Italy’s DOP Wine Economy Reaches €11 Billion in Bottled Sales as Tech Challenge Targets Industry Innovation

A new initiative called the Wine Tech Challenge has been launched in Italy, aiming to drive innovation in the wine industry by connecting leading companies with promising startups. The project is organized by Eatable Adventures, a global foodtech accelerator, with support from UniCredit and as part of the Verona Agrifood Innovation Hub. This hub is an ecosystem for innovation in the agri-food sector, promoted by Fondazione Cariverona and a network of institutional and industrial partners in the region.

The Wine Tech Challenge brings together major players in the Italian wine sector, including Mack & Schühle Italia, Paladin Giovanni Cantine, Pasqua Vini, and VasonGroup. These companies will work directly with startups, innovators, and research centers to identify and develop technological solutions that can be tested and implemented across the entire wine production chain.

The program was created in response to several complex challenges facing the wine industry today. These include climate change, the need for digitalization in production and sales processes, evolving international markets, and changing consumer expectations around sustainability and quality. The search for technology that combines innovation, competitiveness, and sustainability is seen as a strategic priority to ensure responsible growth for Italian wine producers.

According to recent data from the Ismea-Qualivita 2025 report, Italy’s DOP (Protected Designation of Origin) economy is valued at about 20.7 billion euros at production level, with approximately 11 billion euros coming from bottled wine. These figures highlight the strategic importance of the wine sector within Italy’s agri-food system and underline the real opportunities for innovation. Italian wine also plays a significant role in international markets, strengthening its global position.

Open innovation is considered a key tool for integrating external expertise and encouraging the adoption of new technologies in a structured way. Direct discussions with partner wineries have identified four main areas where startups are invited to propose innovative solutions: automation and digitalization of wineries to improve efficiency; export strategies and digital sales channels to boost international presence; smart and sustainable viticulture to address environmental challenges; and product innovation along with enhanced customer experiences to promote wine as both a product and a cultural experience.

The Wine Tech Challenge will run for about seven months. Eatable Adventures will guide selected companies and teams through all stages of the process: designing challenges, evaluating solutions, and field testing innovations. The goal is to match industry needs with innovative offerings.

Startups selected for the program will gain access to an industrial environment designed for developing and testing new solutions for the wine supply chain. They will have opportunities to collaborate directly with leading companies, test their ideas in real-world scenarios, and benefit from mentorship, technical support, and co-development opportunities with industrial partners. The program also offers visibility within the sector through ongoing interaction with experts, investors, and stakeholders.

Alberto Barbari, Regional VP Italy at Eatable Adventures, said that the Wine Tech Challenge offers a unique opportunity to quickly turn innovative ideas into concrete projects that impact the entire wine supply chain. He emphasized that supporting businesses and startups in creating real solutions helps accelerate the sector’s evolution toward greater competitiveness and sustainability.

The participating companies each bring distinct strengths. Mack & Schühle Italia operates across the entire production chain with facilities in Puglia and Friuli-Venezia Giulia, focusing on quality and advanced technology. Paladin Giovanni Cantine is a family-run winery producing DOCG, DOC, and IGT wines between Veneto and Friuli-Venezia Giulia with an international outlook that blends tradition with innovation. Pasqua Vini is a historic Verona-based winery known for prestigious Venetian wines; under its third generation of family leadership it positions itself as a laboratory for research combining creativity with international vision. VasonGroup has been active since 1966 as a global reference point for enological know-how through advanced technology solutions supporting the wine industry.

Startups interested in participating can apply through the Verona Agrifood Innovation Hub website.

The Verona Agrifood Innovation Hub itself was established through collaboration among Fondazione Cariverona, UniCredit, Eatable Adventures, local government bodies such as Comune di Verona, universities including Università degli Studi di Verona and Università di Padova, Confindustria Verona, Veronafiere, Mulino Padano, VasonGroup, and Zeep! Agency. The hub offers advanced training programs, networking events, and startup support focused on open innovation. Located in northeastern Italy’s Triveneto region—a key area for foodtech—the hub aims to foster synergies among entrepreneurs, small businesses, researchers, and students while attracting talent and investment both locally and globally.

For more information about the Wine Tech Challenge or how to participate, interested parties can visit veronaagrifoodhub.com or contact the press office at AD Mirabilia.