Sicily Rises as Italy’s Third Largest Sparkling Wine Producer Amid Global Competition

Students from the Business Model Innovation and Management of Innovation courses at the University of Catania recently visited Tenute Nicosia, a family-run winery in Trecastagni, Sicily. The visit took place as part of their studies on how traditional sectors like wine production are adapting to global competition and changing consumer trends. The event was organized by professors Rosario Faraci and Cristina Longo from the Department of Economics and Business.

During the visit, students met with Graziano Nicosia, manager and member of the Nicosia family, which has operated the winery for generations. The group toured the recently renovated estate, which includes an osteria, a pantry, a modern wine cellar, and a conference room. Here, students had the opportunity to discuss directly with Nicosia about the challenges and opportunities facing Sicilian wine producers.

The professors opened the meeting by highlighting that wine is a mature industry with traditionally low levels of innovation. However, they noted that increased international competition from countries such as Chile, Australia, and the United States has pushed historic producers like France and Italy to innovate. This innovation is not limited to technology but extends to marketing strategies and business models as well.

Graziano Nicosia explained that Etna wines have played a key role in revitalizing Italian wine on the global stage. He emphasized that the unique terroir of Mount Etna gives these wines a distinct identity, which is recognized by their DOC status—a designation that may soon be upgraded to DOCG. Nicosia also pointed out that local winemakers have embraced experimentation and diversification. This approach has led to a wide range of white, red, and rosé wines from Etna, as well as sparkling wines. Sicily is now the third largest producer of sparkling wines in Italy after Trentino and Franciacorta.

The visit allowed students to experience firsthand how tradition and innovation coexist in a family business. They explored the winery’s facilities, learned about production processes, and tasted some of Tenute Nicosia’s most renowned wines. The experience provided insight into how family-run enterprises are responding to new market demands while maintaining strong ties to their territory.

The event also addressed broader trends in the wine industry, such as efforts to attract younger consumers and adapt products to evolving tastes. Students discussed with Nicosia how Sicilian wineries are using both heritage and experimentation as tools to compete internationally.

Tenute Nicosia’s approach reflects a wider movement among Sicilian wine producers who are investing in quality improvements and new product lines while preserving local traditions. The company’s success demonstrates how family businesses can leverage their history and connection to the land while embracing change.

The visit concluded with a tasting session where students sampled several wines produced on the slopes of Mount Etna. For many participants, it was an opportunity to see how academic concepts about innovation and business models apply in real-world settings. The experience highlighted the importance of combining tradition with forward-thinking strategies in order to remain competitive in today’s global wine market.