Italian Wine Industry Confronts Declining Youth Interest at Florence Forum

The Italian wine sector is facing a critical moment as it seeks to reconnect with younger generations and avoid becoming a marginal product in the country’s culture and economy. This concern was at the center of the “Vino e Giovani: un incontro tra cultura e responsabilità” forum, organized by Assoenologi and held at Palazzo Medici Riccardi in Florence. The event brought together industry leaders, policymakers, scientists, and communicators to discuss the future of wine consumption among young people.

Riccardo Cotarella, president of Assoenologi, opened the debate by emphasizing that wine must change its approach if it wants to remain relevant. He pointed out that while Italian wine has achieved global recognition for quality and technical excellence, it now faces a challenge in how it communicates with new consumers. Cotarella argued that the traditional image of wine—either as an elitist product for experts or as an old-fashioned drink—alienates young people who are increasingly drawn to cocktails and beer. These beverages are marketed through stories of atmosphere and conviviality rather than technical details or tradition.

Cotarella stressed that the responsibility for declining wine consumption among youth does not lie with the younger generation but with producers, marketers, journalists, and enologists who have failed to adapt their messaging. He called for a more accessible, informal, and inclusive approach to wine communication, one that does not make consumers feel judged or excluded. Cotarella announced plans for a major awareness campaign targeting all associations in the sector and highlighted the need for greater presence in universities and schools—not just those focused on viticulture.

Francesco Lollobrigida, Italy’s Minister of Agriculture, echoed these concerns. He underlined the importance of educating people about wine as part of Italy’s cultural heritage and social model. Lollobrigida warned against criminalizing wine due to its alcohol content, noting that such attitudes risk causing significant economic harm to a sector where Italy is a global leader. In 2024, Italian wine exports reached €8.1 billion, though this figure dropped slightly to €7.7 billion in 2025. The minister also mentioned ongoing efforts to support the industry through additional funding for international promotion.

Dario Nardella, member of the European Parliament and former mayor of Florence, highlighted the unique historical role of wine in Italian society. He questioned why there is strong opposition to wine consumption but not to spirits, even though young people are more exposed to high-alcohol drinks without understanding what they are consuming. Nardella proposed integrating wine education into civic education programs in schools and suggested creating school gardens with small vineyards to reinforce the link between agriculture and culture.

Carlotta Gori, director of the Chianti Classico Consortium, offered a perspective focused on sustainability and territory. She noted that young people are interested in experimentation rather than loyalty to specific products. The Chianti Classico sustainability protocol now includes social and environmental elements designed to appeal to younger consumers, such as encouraging local employment and protecting historical sites.

Dario Stefàno, president of the Center for Wine Tourism Studies at Lumsa University in Rome, argued that changes in social habits have made cocktails more attractive to young people because they offer immediacy and informality. He said that while wine has advanced technically, it lags behind in symbolic communication—focusing too much on expertise and tradition rather than experiences and emotions. Stefàno believes that making wine more accessible without diluting its cultural value is essential if it is to avoid becoming irrelevant.

Giorgio Calabrese, a nutrition scientist, reminded attendees that wine should be considered a “liquid food” rather than just a beverage. He emphasized responsible consumption—only after age 18 and always with meals—and warned against demonizing wine for economic rather than scientific reasons.

Vincenzo Russo, professor of consumer psychology at IULM University in Milan, discussed how small changes in language or label design can influence young consumers’ choices. He noted that traditional cultural mediations around wine—such as family rituals—are disappearing, making it harder for new generations to develop an appreciation for wine.

Niccolò Lazzari, a young enologist from Veneto who created the “AmicoEnologo” project on social media, shared his experience making wine more accessible through simple language aimed at younger audiences online.

The upcoming 79th Assoenologi Congress in Conegliano will continue these discussions at the end of May. The event will focus on how the sector can adapt its communication strategies while maintaining its cultural depth. The challenge remains: how can Italian wine stay relevant for future generations without losing its identity? The answer may lie in finding new ways to tell its story—one that resonates with both tradition and contemporary lifestyles.