In the face of transformative market dynamics and changing consumer preferences, Italy’s wine sector must urgently define a development strategy. Drawing lessons from Australia’s Vision 2050, the article highlights actionable steps, including balancing supply and demand, sustainability, and diversifying markets, underscoring the need for stakeholder collaboration to secure a successful future for Italian wine.

Years ago, I was fortunate to participate in the Vision 2030 project, coordinated by Ettore Nicoletto, former CEO of Angelini Wine Estates. This initiative brought together several leading wine industry owners and managers to analyze key issues (such as the demand-supply balance, communication, training, and wine tourism) and identify solutions.

Despite these attempts, no comprehensive development plan has emerged in the past 30 years, demonstrating the industry’s reluctance to adopt shared strategies. Meanwhile, other wine-producing countries, like Australia, are taking significant steps, exemplified by their updated Vision 2050 plan.

Australia’s Vision 2050 reset outlines six urgent priorities to be implemented by June 2025:

  1. Balancing supply and demand: Align supply with sustainable demand.
  2. Diversifying international markets: Expand presence through market research and product innovation.
  3. Growing the domestic market: Support wineries in local market expansion.
  4. Embracing sustainability: Promote the Sustainable Winegrowing Australia program.
  5. Defending wine’s social role: Implement evidence-based policies to address alcohol abuse.
  6. Adapting funding systems: Ensure financial models align with the sector’s future needs.

Specific actions include creating a national vineyard registry and encouraging transitions to alternative crops where necessary. The ultimate goals are ambitious:

  • 3% annual growth in unit value.
  • A $100 billion contribution to Australia’s economy from wine and wine tourism.
  • Achieving #1 product status in key markets.
  • Enhanced perception of quality for Australian wine.

These strategic objectives highlight the need for Italy to implement its own development policy, leveraging clearer, deeper sector insights and involving all relevant stakeholders effectively.

Key Points

  1. Italy’s wine sector lacks a unified development plan amid market changes.
  2. Australia’s Vision 2050 offers a model with six urgent priorities.
  3. Balancing demand and supply is critical for long-term sustainability.
  4. Stakeholder collaboration is vital for a successful wine strategy.