline UNESCO di Conegliano Valdobbiadene represents a concrete threat to the future of Prosecco DOCG Superiore. Without timely intervention, this territory risks losing its identity and its prestige at an international level.
The only way to reverse this trend is a joint action between institutions, trade associations and producers, aimed at preserving the landscape, financially supporting winemakers and introducing innovative technological solutions. Only in this way will it be possible to ensure that Prosecco DOCG Superiore continues to be an excellence of Made in Italy, loved and appreciated throughout the world.
