One of the possible paths to guarantee sustainable progress is the creation of a 100% guaranteed "Made in Italy" supply chain. This approach aims to enhance unique Italian products and production territories, managed by a single body. Such a strategy could not only provide a more secure future for young farmers and Italian wine products, but could also help maintain and improve higher prices, thus supporting the entire industry.
However, in the Italian market, inflation has affected consumption, with wine prices increasing by 5% during 2023. Although the overall value of sales recorded an increase of 2.8% compared to the previous year, purchased volumes decreased by more than 2%. Among the various categories, still and sparkling wines have suffered a significant reduction in volumes, while sparkling wines have recorded growth driven by cheaper products.
Even in the US market, although it remains the world's main importer of wine, Italy has lost ground, mainly due to factors such as destocking and greater attention to healthy consumption. Despite this, the country continues to be a major supplier of wine to the United States, albeit with declining exports.
At the same time, wine tourism in Italy continues to represent a strategic sector, with a significant number of visits to small wineries. However, one of the most significant challenges remains the need for qualified personnel, which is increasingly difficult to find.
In summary, the Italian wine sector is faced with several challenges and opportunities, with the need to adopt innovative strategies to maintain competitiveness in national and international markets and to support the continued growth of wine tourism in the country.
