A survey finds that young Italians reserve wine for special occasions

Italian consumers under 35 are moving wine away from everyday meals and toward special occasions, according to a TEHA Group survey presented on Thursday, November 5, in the strategic report “Visione Vino 2026 – Radici profonde, sguardo lontano” at the first Forum Visione Vino in Voghera.

The survey found that only 14% of Italians under 35 say they drink wine with daily meals. Among consumers over 65, that figure rises to 38%. The pattern reverses for celebrations and other specific moments: 50% of under-35 consumers said they choose wine for special occasions, compared with 34% of those over 65.

The findings point to a shift in how younger Italians relate to wine. Rather than treating it as a routine part of lunch or dinner, many appear to see it as a product tied to experience, meaning and context. Benedetta Brioschi, a partner and head of food and retail at TEHA Group, said the change should not be read only as a drop in traditional consumption occasions but as a broader change in the relationship with wine.

In remarks cited in the report, Brioschi said younger consumers bring wine less often to everyday meals and more often to special moments, while territory, experience and digital channels are gaining weight in their decisions. She said understanding those signals matters for a supply chain that supports €40.7 billion in added value, because it can help protect and create value by better explaining quality and identity, making product discovery easier and building experiences that bring in new generations and new consumers.

The survey suggests that, across age groups, basic product attributes still drive most purchasing decisions. Quality was cited by 66.2% of respondents, taste by 64.2% and price by 51.6%. Geographic origin was named by 46.9% of consumers, placing it ahead of alcohol level at 30.1%, production method at 17.5% and traceability at 16.3%. Packaging ranked near the bottom of the factors considered.

Origin also stands out when consumers are asked what could justify paying more for a bottle. TEHA Group said the top factor was that the wine came from a distinctive area with a strong winemaking tradition, cited by 15.4% of respondents. That was followed closely by production from a small winery at 15.1%. Official recognitions were cited by 12.6%, sustainability by 11.9% and organic production by 9.8%.

The survey also sheds light on how Italians choose what to buy. Advice from friends and family remains the main reference point for 54.7% of respondents. Food and wine guides were cited by 27%, while in-store promotions influenced 25.5%.

Digital channels are playing a larger role than some traditional forms of advertising. Specialized websites influenced 22.7% of the sample, and social media plus online reviews reached 16.2%. That put them ahead of television and magazine advertising, which stood at 13.3%.

For wine producers and the wider beverage industry, the shift could have practical implications. If younger consumers are less likely to drink wine as part of daily meals and more likely to reserve it for defined occasions, companies may need to adapt their products, marketing and retail strategies to demand built more around experience, provenance and discovery than habit. That may affect everything from how bottles are presented in stores to how brands use digital platforms and event-based sales channels.

Direct contact with wine also appears to matter. TEHA Group said 53% of respondents had taken part in wine tourism activities over the past year, suggesting that visits, tastings and other in-person experiences remain an important way for consumers to engage with the product.