Italian Government Boosts Wine Sector With €1 Billion Investment and National Campaign

The Italian government has announced new funding and a national communication campaign focused on wine, highlighting the sector’s importance to the country’s economy and cultural identity. The Ministry of Agriculture, Food Sovereignty and Forests convened a meeting with key wine industry stakeholders to present significant investments and launch the campaign titled “Coltiviamo ciò che ci unisce” (“We cultivate what unites us”). On the same day, the Senate hosted a ceremony marking the handover of the “Città del Vino” (City of Wine) title from Castelli Romani, which held it for 2025, to the municipalities of Vulture and Conegliano-Valdobbiadene, which will share the title for 2026 and 2027.

These events underscore how wine remains central to government policy under Prime Minister Giorgia Meloni, particularly in efforts to protect and promote Italy’s agri-food sector. Minister Francesco Lollobrigida stated that funding for wine-related supply chains has increased from €100 million under the National Recovery and Resilience Plan (Pnrr) to €1 billion. He described wine as essential for Italy’s economy, history, and environmental protection. Lollobrigida also pointed to positive export data, noting a 7.5% increase in sales to the United States, which he said disproves concerns about tariffs harming the industry.

The government is also pushing back against what it calls the “demonization” of moderate wine consumption. Lollobrigida said that instead of viewing wine solely as an alcoholic beverage, there should be a focus on its social benefits and scientific research supporting responsible consumption. He announced plans to present studies from research centers aimed at countering alarmist narratives, emphasizing that wine is not a “poison” but part of Italy’s identity.

Giorgio Salvitti, an advisor to the agriculture minister, spoke at the Senate event organized for Città del Vino 2026. He said that promoting wine means supporting entire regions, encouraging tourism in rural areas, and resisting efforts to criminalize a product that is integral to Italian cuisine, recognized by UNESCO as part of world heritage.

Senator Luca De Carlo, chair of the Senate Agriculture Committee, highlighted ongoing parliamentary hearings and an inquiry into climate change’s impact on agriculture. He stressed that only by addressing these challenges can Italy improve both production quantity and quality. De Carlo expressed confidence in scientific research as a tool for improving quality of life and adapting agriculture to changing global conditions. He also referenced trade agreements like Mercosur as opportunities for adaptation.

De Carlo noted that Italian wine has unique opportunities in international markets because it tells the story of its regions of origin. He cited the symbolic bridge between northern and southern Italy represented by this year’s Città del Vino handover. He described this as part of Italy’s “DOP economy,” which is growing by 20% annually. The government plans to continue investing in this area, including through new initiatives such as “Turismo DOP,” recently launched in Veneto by Minister Daniela Santanché.

The series of announcements and events reflect a coordinated effort by Italian authorities to support wine producers, promote responsible consumption, and strengthen Italy’s position in global markets while preserving its cultural heritage.