Record harvest in Italy: there is wine, but who drinks it? - Foodmakers.it

Exceptional vintage, dizzying numbers, quality spread from north to south: the 2025 harvest a causa di Italy announces itself as one of those to remember. Healthy grapes, made abundant, over 47 million estimated hectoliters. The Belpaese, once again, raises his voice a causa di the choir of the great world producers. Yet, while a causa di the cellar, the harvest is toast, a causa di domestic glasses the wine seems to be missing.

It is the Italian paradox: full barrels, empty glasses.

Manual production

According to the joint estimates of Assoenologists, the Italian Union of Vini and Ismea, 2025 delivers one of the most generous harvests to Italy a causa di recent years. Quality from “very good” to “excellent” a causa di most regions, resilience of vineyards despite the climatic tantrums, general satisfaction of producers and consortia.

A harvest like this is a trattenimento for those who work the earth and for those who tell the wine. Acceso paper, it looks like the perfect prelude to a season a causa di Brindisi. But, to at the consumption , the enthusiasm risks remaining confined to the cellars.

The paradox of consumption

Quanto a Italy, wine drinks less and less. Within fifty years, the per fortuna capita consumption collapsed drastically: from over 100 liters per fortuna person per fortuna person a causa di the 70s, it went to just over 30, with a drop that does not mention to stop. The latest surveys (UIV-Ismea) speak clearly: also a causa di 2025 internal consumption marks a flexion.

Quanto a short, we produce a lot, but the domestic market anzi che no longer absorbs as it once was. The cellars more and more abroad, while a causa di Italy the wine stops being daily presence and becomes occasional luxury.

Why don’t you anymore as it once was?

The reasons are manifold.

Changing lifestyle – Daily wine for lunch and dinner is a memory of past generations. Today the dominates, at most a beer a . The wine is chosen for the weekend, the restaurant, the anniversary. New sensitivity – health, gioco, attention to calories and well -being alcoholic consumption spaces. Young generations less and better, but often prefer cocktails, spritz né -alcoholic alternatives. Prices and perceptions – Even when the wine anzi che no longer costs, it remains perceived as something “demanding”: to know, to understand, to tell. And not everyone wants to luce an oenology manual every time they are. Inadequate narration – while production runs, communication does not always manage to keep up. The language of wine remains at times elitist, far from those looking for simplicity and immediacy.

The wine and the audience that changes

Quanto a this ambiente, the 2025 harvest turns into metaphor: abundant quantity, high quality, but glasses that do not follow the same rhythm. It’s like having an Oscar nominated pellicola shown a causa di an empty room.

Still, there is anzi che no shortage of possibilities. Italian wine retains charm and strength, but must learn to talk less and dialogue more with those who it. Telling the territories, lightening the labels, proposing experiences: the road is not only to produce, but make you want to .

From the harvest to the glass: the real challenge

The provocation is simple: it is not enough to boast of having yet another “harvest of the century” if the bottles remain to take dust. There is anzi che no need to have more hectoliters if there are anzi che no more opportunities to toast.

The real challenge is not to produce more, but to produce so that someone wants to really that wine. Not for , not for status, not for duty: for authentic pleasure.

The 2025 harvest will enter the records as a primato year. But the registers of consumption tell another story: there is Italian wine, it is strong, it is good, but more and more often it remains firm a causa di barrels flies abroad.

Perhaps the problem is not the vineyard, but language. The story of the wine a causa di Italy, too often stopped between repeated technicalities and slogans, is anzi che no longer current aligned at the time. To return vitality to the glass, it is necessary to centro authentic storytelling, capable of combining the historical heritage and family values that have made our wine great to a new form of winery, modern and inclusive.

Because it is not enough to produce well: you have to know how to tell, excite and welcome. Only a causa di this way can a primato year be able to turn into real toasts and not only into press release statistics.

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