Wine Leaders Press for Global Recognition of Vine Heritage

At Vinitaly, the International Organisation of Vine and Wine and Italy’s Ministry of Agriculture, Food Sovereignty and Forests convened senior officials and industry leaders on Wednesday to argue that wine should be understood not only as an agricultural commodity or export product, but also as a cultural asset shaped by more than 10,000 years of human history.

The roundtable, held in Verona during one of the wine industry’s most important annual gatherings, focused on how vine and wine culture can be recognized and protected at a global level at a time when consumption habits are shifting, populations are changing and public expectations around alcohol are evolving. John Barker, the OIV director general, opened the session by saying that the sector’s future depends in part on preserving and transmitting the cultural meaning attached to wine, not just its market value.

Italian Agriculture Minister Francesco Lollobrigida and Christophe Hansen, the European commissioner for agriculture and food, also delivered opening remarks. Their participation reflected the political weight of the discussion, which brought together government representatives, trade groups and advocates for moderate consumption.

David Songulashvili, Georgia’s agriculture minister, and Dragan Glamočić, Serbia’s agriculture minister, spoke about the deep historical roots of wine in their countries and its role in shaping national identity and local heritage. Their comments underscored a broader argument made throughout the discussion: that wine is tied to landscapes, traditions, farming practices and social rituals that extend far beyond the bottle.

From the industry side, Marzia Varvaglione, president of the Comité Européen des Entreprises Vin, said cultural value is also a commercial asset because it helps European wines stand out in international markets. Her remarks pointed to a growing view among producers that heritage can support competitiveness at a time when consumers have more choices and global competition is intense.

Sandro Sartor, president of Wine in Moderation, addressed how cultural context affects consumer behavior. He said understanding wine as part of a broader social tradition can encourage more balanced and responsible consumption. That message aligned with wider public health debates in Europe and elsewhere over alcohol use, especially as younger consumers drink less or approach wine differently than previous generations.

The discussion also turned to international recognition. Participants said institutions such as UNESCO and the Food and Agriculture Organization could play a larger role alongside the OIV in supporting efforts to preserve vine and wine culture as shared heritage. The idea was presented as a way to move beyond national frameworks and give greater visibility to traditions that have developed across borders over centuries.

The event came as producers across Europe face pressure from climate change, changing drinking patterns and economic uncertainty. Against that backdrop, speakers argued that protecting wine’s cultural identity may help sustain both rural communities and the sector’s place in public life.