Italian Government Unveils National Campaign to Boost Wine Culture and Consumption

The Italian Ministry of Agriculture will launch a new national campaign to promote Italian wine starting February 15. The initiative, titled “Il vino è il nostro tempo, coltiviamo ciò che ci unisce” (“Wine is our time, let’s cultivate what unites us”), was presented in Rome on February 2 by Minister Francesco Lollobrigida during a meeting with representatives from the wine industry. The campaign aims to support domestic wine consumption and reinforce the cultural and social value of wine in Italy.

The campaign will run in two phases leading up to the Vinitaly trade fair and will be broadcast on national television, radio, and digital platforms, including social media channels popular among younger audiences. It features two main video spots: one institutional message highlighting the importance of vineyards and Italy’s winemaking heritage, and another focusing on the intergenerational legacy of wine. The stated goal is to foster a culture of responsible and respectful wine consumption, positioning wine as a symbol of Italian identity and conviviality.

Minister Lollobrigida emphasized that the campaign is part of a broader strategy to address challenges facing the Italian wine sector. These include global geopolitical instability, shifting consumer habits, and declining demand in some markets. The government has increased its financial commitment to the sector, raising investments from about €100 million under the National Recovery and Resilience Plan (PNRR) to nearly €1 billion for supply chain contracts related to wine.

The February 2 meeting at the Ministry brought together leaders from major agricultural organizations, industry associations such as Unione Italiana Vini (UIV), Federvini, Assoenologi, Fivi, Confagricoltura, Coldiretti, Cia-Agricoltori Italiani, and others. They discussed recent policy measures including streamlined procedures for accessing EU funds for international promotion (Ocm Wine), digitalization of application processes, and regulatory updates allowing for the production of dealcoholized wines in Italy. A consensus was reached on technical standards for these products after months of debate.

On the export front, Italy’s wine shipments to the United States grew by 7.5% in volume during the first half of 2025 despite currency fluctuations and ongoing trade tensions. The Ministry plans to consolidate its position in established markets like the U.S. while seeking new opportunities in India and South America. In particular, there is interest in leveraging the EU-Mercosur agreement to expand exports to South American countries, although some resistance remains within other agricultural sectors.

Industry leaders have welcomed the new communication campaign as a long-awaited step. Lamberto Frescobaldi, president of Unione Italiana Vini, said it puts responsible consumption back at the center of public discourse and reflects strong institutional support for Italian wine as a key driver of “Made in Italy.” He also noted Minister Lollobrigida’s commitment to increasing funding for wine under future EU Common Agricultural Policy (CAP) programs.

The campaign comes at a time when Italian wine exports reached a record €8.1 billion in 2024, contributing significantly to an overall agri-food export target of €73 billion. The sector remains vital for Italy’s economy and cultural heritage. The government’s efforts aim not only to sustain current performance but also to ensure long-term growth by promoting both tradition and innovation within the industry.

The official launch on February 15 will mark a new phase in how Italy presents its wine culture at home and abroad. The campaign seeks to unite generations and regions around a shared appreciation for wine as both an economic asset and a cornerstone of Italian life.