WINE FUTURE: BETWEEN OPPORTUNITY AND THREATS
Future wine is threatened by falling consumption and taxes while opportunities are emerging markets, online sales and wine tourism but focus on packaging
Di Donatella Cinelli Colombini
I take up a beautiful art
icle by Fabio Piccoli as a conclusion of his participation in the “Global Wine Industry Outlook 2025” by Wine Intelligence. The super British agency of analysis on wine, has called 300 professionals of all the production chain (producers, marketing experts, importers, traditional and online distributors, GDO and HORECA operators, trade associations and institutional representatives) from 52 countries around the world to map enology in the next five years. The outcome is only partly predictable because, as in any self-respecting large forum, confirmation of known data is associated with something new and a new interpretation of old information.
THOSE WHO DO NOT DISTINGUISH THEMSELVES BECOME EXTINCT, IN THE FUTURE OF WINE THE NEED TO COMMUNICATE GROWS
Both Wine Intelligence and Fabio Piccoli from WineMeridian underline the importance of the contribution of an Australian marketing manager who summarizes in simple words a new very complicated horizon

Global-Trade-Report-2019
“There are more and more peo
ple involved in wine, but it is no longer a question of loyalty to a particular brand; instead, there is a tendency to try many different styles. This makes it difficult for wineries to distinguish themselves, given the impressive amount of varieties that consumers can choose”. As is now well known, wine and food have replaced clothing as tools used by consumers to represent themselves and communicate to their community. The choice of a particular bottle therefore depends on the values it brings in: luxury, attention to pairing, ability to represent certain cultures, respect for the environment, ethical choices in favour of people, of the territory, animals … In front of customers who are less and less loyal and more experimentalist, it becomes even more necessary to make the producer’s choices perceivable, those that distinguish its bottles in the immense international offer and make them preferred by consumers who share the same values.
The comment by Fabio Piccoli is lapidary and fully shareable “businesses are and will be increasingly obliged to identify tools to stand out>>.


















entury Villa and chapel and nice farm houses transformed in agriturism.




