2026 is shaping up to be a year of “competitive maturity” for Italian wine: less room for shortcuts and a greater need for clear, deliberate choices. After seasons marked by climate volatility, fluctuating energy costs and uneven consumption, the sector is entering a phase in which the key word will be value, not volume. The market no longer rewards undifferentiated supply; instead, it rewards those who can protect margins, choose the right channels and communicate a credible territorial identity.
On the domestic front, demand will continue to polarize. On one side, consumers seek accessibility and easy-to-understand cues, especially in large-scale retail; on the other, there is growing willingness to pay for experiences and wines “with a reason,” when perceived quality is supported by service, packaging and brand consistency. This is where the Horeca channel and wine tourism play their part: not only as revenue streams, but as platforms for loyalty, data and direct relationships.
Exports will remain the backbone, but under tougher rules. Traditional markets are mature and price-sensitive; emerging ones require continuity, education and long-term investment. In 2026, the ability to segment will be decisive: protecting strong appellations, while also making room for cross-cutting categories (sparkling wines, fresh whites, food-friendly reds) and more functional formats, without compromising positioning.
Financial management will also matter: inflated inventories and slow turnover call for planning, supply-chain agreements and, where necessary, consolidation. Cooperatives and consortia will be expected to help wineries move from a production-driven logic to a market-driven one, with shared data and targeted promotion.
The vineyard remains the biggest variable. Adapting to climate change—water management, rootstocks, shading strategies, precision farming—is no longer a “green” topic but an industrial one. Likewise, sustainability and certifications will be decisive only if they are translated into measurable, communicable benefits, avoiding the trap of greenwashing. Finally, product innovation and language: low- and no-alcohol wines, new drinking occasions, digital marketing and direct-to-consumer sales are not passing trends, but tools to engage different generations. 2026 will reward those who can be contemporary without losing authority. Italian wine has an unmatched capital of territories and expertise; the challenge is to convert it into stable competitiveness, with more integrated supply chains and storytelling that is finally aligned with the facts.
Riccardo Gabriele
Dining and Cooking