Morellino di Scansano 2025 Harvest Yields High-Quality Grapes Amid Lower Volumes

The 2025 grape harvest for Morellino di Scansano DOCG has started along the Tuscan coast, with early reports from the local consortium indicating a year of high quality but lower yields. Sangiovese grapes, the main variety in this region, have benefited from favorable weather conditions. The grapes are healthy, with regular ripening and a balanced ratio of sugars and phenolic compounds. These factors are expected to produce wines of excellent quality, though the total volume will be less than last year.

Bernardo Guicciardini Calamai, president of the Morellino di Scansano Consortium, addressed concerns about the current market situation. He noted that while quality is high and yields are down, these are positive signs in a period marked by slowing wine consumption both in Italy and abroad. Calamai urged caution but discouraged alarmism, describing the current challenges as part of a cycle that the sector has faced before. He expressed confidence that the market would stabilize, especially after recent difficulties caused by U.S. export tariffs.

The consortium is responding to these challenges by focusing on new international markets and strengthening its promotional efforts. Investments will continue in both Italy and abroad to highlight the sustainability and authenticity of Morellino di Scansano wines. The goal is to reinforce consumer trust, reach emerging markets, and demonstrate the resilience of this Tuscan denomination.

Calamai also emphasized the need to communicate wine’s cultural and social value, especially to younger generations. He called for science-based information campaigns that promote responsible and balanced wine consumption while countering prohibitionist messages. According to Calamai, it is important for young people to understand that wine is not just a product but also a part of history, tradition, and community identity in Tuscany.

The consortium’s strategy includes using direct and accessible language to reach new audiences. By focusing on mindful consumption and the cultural significance of wine, they hope to build lasting connections with consumers at home and abroad. As the 2025 harvest progresses, producers remain optimistic about the quality of this year’s vintage despite lower yields and ongoing market uncertainties.