Italian wine does not need saving, it needs evolving. This was the key message emerging from the second edition of Envisioning2035 – Wine (R)evolution, the summit promoted by FreedL Group that brought together some of the most influential voices in the Italian wine industry in Milan on 4th June. The event is rapidly establishing itself as one of the most important strategic forums dedicated to the future of Italian wine.
Throughout the day, a clear consensus emerged: the market is changing faster than ever, and the companies that will succeed over the next decade are those capable of transforming change into competitive advantage.
Data presented by Nomisma Wine Monitor highlighted a challenging environment, marked by a decline in export value, but also by significant opportunities. Wine tourism now generates more than €3 billion for Italian wineries, while emerging markets continue to gain relevance within international growth strategies.
Industry leaders, executives, analysts and experts identified five key drivers for future competitiveness:
- Stronger managerial capabilities;
- Greater international market coverage;
- Faster decision-making and adaptability;
- Better control of positioning and profitability;
- Deeper understanding of new consumers and evolving consumption occasions.
As Edoardo Freddi highlighted during the summit, product quality remains essential, but it is no longer sufficient on its own. The real challenge lies in how wine is communicated, distributed and positioned in increasingly competitive global markets.
Envisioning2035 was created precisely to address this challenge: providing a permanent platform where ideas, analysis and strategic thinking can be transformed into practical actions for the future of Italian wine.
Official website: Envisioning2035 – Wine (R)evolution
TV coverage and video highlights: Envisioning2035 YouTube Channel
The future of Italian wine will not be shaped by observing change, it will be shaped by leading it.
