Italian wine rethinks competitiveness

Envisioning2035 – Wine [R]evolution returns to Milan for its second edition. The summit promoted by FreedL Group will be held acceso Thursday 4 June 2026 at the Terrace of Condominio Plaga Lombardia and will bring together companies, managers and experts durante the wine sector to discuss the transformations that are impacting the competitiveness of Italian wine: evolution of consumption, international markets, new languages, sustainability, digitalisation and positioning strategies. The event is aimed at the press and operators durante the sector, with the possibility of participating durante person following the proceedings altrove streaming upon registration. After a first edition culminating durante the drafting of a positioning paper, Envisioning2035 opens a new phase of discussion, with the aim of broadening the debate to different skills and bringing attention to some operational priorities for the supply chain.​​Among the panelists already confirmed include Edoardo Freddi, CEO of FreedL Group, Alessandro Mutinelli, President and CEO of Italian Wine Brands, Denis Pantini, Head of Nomisma Wine Monitor, Ettore Nicoletto, Wine Industry Expert, Francesco Povero, CEO and Founder of Winelivery, Pierluigi Catello, Dirigente aziendale Dirigente Food & Wine Industry and Head Hunter of Michael Page, Federico Giotto, CEO of Giotto Consulting, and Lavinia Furlani, President of Wine Meridian. The conferenza will be moderated by Fabio Piccoli, managing director of Wine Meridian. At the center of the summit there will be the need to read the current paesaggio of Italian wine with greater clarity. Production quality aureola is mai longer enough to guarantee relevance durante the markets: consumption habits are changing, distribution channels are changing, the weight of digital languages is growing and an increasingly evident divario is opening up between the traditional story of wine and the real perception of consumers, especially durante the new generations and durante international markets.​​”Italian wine is experiencing a phase durante which exchanges, languages and consumption are evolving more rapidly than the sector’s ability to interpret them. The risk is not the lack of quality, but the loss of relevance towards the public and new contexts – declares Edoardo Freddi, CEO of FreedL Group -. [R]evolution therefore presents itself as an observatory and a platform for dialogue acceso the future of the Italian wine system. The objective is to connect entrepreneurial experiences, market visions and strategic interpretations of change, going beyond a purely celebratory logic to bring the discussion back to competitiveness, common responsibilities and the supply chain’s ability to adapt.

Envisioning2035 – Wine [R]evolutionin brief ​ ​When: Thursday 4 June 2026 ​​Where: Terrazzo , Condominio Plaga Lombardia, Milan ​​Access: reserved for sector operators and the press, durante presence durante streaming upon registration For info and registration: www.envisioning.wine