The future of wine in Italy: a discussion at the #Futuribili Festival

The event, attended by industry experts, represented a unique opportunity to explore the prospects of the Italian wine industry.

Moderated by Fabio Piccoli, Editor-in-Chief of Wine Meridian, the meeting discussed crucial topics such as the dynamics and innovations in the sector, strategies for developing wine markets, new communication models aimed at attracting younger generations, and the business opportunities offered by wine tourism.

Antonio Paoletti, President of the Villa Russiz Foundation and the Venezia Giulia Chamber of Commerce, opened the proceedings by emphasizing that the future of the sector is closely tied to promoting the values ​​of the local area. He highlighted how Villa Russiz combines its market presence with the development of a project of solidarity and support for vulnerable children.

Flavio Geretto, Chief Commercial Officer of Villa Sandi, identified the essential ingredients for competitiveness: a clear and authentic corporate identity, a precise understanding of the target audience, and the valorization of Italian values, emphasizing the importance of adapting to different cultures and consumer styles.

Pierangelo Tommasi, General Manager of Tommasi Family Estates, highlighted wine tourism, still underutilized, as a key lever for the future, and highlighted the need for family-run wine businesses to plan medium- to long-term strategies.

Walter Massa, owner of Vigneti Massa, identified three key ingredients for building a denomination's reputation: a genuine awareness of the region's values, the ability to go against the grain, and the inclusion of important corporate brands that drive awareness.

Matteo Bellotto, Brand Ambassador for the UniDoc FVG Consortium and the Consortium for the Protection of Friuli Colli Orientali and Ramandolo Wines, proposed a revolution in wine communication, giving voice to the geography and diversity of the territories, avoiding focusing exclusively on the story of wine itself.

Antonio Donato, General Manager of Tenute del Cerro, envisioned a future where increased human resource capacity and managerial skills are needed, leveraging the leadership of large groups investing in the sector.

David Buzzinelli, President of the Collio Consortium, emphasized the importance of a strong sense of belonging, citing Collio as an example of a region characterized by the many small family businesses that constitute its soul.

The event, organized in collaboration with Wine Meridian, is part of the #Futuribili festival program, promoted by DMAV – Dalla Maschera al Volto, the START cultura association, and the Villa Russiz Foundation.