Vinitaly 2026: Wine Facing New Challenges and the Value of Experience

With just one week to go until Vinitaly 2026, one of the most important events on the Italian wine scene, it is time to take stock and reflect.

In the aisles of the fair, there was a different atmosphere to the usual: more self-aware, more down-to-earth, and deeply rooted in its identity. A clear sign of how the sector is evolving, keeping its roots firmly in place whilst opening up to new horizons.

Italian wine continues to represent a standard of excellence recognised worldwide. However, today it faces an increasingly complex and dynamic international landscape, marked also by the emergence of new trends such as low-alcohol and non-alcoholic wines. A shift that invites companies to reflect and rethink their positioning.

And it is precisely from this context that new opportunities arise.

Among the most discussed topics during this Vinitaly, one in particular caught the attention: wine tourism. It is no longer simply a trend, but a genuine strategic lever for the sector’s future.

Indeed, more and more people are choosing to experience wine before they even buy it. They seek authentic places, stories to listen to, and experiences to remember. Wine is no longer just a product: it is culture, connection, and emotion.

Today, the question is not merely ‘how to sell more’, but ‘how to bring it to life’.

It means opening the doors to our cellars, forging genuine connections with people, and turning every visit into a unique experience. It means offering experiences that leave a lasting impression, far beyond the glass itself.

Vinitaly 2026 leaves us with this realisation: the future of wine does indeed depend on the market, but above all on people.

And we are ready to welcome them.