WineCouture International Edition | Allegato 1-2/2026

ALLEGATO AL NUMERO 1-2 Anno 7 | Gennaio-Febbraio 2026
international edition
THE ITALIAN
FACTOR
Why Made in Italy wine
continues to lead global markets

“A Sip Is Worth More Than a Speech”
If wine is born from the land, it truly comes to life in the encounter.
Few lines capture so clearly the central role of hospitality in
contemporary wine culture, wherever in the world a winery may
be located. It is a truth that has too often been overlooked. For
years, the wine sector has pursued excellence while simultaneously
creating distance—building quality yet retreating into ivory towers,
and failing to turn product value into a living relationship with those
meant to choose, drink and truly appreciate that bottle.
Today, amid the proliferation of events across all five continents
and the increasingly self-celebratory posture of wine guides—often
more concerned with pleasing the critics who write them than with
conveying the soul of the wines being tasted—the risk of exclusion remains.
It is the risk of leaving behind an audience that has never been
more eager to understand, to explore, and to feel part of a world it
finds compelling, yet still too distant. Language is frequently opaque,
encounters insufficiently inclusive, leaving newcomers and enthu-
siasts on the margins of a sector that, at this very moment, needs to
build new connections and amplify its voice.
This is the challenge of a future that is already here: placing relationships
back at the centre. It is the same spirit found in the aisles of a
major international trade fair such as Wine Paris, which marks the
debut of the first print and digital issue of WineCouture International
Edition. What began as a weekly newsletter reaching 20,000
professionals in 92 countries now becomes a special-edition magazine—created
to share something we have always experienced not
simply as a profession, but as a genuine passion. That same passion
lies at the heart of every meaningful relationship: in winery hospitality,
in the attentive gaze reserved for those arriving for the first time. It is
the bond that encourages producers to explore new horizons without
forgetting those who believed in them from the beginning. It is the
connection born from the simple act of offering a glass. Because wine
truly comes alive only when it meets someone willing to listen.
P.S. The title of this editorial, “A Sip Is Worth More Than a Speech,” is a quote from Marco Felluga, a pioneer of Collio and one of the patriarchs of
Friulian wine, who passed away in 2024, leaving behind a meaningful lesson for everyone working in the world of wine today:
“The greatest mistake a wine producer can make is believing they have reached the finish line. Wine is a never-ending project, shaped by constant
change. What truly matters is loving the work you do and taking joy in it.”
10 U.S. Dietary Guidelines Shift the
Conversation on Wine
12 iDealwine: How Fine Wine Auctions
Are Evolving Worldwide
16 Banfi, the Enduring Icon of Brunello
24 Beyond Prosecco: Serena Wines 1881
Accelerates Global Strategy
34 Mack & Schühle Italia: Redefining
Wine, One Degree at a Time
46 Maximilian J. Riedel on Wine
Culture, Glassmaking and Business
ALLEGATO A WINECOUTURE 1/2
Anno 7 | Gennaio - Febbraio 2026
Art direction Inventium s.r.l.
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Viale Murillo, 3
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www.winecouture.it | www.nelsonsrl.com
2

Italy's 2025 Harvest:
Balance Regained
A region-by-region outlook on volumes and quality
in Italy’s 2025 vintage
Photo: Consorzio Tutela Vini Montecucco
Italy’s 2025 wine harvest marked a return to structural balance after
two consecutive years shaped by climatic stress and uneven yields.
Total production reached 47.4 million hectolitres, up 8% compared
to 2024, bringing the country back in line with its recent historical
average. This recovery, however, did not unfold uniformly. From
Alpine vineyards to the Mediterranean islands, 2025 took shape as a
region-by-region mosaic of climatic conditions, agronomic decisions
and quality outcomes—offering international buyers a precise, differentiated
reading of the vintage.
gar–acid balance, aromatic intensity and strong territorial definition.
Trentino–Alto Adige (+9%) experienced early budbreak and consistent
summer temperature swings that preserved acidity in aromatic
varieties while supporting phenolic ripeness in reds. Chardonnay and
Pinot Noir bases were harvested from mid-August, with the harvest
Northern Italy: Precision, Freshness and Controlled
Growth
Northern Italy was characterised by technical precision, freshness and
measured growth. In Piedmont, production reached 2.83 million hectolitres
(+5%). Adequate water reserves combined with a dry summer
accelerated ripening by 7–10 days, particularly for sparkling bases and
Moscato. Disease pressure was effectively contained through timely
interventions, while Nebbiolo benefited from a long, gradual maturation
extending into October. Grape health remained consistently high,
resulting in wines marked by aromatic clarity and phenolic precision.
Valle d’Aosta confirmed a small but high-quality harvest (+8%), shaped
by a cooler August that preserved acidity. Chardonnay and Pinot
Noir for sparkling wines were harvested shortly after Ferragosto, while
Nebbiolo (Picotendro) showed notable balance and freshness, with
harvest dates significantly earlier than historical norms.
Lombardy recorded a robust 15% increase, driven by a favourable vegetative
cycle and well-managed disease pressure. Franciacorta and
Oltrepò Pavese began harvesting in late August, while Lugana and
Valtellina delivered technically precise wines, supported by sound su-
Photo: Azienda Agricola Annalisa Zorzettig
4

WINE PARIS
HALL 5.2 STAND D 143
COME AND TASTE OUR WINES!

Photo: Consorzio di Tutela del Conegliano Valdobbiadene Prosecco DOCG
Photo: Consorzio Tutela Vini Montecucco
Photo: Associazione Deditus
Photo: Vini Alto Adige – Florian Andergassen
Photo: Consorzio Alta Langa
concluding in October with Cabernet Sauvignon. Overall quality was
described as uniformly high across the region.
Veneto posted a modest 2% increase, reflecting deliberate production
restraint rather than climatic limitation. White varieties
ripened slightly ahead of schedule, while reds aligned closely with
historical averages. Glera, Pinot Grigio and Chardonnay were harvested
from late August, and Amarone grapes entered drying facilities
in early September.
Friuli Venezia Giulia (+10%) benefited from alternating heat and
rainfall. Pinot Grigio was harvested early, reaching sound ripeness
levels, with botrytis pressure confined to poorly drained zones.
Yields aligned with long-term averages, while quality remained consistent
across the region.
Liguria remained broadly stable. Vermentino harvesting began in
late August, with yields slightly below average but a qualitative profile
defined by freshness and shaped by the region’s distinctive maritime–alpine
conditions.
Emilia-Romagna closed broadly flat. Grape quality remained
high—particularly for Sangiovese—while lower cluster weights in
parts of Emilia reduced volumes without affecting concentration or
aromatic definition.
Central Italy: Selective Adjustment and Quality Focus
Central Italy recorded an overall decline of 3%, largely driven by Tuscany’s
adjustment following an exceptional 2024. Tuscany posted a
13% decrease, representing a physiologically expected correction. Despite
August heat peaks, vines experienced limited water stress thanks
to solid winter reserves. Sparkling bases harvested early showed good
balance, while reds displayed concentration and phenolic maturity,
confirming 2025 as a strong, red-oriented vintage.
Umbria rebounded at +10%, combining healthy yields with excellent
sanitary conditions. Both whites and reds expressed strong aromatic
integrity, with harvesting spanning from mid-August to early October.
The Marche stood out at +18%, supported by regular rainfall and mar-
6

VENETO | PUGLIA | TOSCANA
FIND US AT:
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WINE PARIS - HALL 5.1 STAND C-103

Photo: Consorzio Tutela Vini della Maremma Toscana
Photo: Vini Alto Adige – Florian Andergassen
ked diurnal ranges. Verdicchio, Pecorino and Montepulciano expressed
high-quality profiles, particularly in terms of acidity retention and
aromatic precision.
Lazio registered a 5% increase, benefiting from restored water reserves
and late-summer temperature swings that enhanced aromatic expression,
especially in white varieties.
Southern Italy: Volume Recovery with Structural Quality
Southern Italy led the national recovery with an overall increase of
18%. Abruzzo delivered one of the strongest performances at +25%,
pairing higher yields with excellent grape health. Early-harvested Trebbiano
and Pecorino showed balance and aromatic depth, while Montepulciano
expressed structure and intensity.
Molise also recorded a 25% increase, under stable conditions and a clean
harvest beginning after Ferragosto. Trebbiano and Montepulciano
achieved strong sugar–acid equilibrium.
Campania grew by 13%, with late-ripening varieties benefiting from
adequate water reserves and moderated summer temperatures. Falanghina,
Asprinio and Pallagrello were harvested from late August, delivering
consistently high quality.
In Puglia (+17%), gradual ripening and controlled disease pressure resulted
in Negroamaro, Primitivo and Nero di Troia wines combining
ripeness with freshness.
Basilicata posted the sharpest rebound (+40%), returning to physiological
norms after previous declines. Aglianico del Vulture was harvested
in October under stable conditions, achieving good structural
balance.
Calabria increased by 15%, with Gaglioppo grapes for Cirò ripening
evenly and maintaining strong sanitary conditions despite isolated
spring frost events.
The Islands: A Return to Equilibrium
The islands confirmed a return to equilibrium. Sicily rebounded by
20% after two difficult years. Adequate winter rainfall, balanced summer
temperatures and an extended harvest window resulted in wines
marked by freshness, aromatic definition and technical clarity. Harvest
began in late July and extended for nearly 100 days.
Sardinia remained broadly stable, balancing early-season disease pressure
with episodes of late-summer hail. Vermentino, Moscato and
Cannonau showed differentiated outcomes by zone, while overall quality
remained consistent.
Photo: Consorzio di Tutela Vini Doc Sicilia
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9

US Dietary Guidelines Shift
the Conversation on Wine
The removal of daily alcohol limits reshapes positioning
and opens new narrative opportunities for wine
The newly released Dietary Guidelines for Americans 2025–
2030, presented on January 7, mark a significant shift in
US nutrition policy. Alongside a strong emphasis on “real
food,” a tougher stance against sugar, and a clear condemnation
of ultra-processed foods, the guidelines introduced under the
Trump administration include a change with direct implications for
the wine sector: the removal of daily alcohol consumption limits.
For the first time in more than thirty years, the US government has
moved away from the numerical recommendation that capped alcohol
intake at two drinks per day for men and one for women. In its
place comes a broader and less prescriptive message — “Drink less
alcohol for better overall health”. While this does not represent an
endorsement of drinking, it fundamentally reshapes the institutional
language around alcohol and opens new narrative space for wine.
By moving beyond rigid numerical thresholds, the guidelines signal
a shift from a purely quantitative approach to a more contextual understanding
of alcohol consumption. The focus is no longer solely
on how many glasses are consumed, but on how, when, and why
alcohol is consumed. Within this reframed perspective, wine naturally
stands apart. In its cultural and gastronomic dimension, wine
has never been merely an “alcohol unit”: it is part of the meal, accompanies
food, and supports conviviality and social connection. Even
institutional voices such as Dr. Mehmet Oz have acknowledged that,
while health considerations remain essential, alcohol can play a role
in facilitating social interaction and shared experiences.
The new dietary guidelines are particularly firm in their stance
against added sugars and ultra-processed foods, identified as major
contributors to chronic disease. This approach indirectly favors authentic
agricultural products linked to the land, transparent supply
chains, and minimal processing. In this context, wine — especially
quality, artisanal, and terroir-driven wines — emerges strengthened.
No longer framed solely as an alcoholic beverage, wine can be
repositioned as an expression of agriculture, culture, and identity.
As industrial ultra-processed products are increasingly portrayed
as the real threat to public health, wine has the opportunity to be
perceived once again as a natural product, to be enjoyed consciously
and in moderation.
The removal of daily consumption limits does not encourage drinking,
but it does eliminate the automatic stigmatization that has long
placed wine indiscriminately alongside all other alcoholic beverages,
regardless of quality or context. This creates a strategic opening
for the wine sector to recalibrate its narrative, shifting the focus from
quantity to quality and reinforcing wine’s connection to the concept
of “real food” promoted by the updated US guidelines. Talking
about territory, sustainable viticulture, tradition, and responsible
consumption becomes not only possible, but strategically necessary.
In an America seeking to bring real food back to the center of public
health policy, wine can reclaim a credible and coherent role—
not as a symbol of excess, but as a cultural, gastronomic, and social
product, fundamentally different from the ultra-processed goods
targeted by the new nutritional policies. The Dietary Guidelines for
Americans 2025–2030 do not absolve alcohol, but they do revise the
way it is discussed. Within this newly opened space, wine—if communicated
with intelligence and responsibility—can return to what
it has long represented in Mediterranean culture: a cultural food,
not a vice to be demonized.
For the wine world, this is not a revolution. But it is, undeniably, a
timely and valuable assist.
10

How Fine Wine Auctions Are
Evolving Worldwide
Angélique de Lencquesaing, co-founder of iDealwine, on changing demand,
emerging regions and international growth
Lionel Cuenca, Angélique de Lencquesaing and Cyrille Jomand, the founders of iDealwine
Photo: Antoine Martel
To gain insight into the current state of the rare wine market
and its prevailing trends, we spoke to iDealwine, in Paris.
Angélique, could you tell us what the main trends
among fine wine collectors were in 2025?
Like many other sectors, the wine industry has been strongly affected
by a fraught geo-political climate and financial uncertainty,
which has led both investors and consumers to adopt very cautious
spending behaviour.
Despite this, we – like other players in the sector – were pleasantly
surprised at the end of the year by a very busy month of December.
The world did not end after all, and it seems that people allowed
themselves to indulge a little, choosing fine wine to close the year.
That resulted in a December boost was, for us, a true Christmas gift.
At iDealwine, we closed the year with total turnover of €58m, which
includes €12m from our fixed-price, online wine merchant side
of business (Figures subject to confirmation, as they have not yet been
audited, editor's note).
As for auction market trends, in 2025 we observed a 9% decline in
the average price per bottle, but a 19% increase in the volume of
wine sold.
This suggests that buyers paid very close attention to wine prices:
there were fewer intense bidding wars, less determination to secure
that wine at any price, which had sometimes been the case in previous
years, particularly in 2022. That was the year when the market
peaked, when wine was viewed as an alternative investment and the
most iconic bottles seemed immune to any loss in value, consistently
achieving very high prices.
2025 was the year of price sensitivity. Auction bidders continue to
favour Burgundy, Bordeaux, the Rhône Valley and Champagne, as
well as wines originating from boutique production and very small
holdings. In recent years however, wine connoisseurs have broadened
their horizons beyond the traditional fine wine regions. Many
delight in discovering wine producers before they achieve widespread
recognition and subsequent soaring prices, before taking great
pride in introducing their ‘finds’ to like-minded friends. This has resulted
in some under-the-radar regions post very significant growth
in traded volumes.
For 2025, what is your assessment of historically prized
regions such as Bordeaux, Burgundy or Champagne?
The classic trio of Bordeaux, Burgundy and the Rhône Valley continues
to enjoy strong momentum in collectors’ cellars.
In 2025, Bordeaux remained the leading wine-producing region represented
at wine auctions. One in three bottles sold on iDealwine
was a Bordeaux Grand Cru (34%, representing more than 105,000
bottles scaled to a standard 75cl).
Burgundy ranked second, with an impressive volume of 82,000
bottles sold at auction in 2025, accounting for 27% of the total.
The Rhône Valley completes this classic trio with 11% of volume
sold, meaning that together these three regions account for 72% of
all auction sales.
There was a slight increase in the volume of Champagne sold at auction
(+4%), but most noticeably, a very strong rise in the total value
of bubbles sold: +21%. The average price of Champagne sold at auction
in 2025 reached €201, making it the second-highest average
price (for a region) after Burgundy (€212). This can be distilled into
a 16% increase in the average price for Champagne.
12

Photo: iDealwine
This is a very positive signal for the region, indicating not only that
Champagne is highly coveted by fine wine lovers worldwide, but
even more so in 2025.
Which lesser-known wine regions and appellations should
collectors keep an eye on at auction?
More and more wine is sold on the secondary market (+19% in one
year at iDealwine), with several regions outperforming this market
average. Such is the case for the Loire Valley, with sales up 20%
(18,000 bottles), Beaujolais (+48%, 4,500 bottles), and Corsica
(1,350 bottles). These developments, although affecting regions
with smaller overall volumes, clearly point to a trend and indicate a
direction that enthusiasts would do well to follow.
French wines continue to exert a unique power of attraction on collectors
worldwide (iDealwine has buyers in more than 60 countries).
Italian wines make up 50% of all non-French wine sold at auction on
iDealwine (thought non-French wine account for 6.5% of auction
volume currently). What’s particularly interesting with Italian wine
is that demand has completely bounced back from previous years
and then increased by a third! A total of 10,000 bottles were sold
at auction on iDealwine. Italian fine wine ranks sixth in demand at
auction, though is not split into sub regions. There is growing interest
and excitement for fine Italian wines, which can really be seen in
terms of sales generated, which increased by 37%. This was accompanied
by a 2% rise in the average price, which now stands at €96. In
a market where the average price overall declined by around 8%, this
performance clearly demonstrates the strong and growing appeal of
Italian wine for serious collectors.
Fine wine from Spain, the United States and Germany also featured
exciting options for collectors. A deep dive into the performance
of these wines is reserved for iDealwine’s annual Barometer report,
which will be published in the coming months.
iDealwine is once again hosting the prestigious Hospices
de Nuits-Saint-Georges charity auction, what are your
other plans for 2026?
Our plan for 2026 is to build on everything we achieved last year.
Hosting the Hospices de Nuits-Saint-Georges wine auction is not
only a worthy cause but a joyful return to the vineyard for us, in this
case, the beating heart of Burgundy. We will continue to raise awareness
for the auction, attract new buyers, build loyalty among existing
clients, and strengthen our ties with local wine merchants.
Our greatest challenge this year will be the United States. In 2025,
we opened our US office in a context that was far from favourable,
yet the decision proved highly relevant and we are very pleased with
the results. That said, our ambitions are much greater: we aim to go
further and achieve significantly stronger growth in this market.
Our next launch will be the Spanish-language version of our website,
our fifth language. We will roll out the red carpet for our growing
number of Spanish clients; Spain holds great potential for us. And if
the EU-Mercosur trade deal, which would be extremely favourable
for French wine exports, is ultimately ratified, our next step would
be into South American markets. Watch this space!
13
About iDealwine
Founded in 2000, iDealwine is the global online leader in fine wine
auctions and France’s no.1 wine auctioneer. With its headquarters
in Paris, and offices in Bordeaux, Beaune, New York, Hong Kong,
and Singapore, iDealwine is trusted by 650,000 wine lovers in 65+
countries for buying and selling wine. In addition to the rare wines
for sale at auction, iDealwine also offers a vast selection available at
fixed price, as an online wine merchant. This selection is continuously
growing, with wines sourced directly from a network of over
1,000 partner domains and a range of older vintages bought from
private cellars. iDealwine has also established a reputation for excellence
in wine market analysis, through its annual Barometer publication.
The data, drawn from 300,000 auctioned bottles, allows
iDealwine to identify trends almost as they happen. The Barometer
is an exhaustive guide to the most sought-after wines, top bids, and
fine wine trends, a must have for wine lovers, investors, and collectors.
This year’s edition will be published in spring 2026.

Brunello di Montalcino:
Welcome to the 2021 Vintage
A “fragrant”, “defined” and “vertical” vintage debuts
for Tuscany’s flagship wine
After a challenging year, Brunello di Montalcino closed 2025
with bottled volumes broadly in line with 2024. According
to Valoritalia data, 7.63 million bottles were bottled in
the first ten months of the year, compared to 7.69 million
in the same period of 2024. Beneath this numerical balance lies the
growing identity of the 2021 vintage, which entered the market on
January 1, 2026 and is already emerging as a Brunello defined by fragrance,
precision, and a distinctly vertical profile. The identity of the
new Brunello di Montalcino vintage was outlined through “Brunello
Forma”, the innovative vintage assessment
method developed by the Consorzio. Based
on qualitative and stylistic criteria that consider
the interaction between grape variety,
climate, and wine—as well as the territory’s
heterogeneity in terms of exposure, altitude,
and soils—the analysis shows that 2021
stands out for its floral and aromatic profile,
marked by precision and layered complexity.
An overall balanced vintage, in which aromatic
concentration, alcohol, and tannins
find a natural harmony, delivering an elegant depth that points to a
positive evolution over time. “With Brunello Forma, we introduced
a new way of interpreting vintages, moving beyond the traditional
star-rating system,” explains Giacomo Bartolommei, President of the
Consorzio del vino Brunello di Montalcino. “This year’s evaluation
describes a harmonious and elegant vintage, with significant aging
potential”. The study involved an international panel of eight Masters
of Wine: Gabriele Gorelli and Andrea Lonardi (Italy), Justin Knock
and Michelle Cherutti-Kowal (UK), Tone Veseth Furuholmen (Nor-
way), Sarah Heller (Hong Kong), Christophe Heynen (Belgium), and
Christy Canterbury (USA).
The 2021 vintage expresses a style of Brunello with a more pronounced
floral and aromatic profile, featuring notes of peach and crunchy
red cherry. Detailed and layered in character, it highlights the core
of the fruit and reflects a careful, precise approach to extraction,
confirming Brunello’s vibrant nature. Intriguing, pure, and ethereal,
it shows a distinctive spiciness that adds complexity, alongside hints
of Mediterranean scrub that enhance drinkability. The remarkable
balance of Brunello 2021—where aromatic
concentration, alcohol, and tannins interact
seamlessly—is closely linked to climatic
conditions. Despite an overall very dry season,
rainfall during the key Sangiovese months
( June, July, and August) was slightly above
average. Heatwaves were brief and never
excessive, resulting in savory, complete wines,
free from over-ripeness or tannic rigidity,
confirming a Brunello vintage defined by
elegance and finesse.
The 2021 is a distinctly vertical vintage—an uncommon tactile
attribute for a Brunello of such poise and graceful depth, true to the
heritage of Sangiovese. The structure is held in harmonious tension;
tannins display textures ranging from chalky to sandy, with linear
dynamism. A vintage that celebrates the diversity of territorial
character and winemaking styles within the denomination.
Expressive purity, vibrant juiciness, and an ethereal sense of volume
allow Brunello 2021 to unfold gracefully on the finish, revealing a
clear predisposition for long, positive aging.
14

The WineCouture International Curated Selection
ARGIANO
BRUNELLO DI MONTALCINO
DOCG 2021
BELPOGGIO
BRUNELLO DI MONTALCINO
DOCG 2021
From organically farmed vineyards on
marl and calcareous clay soils at 280–310
metres a.s.l. Harvested mid-September,
vinified in steel and cement, then aged
around 30 months in Slavonian and
French oak. Wide day–night temperature
swings delivered concentrated, pristine
fruit. A Brunello defined by energy and
precision, 14.5% abv.
A standout vintage, considered among
the finest of the past decade. Wines are
concentrated yet harmonious, with perfectly
balanced acidity and tannins. The
2021 combines classicism, depth and
elegance, expressing energy and finesse.
Limited production and outstanding
fruit quality underpin a long, graceful
ageing trajectory.
AMINTA
BRUNELLO DI MONTALCINO
DOCG 2021
SAN POLO
VIGNAVECCHIA
BRUNELLO DI MONTALCINO
DOCG 2020
Produced in the Castelnuovo dell’Abate
area from 100% Sangiovese, with
just 5,966 bottles released. Vineyards
at 395–415 metres a.s.l. on Pietraforte
and galestro soils. Aged two years in
oak and two in bottle. The nose reveals
ripe red fruit, florals, blood orange and
spice; the palate is juicy and vibrant,
with savoury tannins and a long finish.
From a single historic vineyard at 420
metres a.s.l. on stony, galestro-rich
soils. Fermented and aged in French
tonneaux for 30 months. Deep ruby
red, with aromas of ripe red fruits,
violet, forest floor and aromatic wood.
The palate is warm, dense and vertical,
with persistent length and a strong
aptitude for ageing.
ALTESINO
BRUNELLO DI MONTALCINO
DOCG RISERVA 2019
CANTINA DI MONTALCINO
4Q BRUNELLO DI MONTALCINO
DOCG RISERVA 2018
The quintessence of Brunello, crafted
from pure Sangiovese. Ruby red
shading into garnet, with an intense,
ethereal bouquet marked by ripe fruit.
The palate is austere yet captivating,
offering depth, breadth and imposing
structure. Aged a minimum of two
years in oak and six months in bottle, it
boasts a cellaring potential exceeding
20 years.
A selection of the finest lots from the
2018 vintage. Fermented in stainless
steel and aged for at least two years in
5,500-litre oak casks. Bright ruby red,
with aromas of blackberry, blueberry,
sour cherry and balsamic spice. The
palate is warm and full, structured,
complex and refined—designed for
milestone occasions.
15

Banfi, the Enduring
Icon of Brunello
Castello Banfi Brunello di Montalcino DOCG 2021,
to be released in January 2026
Photo: Eolo Perfido
In the landscape of great Italian wines, few names have contributed
so decisively to shaping the identity of a Denomination as
Banfi has with Brunello di Montalcino. More than forty years
after the inauguration of its winery, and with a new vintage set to
debut on the international market in January 2026, Banfi once again
demonstrates how production scale and iconic value can coexist without
compromise. Even when nearly half a million bottles are produced,
quality remains a non-negotiable principle.
From Italian-American roots to Montalcino:
a pioneering vision
Banfi’s story begins in 1978, when Italian-American brothers John
and Harry Mariani chose Montalcino as the ideal place to bring an
ambitious project to life: creating wines of excellence capable of
speaking to the world, starting from one of Italy’s most prestigious
territories. The collaboration with Ezio Rivella, one of Italy’s most
authoritative winemakers, quickly transformed those lands into a
hub of research, quality, and vision.
September 12, 1984, marked a watershed moment: the inauguration of
the Banfi winery, designed with the most advanced technologies of the
time and opened in the presence of the local community and institutions.
This was not merely the launch of a production facility, but the birth of
a model. From that moment on, Banfi became a benchmark for modern
oenology and a symbol of Made in Italy worldwide.
Banfi today: from Montalcino to the world
Today, Banfi is an international player led by Cristina Mariani-May,
third generation of the family and current President and CEO. The
Montalcino estate extends over 2,830 hectares in a single contiguous
property, one third of which is planted with vineyards, and is crowned
by the medieval Castello di Poggio alle Mura, meticulously restored
and transformed into the beating heart of a project that brings
together wine, culture, and high-end hospitality.
Castello Banfi is now a true multi-experience destination: the Il
Borgo hotel, the restaurants La Sala dei Grappoli (one Michelin
star) and La Taverna, the Enoteca, the Balsameria, and the Glass
Museum. Since 2019, the property has been part of the Relais &
Châteaux circuit, confirming Banfi’s pioneering role also in the
hospitality sector.
At the same time, the company has expanded its reach beyond
Montalcino, with vineyards in Piedmont, Bolgheri, the Maremma,
Chianti and Chianti Classico. 1,070 hectares under vine, wines
sold in over 100 countries, and an average production of 9.5 million
bottles: significant numbers supported by environmental, social, and
quality certifications that reflect a responsible and forward-looking
industrial approach.
Terroir is not enough: research, zoning, and innovation
Being Banfi means going beyond the traditional concept of terroir.
Since the 1980s, the company has invested in scientific vineyard
zoning and an extensive Sangiovese clonal selection program,
aimed at identifying the best interactions between genotype and
environment. This work led to the creation of iconic lines such as
Poggio alle Mura and, in 2007, to the Horizon vinification area.
Horizon represents Banfi’s technological core: a state-of-the-art
facility with hybrid tanks made of steel and French oak, designed to
enhance the identity of the grapes and the different estate terroirs.
Here, precise control of temperature and fermentation phases results
16

by 10–15%. The season then continued with a dry spring, a warm but
never extreme summer, and a breezy September—ideal conditions
for slow, complete Sangiovese ripening.
In the glass, the wine shows an intense ruby red color with subtle
garnet highlights. The aromatic profile is broad and refined: plum,
ripe cherry, and small red fruits are harmoniously integrated with
notes of licorice and pipe tobacco. On the palate, soft, finely polished
tannins interact with a vivid acidity, giving the wine a lively, deep,
and well-balanced structure. The finish is long, with remarkable
aging potential.
Aged for a minimum of two years—80% in large French oak casks
and 20% in barriques—this Brunello clearly expresses the Banfi
style: elegance, precision, and measured power. A wine conceived for
fine dining, yet equally suited as a meditation wine, capable of telling
the story of the time and place from which it originates.
in wines with silkier textures, polished tannins, and extraordinary
expressive clarity. It is tangible proof that innovation, when guided
by a clear vision, can become a tool for authenticity.
Castello Banfi Brunello di Montalcino DOCG 2021:
an icon that interprets time
The Castello Banfi Brunello di Montalcino DOCG 2021 is the
embodiment of this philosophy—a wine that represents the history
of the Denomination while expressing its ability to evolve.
The 2021 vintage was complex and selective. After a mild, dry winter,
a late frost on April 8 affected part of the vineyards, reducing yields
Nearly half a million bottles, one single standard:
excellence
Producing nearly half a million bottles of Brunello while preserving
the wine’s iconic value is a challenge Banfi meets every year with
method, investment, and vision. The Castello Banfi Brunello di
Montalcino DOCG 2021 is tangible proof: a Brunello that never
relinquishes its artisanal soul, even as it speaks the language of
international markets.
For buyers worldwide, Banfi represents a certainty: a brand that
has shaped the history of the Denomination and continues to do so,
vintage after vintage, with consistency, credibility, and a long-term
vision. From Montalcino to the world, without ever losing its sense of
origin — for a better wine world.
Photo: Eolo Perfido
Photo: Eolo Perfido
17

The Amarone
Equation
Why Valpolicella remains one of Italy’s most reliable
premium wine systems
In Valpolicella, value is not driven by a single variable, but by
a precise equation. Vineyard surface, grape composition, production
discipline, time and market positioning interact within
a calibrated system where complexity is intentional rather than
accidental. At the centre of this balance stands Amarone della Valpolicella
DOCG: not merely the denomination’s
most iconic wine, but its true economic
and strategic fulcrum.
Valpolicella is among the very few Italian
wine regions able to combine historical
depth with industrial relevance. In a market
environment shaped by selective demand
and sustained pressure on margins,
the Veronese appellation continues to operate
through a business model built on regulation,
brand equity and long-term vision,
with Amarone acting as the axis around
which the entire denomination rotates.
Numbers that define the
denomination
Today, Valpolicella counts more than 8,600
hectares under vine, a surface that expanded
steadily since the early 2000s and has
now stabilised, even as vineyard contraction
affects many Italian regions. Corvina
remains the backbone of the denomination,
accounting for over 55% of total plantings,
followed by Rondinella and Corvinone.
This varietal balance underpins stylistic
continuity while maintaining flexibility across the denomination’s
different wine categories.
Overall bottled production in 2024 once again confirmed Valpolicella
as a structured, multi-tier ecosystem rather than a mono-product
territory. Within this system, Amarone della Valpolicella DOCG
continues to represent the denomination’s economic and symbolic
engine, firmly positioned in the premium and super-premium segments
and generating a disproportionate share of overall value.
Markets: export remains central
Exports remain the backbone of Valpolicella’s business model. International
markets absorb the majority of bottled volumes, with
Europe and North America accounting for the largest share. Germany,
the United States, the United Kingdom, Switzerland and the
Nordic countries remain strategic destinations, while targeted opportunities
continue to emerge in East Asia.
Within this geography, Amarone plays a decisive role. Its positioning—high
intrinsic value, strong brand recognition and proven
ageing capacity—allows it to perform with greater stability than
entry-level categories during periods of market adjustment. For
international buyers, Amarone remains one of Italy’s most reliable
fine red wines in terms of rotation within premium on-trade environments
and specialised retail.
Amarone: pillar of value and identity
More than a flagship wine, Amarone represents the structural anchor
of Valpolicella’s global perception. Its production model, built
around extended appassimento, long ageing cycles and significant
capital commitment, naturally limits supply while reinforcing its
premium credentials.
From a business standpoint, Amarone has
demonstrated a higher capacity to absorb
cost inflation compared to other categories,
supported by stronger average price points
and a consumer base driven by authenticity,
origin and collectability rather than shortterm
trends. For producers and importers
alike, it remains a cornerstone for the construction
of stable, high-end wine portfolios.
The 2025 harvest: balance over volume
Early indications for the 2025 vintage point
to a season marked by climatic variability,
managed through increasingly precise viticultural
practices. Budbreak and vegetative
growth progressed regularly, while
summer heat episodes were mitigated by
adequate water reserves in key production
areas. The harvest is expected to deliver
balanced grapes with solid phenolic potential,
particularly for Corvina destined for
appassimento.
While definitive volumes will depend on
post-harvest selection, the overall outlook
favours quality consistency rather than volume expansion. This
trajectory aligns closely with Valpolicella’s value-driven long-term
strategy, especially within the Amarone segment.
Amarone vintages: benchmarks since 1983
For the trade, vintage differentiation remains central to Amarone’s
positioning. From 1983 to today, certain years continue to shape
purchasing strategies, secondary market activity and vertical programmes.
Historic vintages such as 1983, 1990 and 1997 laid the
foundations of Amarone’s modern identity, while 2001, 2004 and
2008 are recognised for balance and ageing precision. More recent
benchmarks—2010, 2013 and 2015—are now considered contemporary
classics, with 2016 and 2019 ranking among the most
sought-after vintages for both trade and collectors.
A denomination built for the long term
As Valpolicella moves into the second half of the decade, its positioning
appears clearly defined: diversified in style, disciplined in
supply and anchored by one of Italy’s most recognisable fine wines.
Amarone della Valpolicella DOCG remains the denomination’s
strategic asset—capable of bridging tradition and modern market
dynamics, while offering international buyers a rare combination
of identity, predictability, consistency and premium appeal.
18

The WineCouture International Curated Selection
ALLEGRINI
AMARONE DELLA VALPOLICELLA
CLASSICO DOCG 2021
DE BURIS
AMARONE DELLA VALPOLICELLA
CLASSICO DOCG
RISERVA 2013
Produced from Corvina, Corvinone,
Rondinella and Oseleta grown at
450–520 metres a.s.l. on well-drained
calcareous soils. Appassimento results in
up to 45% weight loss, followed by ageing
for a minimum of 18 months in barriques
and extended bottle maturation. Intense
and complex, with dark fruit, spice and
Mediterranean herbal notes, supported
by structure and balance.
A selection from the La Groletta vineyard
on clay-limestone soils with south-west
exposure. Grapes undergo approximately
110 days of appassimento, followed by
five years of ageing in Slavonian oak
casks. A vintage of finesse and balance,
offering ripe cherry, plum, spice and
balsamic nuances. Structured yet vibrant,
with a long finish and strong ageing
potential.
MASI
COSTASERA LUNAR NEW YEAR
OF THE HORSE
AMARONE DELLA VALPOLICELLA
CLASSICO DOCG 2020
A special edition created to celebrate
the Lunar New Year of the Horse. Made
from Corvina, Rondinella and Molinara,
using Masi’s historic appassimento
expertise. Deep ruby in colour, with
aromas of stewed fruit, plum, cherry and
sweet spices. The palate is structured
yet harmonious, with soft tannins and a
persistent finish. Ageing potential of up
to 30–35 years.
PASQUA WINES
MAI DIRE MAI
AMARONE DELLA VALPOLICELLA
DOCG 2015
An iconic expression from the Pasqua
family, sourced from the Montevegro
vineyard at 350 metres a.s.l. on claylimestone
soils. Three months of
appassimento, extended fermentation
and 24 months’ ageing in new French
oak. A powerful and complex vintage,
marked by ripe fruit, spice and medicinal
herb notes, with a rich, deep and firmly
tannic palate.
SANTI
SANTICO
AMARONE DELLA VALPOLICELLA
DOCG 2020
TINAZZI | CA’ DE ROCCHI
LA BASTÌA
AMARONE DELLA VALPOLICELLA
DOCG 2022
Produced from Corvina, Rondinella and Corvinone
grown on selected hillside vineyards
between Grezzana and Illasi, at 150–300
metres a.s.l. on marl-limestone soils. Hand-selected
grapes are dried for over three months,
followed by cold maceration and extended
fermentation. Aged 30 months in oak and 6
months in bottle. Deep red in colour, with
notes of cherry jam, blueberry, plum and cocoa.
The palate is full-bodied yet fresh, with
velvety tannins and a long, savoury finish.
From hillside vineyards at 150–300
metres a.s.l., with a predominance of
Corvina and Corvinone. Appassimento
extends until December, followed by
ageing in French and American oak
casks. Deep red with garnet hues,
offering aromas of plum and sour cherry
with balsamic and spicy notes. The palate
is broad, structured and well balanced.
19

Italian Sparkling Wines Break
the Billion-Bottle Mark
Production growth and CSWWC 2025 results confirm the global momentum
of Italy’s sparkling wines
Italy’s sparkling wine sector closed 2025 by surpassing the symbolic
threshold of one billion bottles, reaching a total of 1.03 billion bottles
produced and marketed. Of these, more than 360 million were
destined for year-end celebrations. Overall, the result represents a
1.8% increase compared to the 2024 production record, with volumes
nearly tripling over the past 15
years. This performance appears
even more significant when
viewed against an increasingly
complex international market
environment, particularly in
the second half of the year.
According to the year-end
analysis by the Uiv–Ismea
Observatory, domestic demand
proved to be the primary
growth driver in 2025,
with Italian consumption of
sparkling wines up 5% compared
to 2024. In contrast,
imports of foreign sparkling
wines into Italy declined by
8%, while exports of Italian
sparkling wines closed the
year broadly flat — highlighting
the stabilizing role of
the domestic market.
Within the so-called “Prosecco
Galaxy,” Conegliano Valdobbiadene
stood out, closing
2025 with growth of 10%. The
Classic Method segment also
delivered strong results, from
leading appellations such as
Franciacorta and Trentodoc
to smaller, high-quality productions
in Oltrepò Pavese and Alta Langa. In the United States — the
world’s leading market for Italian wine — Italian sparkling wines have
now become the most consumed Italian category, accounting for 37%
of total volume, ahead of still whites (36%) and reds (17%).
Against this backdrop, the overall health of Italy’s sparkling wine sector
was further confirmed by the 2025 edition of the Champagne &
Sparkling Wine World Championships (CSWWC), which once again
positioned Italy as a leading global player. Italian producers distinguished
themselves across nearly all of the competition’s most prestigious
categories, earning awards and medals that underscored the quality,
diversity and strong territorial identity of the country’s sparkling wine
denominations. From the Alpine vineyards of Trentino to the coastal
landscapes of Sicily, Italian labels showcased the vitality of both the
Classic Method and Charmat Method styles.
The competition’s top honor, Sparkling Wine Producer of the Year,
was once again awarded to Ferrari Trento, an undisputed icon of Italian
Classic Method sparkling wine. Ferrari Trento also dominated
among the World Champions, winning World Champion Blanc de
Blancs with Ferrari Trento NV Brut Magnum and World Champion
Library Vintage with the iconic Giulio Ferrari Riserva del Fondatore
2004 Magnum — further confirming the winery’s ability to combine
elegance and longevity at the highest international level.
Franciacorta reaffirmed its
role as one of the driving
forces of Italian excellence.
Guido Berlucchi claimed the
title of World Champion Brut
Non-Vintage with Berlucchi
’61 Extra Brut Magnum, while
Freccianera received the
awards for Best Italian Sparkling
Wine and Best Franciacorta
with its Brut 2018
Magnum, reinforcing the denomination’s
reputation for
consistency and precision.
Trentino-Alto Adige also
achieved significant recognition,
with Kettmeir named
World Champion Brut
Nature and Best Alto Adige
Sparkling Wine for its Pas
Dosé 2018 Magnum — a
result that highlights the purity
and mineral-driven style
of the region’s sparkling
wines. Sustainability emerged
as another key theme,
with Terre d’Aenòr winning
World Champion Organic
Sparkling Wine for its Brut
NV Magnum, reflecting the
growing importance of organic
production in the premium sparkling segment.
Among the other standout results, Cantine Lombardini was awarded
World Champion Sparkling Red Wine and Best Lambrusco for its
1925 2024, bringing renewed international attention to Lambrusco
as a serious, competitive category. Excellence was spread across the
entire peninsula, with awards recognizing top sparkling wines from
Abruzzo, Piedmont, Campania, Sicily, Lombardy, Veneto and Trentino—underscoring
the extraordinary geographic and stylistic diversity
of Italy’s sparkling wine landscape.
Overall, Italian wineries collected more than 200 medals at
CSWWC 2025, including over 70 golds, placing Italy among the
world’s most awarded nations alongside France and the United Kingdom.
The results portray a mature and dynamic sparkling wine
system—one capable of competing consistently at the highest level
while continuing to evolve. From Trentino to Sicily, Italy’s sparkling
wines confirm their position as one of the most diverse and compelling
expressions on the global stage.
20

The WineCouture International Curated Selection
FRECCIANERA
EXTRA BRUT MILLESIMATO
2021 FRANCIACORTA DOCG
MURATORI
FRANCIACORTA DOCG
BRUT
A vintage blend of Chardonnay, Pinot
Noir and Pinot Blanc from morainic
vineyards at 250 m a.s.l., aged a
minimum of 30 months on the lees. Fresh
and elegant, with pronounced minerality,
citrus notes of bergamot and chinotto,
and refined toasted nuances. Fine,
persistent perlage and a rich, savoury
structure. Perfect pairing: linguine,
clams and mullet roe.
A representative assemblage drawn
from the estate’s six Vocational Units,
sourced from vineyards over 20 years
old. Chardonnay-led, with Pinot Noir
and Pinot Blanc, aged on the lees
for more than 18 months. Fresh and
floral, with citrus and vegetal notes,
balancing immediacy and structure in
a clearly territorial style. Perfect as an
aperitif, it pairs well with vegetablebased
dishes.
BERLUCCHI
FRANCIACORTA DOCG
RISERVA FRANCO ZILIANI
2011
OLTRENERO
96 MESI 2013
OLTREPÒ PAVESE DOCG
100% Chardonnay from the highdensity
Arzelle vineyard, vinified
exclusively from first-press juice.
Partial ageing in barrique and over
10 years on the lees, non-dosage.
Exceptionally fine mousse, aromas of
yellow fruit, acacia and candied cedar.
Structured, savoury and remarkably
long-lived.
Classic Method sparkling wine from
100% Pinot Noir, produced only in top
vintages and aged on the lees for over 96
months. Complex aromas of bread crust,
red berries, citrus and floral notes. The
palate is ample, fresh and savoury, with
subtle toasty nuances and notable ageing
potential.
ALBINO ARMANI
TRENTO DOC BRUT
CEMBRA
ORO ROSSO RISERVA
DOSAGE ZERO
TRENTODOC 2019
Classic Method sparkling wine from
Chardonnay grown in Trentino on lean,
stony soils, aged on the lees for at least
24 months. Bright colour and refined
aromas of pastry, orange blossom and
citrus zest. On the palate it is balanced,
fresh and savoury, offering versatility
and immediate appeal.
High-altitude Chardonnay from Val
di Cembra vineyards at 600–750 m
a.s.l., rooted in porphyry-rich soils.
Aged in bottle for a minimum of
48 months. Fine, persistent perlage
with notes of ripe yellow fruit, barley
and pastry. The palate stands out
for its verticality, minerality and
pronounced savoury drive.
21

The WineCouture International Curated Selection
CAVE MONT BLANC
GLACIER VALLÉE D’AOSTE DOC
BLANC DE MORGEX
ET DE LA SALLE
METODO CLASSICO PAS DOSÉ
Classic Method Pas Dosé sparkling wine
from 100% Prié Blanc, ungrafted vines
grown at 900–1,200 metres a.s.l. in Valle
d’Aosta. First fermentation in large-format
wood and stainless steel, followed by
traditional bottle fermentation and 30
months on the lees. Pale straw-yellow with
greenish hues and a fine, persistent bead.
Notes of apple and mineral tones; the palate
is dry, precise and distinctly alpine.
CADGAL
ASTI SPUMANTE DOCG
Produced from Moscato Bianco grown
at 400 m a.s.l. on white marls and blue
clay soils. Soft pressing and Charmatmethod
fermentation in stainless steel,
reaching 7% abv. Pale straw-yellow with
golden hues, featuring a lively, persistent
perlage. Aromas of elderflower, musk
and peach, with citrus and sage notes on
the finish.
MONTELVINI
SERENITATIS FM333 ASOLO
PROSECCO SUPERIORE
DOCG BRUT MILLESIMATO
TENUTA STELLA
RIBOLLA GIALLA METODO
CLASSICO PAS DOSÉ 2020
Made from Glera sourced from a single
vineyard at 333 m a.s.l. on the Montello
hill, with marl- and iron-rich soils.
Produced as a “sparkling wine from
must” through a single fermentation
in autoclave. Bright yellow with a very
fine perlage, showing Golden apple,
Williams pear and floral notes, with a
mineral, intense palate.
Classic Method sparkling wine from 100%
Ribolla Gialla grown on marl and sandstone
soils, with south-east exposure at 230 m a.s.l.
Fermented with indigenous yeasts and aged
in stainless steel, followed by around 36
months of bottle ageing on the lees. Fine,
elegant perlage with fresh aromas of apple,
white peach and hazelnut, enhanced by
mineral notes. The palate is crisp and
citrus-driven, offering refined structure
and pronounced salinity.
ZORZETTIG
OPTIMUM 2024 RIBOLLA
GIALLA BRUT
VELENOSI
GRAND CUVÉE GOLD METODO
CLASSICO
Vintage Charmat-method sparkling wine
from 100% Ribolla Gialla grown on
Ponca soils in the eastern Friuli hills.
Early harvesting, followed by around
five months on the lees and brief bottle
ageing. Fine, persistent bubbles with
aromas of white peach, yellow kiwi and
dandelion flowers. Fresh, precise and
well balanced.
Classic Method sparkling wine from 70%
Chardonnay and 30% Pinot Noir, sourced
from estate-owned vineyards in Ascoli
Piceno. Aged on the lees for 10 years.
Bright golden colour with a fine, elegant
and persistent perlage. The nose is intense
and complex, with white and yellow
flowers, ripe and tropical fruit, acacia,
aromatic herbs and subtle spice. The
palate is silky, balanced and long-lasting.
22

The WineCouture International Curated Selection
SELLA & MOSCA
OSCARÌ ALGHERO TORBATO
SPUMANTE BRUT
METODO CLASSICO DOC
FÈLSINA
SPUMANTE BRUT S.T.
10 ANNI
METODO CLASSICO
Classic Method sparkling wine from
Torbato grapes, hand-harvested at the
end of August and fermented in stainless
steel. Bottle re-fermentation followed
by extended ageing on the lees. Floral,
fresh profile with crisp texture and
pronounced salinity. Versatile in style,
with a clear potential for ageing.
A blend of Sangiovese, Pinot Noir
and Chardonnay from Castelnuovo
Berardenga. Aged on the lees for 10
years with late disgorgement and
no dosage. Bright straw-yellow with
fine perlage. The nose is intense with
floral, dried fruit and pastry notes.
Dry, savoury and well balanced on the
palate, with long persistence.
LUNGAROTTI
TENUTA DI TORGIANO
BRUT
METODO CLASSICO 2019
LEONE DE CASTRIS
FIVE ROSES
METODO CLASSICO BRUT
ROSÉ NEGROAMARO 2021
Vintage Classic Method sparkling wine
from Chardonnay and Pinot Noir, aged
48 months on the lees and finished
with a 5 g/L dosage. Pale straw-yellow
with a fine, persistent perlage. Aromas
of almond, hazelnut and bread crust.
The palate is rounded and fresh, with
good structure and a clean citrus
finish.
Vintage rosé made from Negroamaro,
vinified with brief cold maceration
and Classic Method re-fermentation.
Aged around 30 months on the lees.
Delicate pale pink hue, fine and
persistent perlage. The nose shows
rose petal aromas; the palate is
smooth, elegant and fresh.
PALMENTO COSTANZO
ETNA DOC METODO
CLASSICO BRUT 2023
PRINCIPI DI BUTERA
NERO D’AVOLA PAS DOSÉ
SICILIA DOC
METODO CLASSICO 2019
Classic Method sparkling wine from
100% Nerello Mascalese grown on
volcanic soils on Etna’s north slope,
from vines up to 100 years old. Soft
whole-bunch pressing, fermentation
in stainless steel with indigenous
yeasts, followed by 20 months on the
lees. Fresh and creamy, with white
fruit, dried fruit and brioche notes.
Blanc de Noirs from 100% Nero d’Avola,
the estate’s first Pas Dosé Classic
Method. Hand-harvested grapes and
24 months of ageing on the lees. Fine
perlage with aromas of citrus, peach and
almond. The palate delivers marked
minerality, crisp texture and long
persistence.
23

Beyond Prosecco:
Serena Wines 1881 Goes Global
2025 results confirm growth trajectory
and set the stage for innovation in 2026
Serena Wines 1881 closes 2025 with results that confirm a solid
and progressive growth trajectory, supported by positive
performances both in value and in volume, alongside a clear
acceleration in several strategic international markets. Led by
CEO Luca Serena, fifth generation of the founding family, the company
reports a total turnover of €114 million,
up 3% compared to the previous year, with
net revenues amounting to €109 million.
Volume growth proves even more dynamic.
In 2025, Serena Wines 1881 reached
a total of 456,780 hectoliters, marking a
+7.6% increase year-on-year — an indicator
of strong distribution performance and
growing market penetration.
The 0.75 l bottle and the strategic
role of kegs
At the heart of this expansion lies the 0.75-liter
bottle format, once again confirming its
role as the company’s main growth driver.
During the year, Serena Wines 1881 sold
31.7 million 0.75-liter bottles, up from 30.1
million in 2024, with an increase of 1.6 million
bottles.
Alongside glass, the keg segment continues to gain strategic importance,
particularly for selected markets and the Horeca channel. In 2025,
Serena Wines 1881 recorded 158,505 hectoliters in this category, reinforcing
its long-standing leadership in kegged wine solutions and its
role as a reference producer for on-trade distribution.
The company: a family-owned Prosecco leader rooted in
Conegliano
Founded in 1881 by Pietro Serena and still family-owned today, Serena
Wines 1881 is headquartered in Conegliano, at the heart of the
Prosecco production area. Now led by Luca Serena, who joined the
company in 2004 and has driven its international
expansion, the winery combines
more than 140 years of heritage with an industrial-scale
operation and a strong export
orientation. Today, exports account for
approximately 56% of total turnover, with
wines distributed in over 60 countries. Serena
Wines 1881 ranks among the top five
producers of Prosecco DOC and is widely
recognized as a market leader in the keg segment,
a category it pioneered as early as the
late 1980s to serve the Horeca channel with
flexible, high-quality solutions.
Brand performance: Costaross leads,
Serena 1881 becomes the strategic
focus
From a brand perspective, Costaross emerged
as the strongest performer in 2025, driven
primarily by growth in Russia and France, where the brand has
secured stable placement across major retail chains.
At the same time, management has identified Serena 1881 as the
central strategic brand for future development. With an increase of
200,000 bottles in 2025, Serena 1881 is positioned as the main pla-
24

tform for evolving brand positioning, visibility, and perceived quality
through targeted communication strategies starting in 2026.
Markets: consolidation in Europe and momentum in
emerging regions
Internationally, Serena Wines 1881 continues to rely on the strength
of its historic European markets while accelerating in emerging
regions. Germany remains a core and stable market, supported by
keg-driven growth, while the United Kingdom and Croatia also posted
positive results with Serena 1881.
Among more recently developed markets, Russia stands out for
its rapid expansion, while France continues to grow on significant
volumes. Kazakhstan and Turkey also recorded encouraging performances.
In parallel, 2025 marked the opening of new markets
— including Thailand, Armenia, Georgia, and South Africa — described
as a foundational phase for future expansion.
No and low-alcohol wines: a strategic investment for
future growth
One of the most strategic areas of investment for Serena Wines
1881 is the no and low-alcohol segment, viewed as a central pillar of
future growth, particularly in relation to Asian markets.
The project includes both a 0.0 alcohol grape-based beverage, which
exceeded 60,000 bottles sold in 2025, and the launch of the company’s
first dealcoholized wine, scheduled for presentation in 2026.
Early interest has already translated into significant orders, notably
from Poland and the United Kingdom, with a forecast of reaching
500,000 bottles of 0.0 products in 2026.
2026 outlook: innovation, branding and geographic
expansion
Looking ahead, 2026 is positioned as a year of strategic evolution. Key
launches planned for Wine Paris include the debut of the dealcoholized
wine and an innovative Limoncello Spritz in a one-way keg format.
From a branding perspective, Serena Wines 1881 will strengthen the
Serena 1881 label through the “Quality Times” concept, supported by
a new visual identity and dedicated trade materials. Geographic priorities
include Africa, Asia — particularly South Korea and Japan — and
the Americas, with a renewed focus on the United States and opportunities
in South America.
25

Conegliano Valdobbiadene
Prosecco DOCG Moves Forward
At 98 million bottles, the denomination reinforces in 2025 its premium positioning
and global appeal
Photo: Arcangelo Piai
Conegliano Valdobbiadene Prosecco DOCG closed 2025
with record results, reaching 98 million bottles and posting
an 8% increase compared to 2024. The figures underline
the solidity of the Denomination and its ability to
consistently express the value of a territory recognized as a UNESCO
World Heritage Site.
“The results we achieved in 2025 are the outcome of a long-term
path built around territory, people and quality,” says Franco Adami,
President of the Consorzio di Tutela Conegliano Valdobbiadene
Prosecco DOCG.
Throughout the year, the Denomination focused strongly on education
and trade engagement, organizing more than 100 masterclasses
in Italy and abroad, primarily aimed at wine professionals, to deepen
understanding of Conegliano Valdobbiadene Prosecco Superiore
DOCG. At the same time, the Consorzio renewed a series of high-profile
cultural partnerships, from the Venice Film Festival—where it served
as the official sparkling wine—to the Premio Campiello Giovani,
through the “Trame di Vite” project linking literature and viticulture.
International activity continued to intensify, with events held across
eight countries and 17 cities, including Germany, the United Kingdom,
Switzerland, France, Poland, Sweden, the United States and Japan.
In the US, Conegliano Valdobbiadene featured in a series of masterclasses
spanning from Florida to California. The Denomination
was also present at major international trade fairs, from Wine Paris
and ProWein to the London Wine Fair, the inaugural Vinitaly USA in
Chicago, and Expovina in Zurich.
Looking ahead, the Consorzio will continue to invest in targeted
communication designed to highlight the Denomination’s distinctive
identity: its history, production method, heroic “Rive” vineyards and
UNESCO core zone. Strategic priorities include strengthening relationships
with institutions such as PRIS and CERVIM, alongside a
growing focus on extra-European markets, particularly South America.
The year 2026 is set to be a strategic phase for consolidating Conegliano
Valdobbiadene Prosecco Superiore DOCG across global mar-
26

kets. A dense calendar of trade activities has been defined, aimed at
reinforcing historic markets while stimulating high-potential ones.
The Consorzio will participate in major international fairs with institutional
stands, collectively showcasing around 50 producers from
the Denomination.
The trade season opens at Wine Paris (February 9–11), in a French
market showing strong momentum: imports reached 628,988 bottles,
marking a 44.9% increase compared to 2016. Germany remains the leading
export market, with 7.7 million bottles and long-term growth of
43.2%, while the United Kingdom confirms its role as the second-largest
foreign market. Beyond Europe, activity will intensify in the United
States, now the fifth export market with over 3.6 million bottles
and long-term value growth of 32.6%, highlighted by participation in
the Food & Wine Classic in Aspen.
From a production perspective, the 2025 harvest proved promising.
Vineyard management and harvest timing were decisive in a season
marked by variable climatic conditions. Cooler temperatures during
veraison supported aromatic development, while growers acted
promptly to preserve balance and freshness. Glera once again shows
lower sugar levels, translating into wines with moderate alcohol content—aligned
with both tradition and evolving consumer preferences—while
retaining the elegance and vibrancy that define Conegliano
Valdobbiadene Prosecco Superiore DOCG.
LE MANZANE
SPRINGO BLACK CONEGLIANO
PROSECCO SUPERIORE DOCG
RIVE DI RUA BRUT
Springo Black Le Manzane represents the most refined, sitedriven
expression of the Springo project, developed by Le
Manzane in one of the most distinctive areas of Conegliano
Valdobbiadene: the Rive di Rua. Created through the recovery
of a historic hillside vineyard, this Brut positions itself as a
precision-focused sparkling wine where heritage, sustainability
and a contemporary vision converge.
Produced exclusively from 100% Glera sourced from a
single, steeply sloped vineyard characterised by mineralrich
clay soils, Springo Black is conceived to highlight
structure, tension and a clear sense of place. Winemaking is
based solely on free-run must, with temperature-controlled
fermentations and extended lees ageing, enhancing depth
while preserving finesse, clarity and varietal integrity.
In the glass, it displays a bright straw-yellow colour with a
fine, persistent perlage. The aromatic profile is distinctly
mineral and floral, layered with subtle yeasty nuances and
delicate hints of bread crust. The palate is firm and sapid,
defined by precision and balance, and closes with a long,
fresh finish marked by herbal notes and a clean, linear
progression.
With a strictly limited production of just 11,930 bottles,
Springo Black Le Manzane positions itself as a niche, highvalue
Prosecco Superiore Rive, crafted for international
markets seeking authenticity, site specificity and a
premium interpretation of Conegliano Valdobbiadene’s
most demanding vineyards.
Photo: Arcangelo Piai
27

The WineCouture International Curated Selection
MASOTTINA
R.D.O. PONENTE 2024
PROSECCO SUPERIORE
DOCG BRUT
Single-vineyard Prosecco Superiore DOCG
from south-west facing slopes in the Rive
di Ogliano. Hand-harvested and vinified
in white; secondary fermentation in
autoclave followed by around 120 days
on the lees. Bright straw yellow, with
a complex bouquet of citrus, fruit and
floral notes. Long, well-balanced finish.
RUGGERI
CARTIZZE DRY
VALDOBBIADENE
SUPERIORE DI CARTIZZE
DOCG MILLESIMATO
Produced from Glera grapes grown in the
most prized areas of the Cartizze hills
between Valdobbiadene and Conegliano.
Temperature-controlled vinification
and slow secondary fermentation in
large vessels. Pale straw yellow with
fine, continuous perlage. Aromas of ripe
fruit and wisteria flowers; the palate is
harmonious, gently sweet and persistent,
with a full, fruity finish.
VILLA SANDI
LA RIVETTA 120
VALDOBBIADENE PROSECCO
SUPERIORE DOCG
EXTRA BRUT
From highly exposed hillside vineyards
in Valdobbiadene, on calcareous and marl
soils. Harvested in early September and
fermented at controlled temperatures,
followed by 120 days on fine lees. Bright
straw yellow with fine perlage; notes of
Granny Smith apple, wisteria and acacia.
Fresh, vibrant and highly drinkable.
VALDO
ELEVÀNTUM CARTIZZE
VALDOBBIADENE
SUPERIORE DI CARTIZZE
DOCG DRY
A pure and authentic expression of the
Cartizze area and its premium Glera
grapes. Produced using the Charmat
Method with extended maturation in
bottle. Bright yellow with an elegant
perlage. Refined and pleasantly off-dry
in style, showing balance between
aromatic intensity and softness.
COL VETORAZ
VALDOBBIADENE DOCG
BRUT COSTE DI LEVANTE
Selection of Glera grapes from steep
vineyards with eastern exposure.
White vinification with gentle pressing,
followed by secondary fermentation in
large vessels using the Charmat Method.
Fine, persistent perlage with floral and
fruit-driven aromas of white peach,
pear and apple. Dry, savoury and well
balanced on the palate.
MIONETTO
LUXURY COLLECTION
VALDOBBIADENE
PROSECCO SUPERIORE
DOCG EXTRA DRY
Crafted from Glera grown on the historic
hills of Valdobbiadene. Hand-harvested
grapes undergo gentle pressing, with first
fermentation in stainless steel followed
by Charmat-method sparkling. Bright
straw yellow with a fine, persistent perlage.
The bouquet is floral with delicate
notes of apple, pear and citrus. On the
palate it is fresh, dry and perfectly balanced,
reflecting Mionetto’s long-standing
winemaking tradition.
28

Asti DOCG 2025: Export-Led,
Quality‐Driven, Future‐Ready
Global demand, disciplined supply and innovation keep Asti Spumante and
Moscato d’Asti competitive — and margin‐positive — across channels
In 2025, Asti DOCG confirmed its export‐led trajectory. For the
festive season alone, the Consortium prepared over 25 million bottles
of Asti Spumante and Moscato d’Asti, with about 22.5 million
bound for more than 100 international markets — clear evidence
that the denomination’s momentum lies abroad. From New York to
Seoul, from London to Singapore, these aromatic
sparklers remain the benchmark for festive
occasions while opening new consumption
opportunities for trade partners. “Our
bubbles have accompanied family moments
around the world for nearly a century,” notes
Stefano Ricagno, President of the Asti DOCG
Consortium. “Today, their international reach
is stronger than ever.”
The year closes at ~85 million bottles, a
modest –4% year‐on‐year, offset by a +6%
rebound in Q4 led by Moscato d’Asti.
For buyers, the signal is resilient demand
where low‐alcohol versatility (5–12% ABV) supports mixology and
all‐meal pairings — on‐trend in contemporary Asian cuisines and
premium casual dining. “Asti Spumante and Moscato d’Asti are naturally
low in alcohol and adaptable by the glass,” says Ricagno. “That
flexibility sustains relevance across channels and formats.”
There are wines that smell of tradition and others that speak of place; Asti
DOCG achieves both, telling its land’s story even before it is poured.
It is born on hills seemingly drawn for vines — Langhe, Roero, and
Monferrato — an intricate patchwork shaped by human hands and
recognized by UNESCO in 2014 as Italy’s first vineyard‐landscape
World Heritage site. Here, across 51 communes in the provinces of
Asti, Alessandria, and Cuneo, Moscato Bianco finds its ideal cradle:
10,000 hectares of vineyards, some so steep — the celebrated sorì —
that they still require solely manual work. From this most refined of
muscats arises the denomination’s dual soul: Moscato d’Asti, lightly
sparkling, low in alcohol and gently sweet — immediate pleasure
and convivial style; and Asti Spumante, Italy’s emblematic aromatic
sparkling, with fine, persistent perlage, floral‐citrus lift, and a balance
of freshness and natural sweetness suited to the toast and to
everyday elegance. Moscato Bianco is an aromatic promise — the
voice of the territory — evoking wisteria and linden blossom, ripe
peach and apricot, and a whisper of orange, honey, and wild herbs.
Quality underpinned the 2025 harvest:
regular ripening, healthy fruit, firm acidity,
balanced sugars, and a vibrant aromatic
profile for Moscato Bianco. On volumes,
the Consortium opted for discipline, reducing
permitted yields from 100 to 90 quintals
per hectare, with 5 quintals allocated
to storage through March 2026, allowing
limited overruns to be claimed as aromatic
white must while redirecting further excess
to non‐wine uses. “The international context
demands careful supply management,”
stresses Ricagno. “Our goal is to harmonize
production potential, control volumes, and ensure sustainable
growth — protecting pricing, value, and market stability.”
Innovation complements discipline. Asti DOCG has launched its
first Piwi trials on disease‐resistant aromatic varieties in Piedmont, in
partnership with the Umberto I Institute of Alba. Muscaris and other
candidates will be evaluated alongside Moscato Bianco with multi‐year
monitoring of phenology, productivity, and disease resistance, using
standardized white‐vinification protocols to assess sensory integrity.
“Climate change compels us to rethink viticulture,” adds Ricagno.
“Research is how we future‐proof quality and typicity while improving
environmental performance.”
For international buyers, the takeaway is a denomination balancing scale
with selectivity: sustained export pull, disciplined supply, high harvest
standards, and credible innovation. Entering 2026, Asti DOCG retains a
dual advantage — iconic holiday relevance and year‐round utility — positioning
Asti Spumante and Moscato d’Asti as reliable, margin‐positive,
growth‐aligned options across premium retail and the on‐trade.
29

Alta Langa DOCG
Gains Ground
Double-digit growth in 2025 confirms the denomination’s premium positioning
and long-term momentum
The Alta Langa DOCG closed 2025 on a positive note, further
cementing its role as a benchmark for Italy’s Metodo
Classico sparkling wines. Sales rose by more than 10%
compared to 2024, surpassing the threshold of 2 million
bottles bearing the denomination seal. Vineyard surface now reaches
500 hectares, while
bottles potentially eligible
for Alta Langa DOCG status
total 3.5 million—figures
that underscore the steady,
structured growth of Piedmont’s
“high-altitude bubbles”
and confirm the denomination’s
increasingly solid
premium positioning.
The year opened with the
launch of Alta Langa Academy,
an online platform
dedicated to the history,
territory and identity of the
denomination. Developed
through in-depth technical
and cultural research, the
initiative is designed for
both wine professionals and
enthusiasts, strengthening
the Consorzio’s communication
strategy and reinforcing
a knowledge-driven
approach within the trade.
Throughout 2025, Alta Langa took centre stage at a series of high-profile
events. From Slow Wine Fair in Bologna to the Prima
dell’Alta Langa at Nuvola Lavazza in Turin — featuring 82 producers
and more than 20,000 tastings — the denomination consolidated
its visibility at home.
On that occasion, Alta Langa was named Piedmont’s Wine of the
Year 2025, a recognition that further elevated its standing. Internationally,
the denomination appeared at Expo 2025 in Osaka,
Vinitaly and the City in Calabria, Cheese in Bra, Artissima
in Turin, Golosaria in Milan, and Dolce Vita at Villa Ephrussi de
Rothschild on the French Riviera. Strong feedback also marked
the second edition of Alta Langa Roma, with 34 wineries and the
unveiling of the “Onde” installation, a narrative symbol of the territory.
During the year, the Consorzio also strengthened its ties with the
worlds of design and gastronomy. At Milan’s Fuorisalone, it presented
the Terra glass and the Alta Langa Frappeuse, developed in
collaboration with Italdesign. Long-standing partnerships were
renewed with the Teatro Regio in Turin and with the International
White Truffle Fair of Alba, where Alta Langa DOCG served
as main sponsor, celebrating Piedmontese excellence through cooking
shows and masterclasses.
From a viticultural perspective, the 2025 harvest has been widely
described as “one to frame.” A mild winter followed by a cool,
regularly rainy spring ensured even flowering and healthy fruit
set. Summer conditions proved ideal, with sunny days, good luminosity
and marked day–night temperature swings, favouring
balanced grape development and aromatic complexity. Harvest
is expected to begin slightly
earlier than average. Pinot
Noir picking is scheduled
shortly after mid-August
in mid-altitude vineyards,
while higher-altitude sites
will require a few additional
days to reach optimal ripeness.
Both Pinot Noir and
Chardonnay grapes show
excellent sanitary conditions,
with a harmonious
balance between acidity and
aromatic expression. Even
at higher elevations, yields
are reported as satisfactory,
pointing to a vintage of both
qualitative and quantitative
promise.
Alta Langa DOCG carries
forward the legacy of Italy’s
first Metodo Classico sparkling
wines, born in Piedmont
in the second half of
the 19th century. The denomination
was awarded DOC status in 2002 and elevated to
DOCG in 2011. Today, production exceeds 3 million bottles. Alta
Langa DOCG is produced exclusively from Pinot Noir and Chardonnay
(90–100%), vinified either separately or together, with
up to 10% of authorised non-aromatic local varieties permitted.
Wines are bottled as white or rosé, in Brut or Pas Dosé styles, and
must age on the lees for a minimum of 30 months. A defining feature
— and a clear point of differentiation in the global sparkling
wine landscape — is that Alta Langa is exclusively vintage-dated:
every bottle bears the harvest year on the label, reflecting the specific
character of a single vintage.
The vineyards are located in high-hill territory across the provinces
of Asti, Cuneo and Alessandria, at an average altitude of
440 metres above sea level. This landscape, stretching from the
Apennines toward the Alpine peaks and influenced by maritime
breezes, offers remarkable biodiversity and a strong sense of identity—one
that translates directly into wines defined by freshness,
precision and longevity.
Looking ahead, the Consorzio has outlined a dense calendar of
initiatives for 2026, including a presentation of the Alte Bollicine
Piemontesi in New York and the third edition of Alta Langa Roma.
A forward-looking agenda that reflects a denomination increasingly
confident in its positioning and international potential.
30

The WineCouture International Curated Selection
MONSIGNORE
ALTA LANGA DOCG
EXTRA BRUT 2020
JOSETTA SAFFIRIO
ALTA LANGA DOCG
METODO CLASSICO
An equal blend of Pinot Noir and
Chardonnay from the 2020 hand harvest.
Fermented in old oak casks and aged 30
months on the lees. Bright colour with a
fine, persistent perlage. Aromas of ripe
white fruit and bread crust. The palate
is elegant and fresh, produced in limited
quantities.
Made from Pinot Noir and
Chardonnay grown at 700 m a.s.l.
in the Murazzano vineyard. Gentle
pressing and tank fermentation,
followed by secondary fermentation
within six months of harvest.
Aged 30–40 months on the lees. A
contemporary expression of Alta
Langa, defined by finesse and strong
territorial identity.
FONTANAFREDDA
VIGNA GATINERA ALTA LANGA
DOCG RISERVA 120 MESI
ENRICO SERAFINO
ZERO ALTA LANGA DOCG
RISERVA PAS DOSÉ 2019
Single-vineyard Blanc de Noirs from
100% Pinot Noir in Serralunga d’Alba.
Double fermentation in stainless steel
and barrique, followed by 120 months
on the lees. Intense straw yellow
with extremely fine perlage. Notes
of elderflower, honey, dried fruit and
toasted bread. Powerful, vertical and
mineral.
100% Pinot Noir from vineyards in
Mango, Loazzolo and Bubbio. Late
disgorgement and zero dosage after a
minimum of 60 months on the lees.
Pale straw yellow with fine, persistent
bubbles. Complex aromas of linden
blossom, honey, citrus and bread
crust. Vibrant, elegant palate with
impressive mineral length.
CUVAGE
ALTA LANGA
DOCG 2020
BANFI
CUVÉE AURORA
EXTRA BRUT
ALTA LANGA DOCG 2021
A cuvée of Pinot Noir and
Chardonnay from selected vineyards
in Strevi and Castino at 450 m a.s.l.,
on calcareous marl soils. Gentle
pressing, stainless steel ageing and
over 30 months on the lees in bottle.
Straw yellow with golden hints,
showing notes of bread crust and flint.
Complex, structured palate.
Produced from Pinot Noir and
Chardonnay grown on marllimestone
soils. First fermentation
in stainless steel, followed by bottle
re-fermentation and over 30 months
on the lees. Straw yellow with fine,
persistent perlage. Floral notes,
toasted hazelnut and bread crust lead
to an elegant, savoury palate with
long persistence.
31

Lambrusco DOC:
Diversity as Strength
Export growth, supply discipline and new DOC rules
strengthen Lambrusco’s global standing
In 2025, Lambrusco navigated a volatile market landscape yet demonstrated
resilience and an ability to protect value. “A generalized
decline in wine consumption forced producers and consortia to safeguard
supply and rethink promotional and commercial strategies,”
says Claudio Biondi, President of the Consorzio Tutela Lambrusco.
“Early‐year uncertainty on U.S. tariffs — and then the confirmation of
a 15% duty, compounded by dollar depreciation — pushed producers
and importers to reassess pricing and volumes. The U.S. remains our
No.1 foreign market, taking an estimated 13+ million bottles annually
out of roughly 140 million total bottles produced on average across
the six DOCs and the IGT.” Lambrusco’s export footprint is diversified
and robust, reaching 90+ countries, with the U.S., Mexico, Germany,
France, Spain, Eastern Europe and Central/South America as primary
outlets. Around 60% of overall production — particularly IGT — crosses
borders. “We are seeing strong momentum in South America and
early steps in Africa and India — markets with significant potential,”
Biondi notes. To stabilize the value chain, strategic measures combine
vineyard practice with market management. Alongside plant‐health
organizations, the sector focuses on combating flavescence dorée. In
synergy with Consorzio Tutela Vini Emilia, a mandatory storage rule
for IGT Emilia Lambrusco requires volumes above 250 q/ha (out of a
potential 290 q/ha) to remain in stock until 31 December 2026, with
potential collective release if demand conditions align. Lambrusco is
not a single wine, but a family of styles. “Lambrusco speaks to different
consumption styles without losing authenticity,” says Giacomo Savorini,
Managing Director of the Consorzio Tutela Lambrusco. “Moderate
alcohol, a range from dry to off‐dry, and multiple methods — from frizzante
to Charmat, bottle‐refermentation and Classic Method — make
it contemporary and food‐flexible.” Color shades range from pale pink
to ruby and deep purple, reflecting a heritage of 12 native black‐grape
varieties — from Sorbara, Grasparossa and Salamino to Maestri, Marani,
Montericco, Oliva, Viadanese and more — used as single‐variety
expressions or blended according to DOC specifications. “Internationally,
Lambrusco is often perceived as dark red and lightly sparkling;
our task is to show its full spectrum of colors, aromatics and pairings,”
Savorini adds. The production landscape covers ~16,600 hectares
across Modena and Reggio Emilia, with approximately 10,000 hectares
dedicated to Lambrusco for DOC wines. Six DOCs define this mosaic
— Lambrusco di Sorbara, Lambrusco Grasparossa di Castelvetro,
Lambrusco Salamino di Santa Croce, Reggiano, Modena, and Colli
di Scandiano e di Canossa — each with distinct varietal frameworks.
Sorbara emphasizes Sorbara and Salamino; Grasparossa centers on
Grasparossa; Salamino privileges Salamino; Modena includes several
Lambrusco biotypes; Reggiano blends multiple Lambrusco; while
Colli di Scandiano e di Canossa brings together historic local grapes.
The result is a spectrum ranging from a 95% share of frizzante to increasing
contributions from Charmat, Classic Method and ancestral styles
— bridging aperitivo‐friendly profiles with more structured, food‐driven
options. 2025 marked the first full year under the updated DOC
specifications. The new provisions sharpen quality cues and enhance
trade readability. Lambrusco Grasparossa di Castelvetro DOC introduced
the Monte Barello sub‐zone for frizzante, requiring lower yields,
hand‐harvest and pure Grasparossa. Lambrusco di Sorbara DOC now
allows a white Spumante version, reflecting a direction producers had
already explored successfully. Reggiano DOC incorporated the “Fogarina”
typology and the Gualtieri geographic unit. In parallel, all DOCs
updated labeling and packaging sections, harmonizing bottle formats
and closure types for clearer market alignment.
32

The WineCouture International Curated Selection
VENTIVENTI
VENTIVENTI ROSÉ
LAMBRUSCO DI MODENA
DOC SPUMANTE
METODO CLASSICO BRUT
Lambrusco di Modena DOC
from 100% Sorbara, organically
certified. Pale onion-skin pink with
fine, persistent perlage. The nose
reveals red fruits, saline hints, floral
notes and a light touch of toasted
barley. The palate is enveloping and
expressive, with incisive minerality
balanced by a soft, creamy texture.
MEDICI ERMETE & FIGLI
CONCERTO LAMBRUSCO
REGGIANO DOC 2024
Organic Lambrusco Salamino,
a dry, lightly sparkling red from
clay soils at Tenuta La Rampata.
Deep, bright ruby in colour, with
aromas of strawberry, raspberry
and cherry. The palate is fresh and
rounded, showing a harmonious
balance between acidity and tannins.
Designed for early enjoyment.
FRANCESCO BELLEI & C.
ANCESTRALE LAMBRUSCO
DI SORBARA DOP 2023
Ancestral Method Lambrusco di Sorbara
from vineyards between the Secchia
and Panaro rivers. Cold fermentation
of free-run must followed by bottle
re-fermentation with indigenous yeasts.
Hazy red with natural sediment, offering
sour cherry, raspberry and black tea
notes. Light, fresh and saline, with
potential for bottle ageing.
CA’ DE’ MEDICI
REMIGIO 100
LAMBRUSCO GRASPAROSSA
COLLI DI SCANDIANO
E CANOSSA DOP
A tribute to founder Remigio Medici,
this wine is produced from 100%
Lambrusco Grasparossa grown in Reggio
Emilia. A dry, lightly sparkling red
obtained through a single, long and slow
natural mono-fermentation, from must
to finished wine, using selected yeasts at
18°C. Ruby red with purplish highlights,
it offers aromas of violet, raspberry and
woodland notes. Fresh and characterful,
it is intended for early consumption.
ALBINEA CANALI
CODAROSSA LAMBRUSCO
COLLI DI SCANDIANO
E CANOSSA DOC SEMI-SWEET
UMBERTO CAVICCHIOLI E FIGLI
FANTASIA ROSÉ
MODENA DOC SPUMANTE
EXTRA DRY
Semi-sweet, semi-sparkling red wine
made from Lambrusco Grasparossa and
Malbo Gentile, grown in the hilly areas
of Canossa and Scandiano in Reggio
Emilia. Lively ruby red with purplish
undertones. The bouquet is intense and
enveloping, with notes of morello cherry,
black cherry, blackberry, peach stone,
peony and sweet undergrowth. Creamy
on the palate, with gentle effervescence
that preserves freshness.
Extra Dry rosé sparkling wine from
Lambrusco di Sorbara and Lambrusco
Grasparossa grown in the province of
Modena. Gentle pressing, cold skin
maceration (24–36 hours) and Charmat
re-fermentation. Pale, luminous pink
with fine, persistent bubbles. Fresh, fruity
and aromatic, with notes of small red
berries. Crisp and well balanced on the
palate, with a rounded, semi-sweet finish.
33

Redefining Wine,
One Degree at a Time
Mack & Schühle Italia leads Italy’s entry
into the dealcoholised wine era
With the signing of the interministerial decree on
December 29, 2025, Italy officially completed its
alignment with European legislation governing
the production of dealcoholised and partially dealcoholised
wines. A long-awaited regulatory milestone that, for the
first time, allows Italian producers to operate domestically in a segment
that until now could only be developed abroad—effectively
unlocking immediate go-to-market opportunities
for the national wine industry.
Among the very first Italian companies
ready to act is Mack & Schühle Italia, one
of the first operator to activate a fully Italian-made
dealcoholisation plant. A strategic
move anticipated months ahead of
regulatory approval, confirming the company’s
ability to read market signals early
and invest decisively in emerging consumption
trends.
A regulatory green light—and a
strategic head start
The new framework builds on Ministerial
Decree no. 672816/2024, later amended in May 2025, which implemented
EU rules on procedures, labelling and technical requirements
for no- and low-alcohol wines. The final step came with
the interministerial Mef–Masaf decree of December 29, 2025, resolving
fiscal and excise-related issues and providing full operational
clarity for producers.
Mack & Schühle Italia had already moved months earlier, instal-
ling the Libero Wine system by Omnia Technologies at its Laterza
facility in Apulia. A fully automated, Italian-developed technology
combining membrane separation and vacuum distillation, Libero
Wine enables alcohol removal while preserving the wine’s aromatic
integrity—a critical differentiator in a category where quality
perception remains uneven. Extracted water is reintegrated, ensuring
balance, regulatory compliance and high organoleptic quality.
The Laterza site offers maximum versatility,
enabling the production of still, semi-sparkling
and sparkling wines, both
dealcoholised (below 0.5% ABV) and
partially dealcoholised, fully aligned with
European health and tax regulations.
From niche to opportunity
The investment extends well beyond technology.
Mack & Schühle Italia has initiated
the process to obtain the Did licence
(Dealcoholisation Plant Deposit), targeting
volumes exceeding 1,000 hectolitres
of anhydrous alcohol treated. Annual production
capacity is estimated at 7.5 million
0.75-litre bottles, positioning the company among the leading Italian
players in the emerging NoLo space.
While dealcoholised wine remains a niche in Italy, globally it is one
of the few wine segments showing sustained growth. The no- and
low-alcohol wine market is currently valued at approximately USD
2.4 billion, with projections reaching USD 3.3 billion by 2028. In the
first nine months of 2025 alone, alcohol-free wines recorded growth
34

of +46% in Germany, +20% in the UK and +18% in the United States.
Despite having been forced to produce abroad until now, Italian
wines have already gained solid traction in this category, achieving
24% market share in the UK and 6% in the US, with double-digit
growth—clear evidence of strong demand for Italian-origin products
and of the untapped potential now opening domestically.
Quality as the real differentiator
“The dealcoholised wine category has existed for some time, but very
few products globally reach an acceptable qualitative level,” says Fedele
Angelillo, Sole Director of Mack & Schühle Italia. “Our goal is to
make a difference by leveraging Italian technology and the quality of
our wine bases. This is where Italy can truly stand out.”
According to Angelillo, the Made in Italy dimension will also support
a more competitive positioning. Higher quality, combined with
strong origin credentials, is expected to translate into stronger value
perception and more attractive pricing across international markets.
A broader vision: Genevitis and Grapur
The move into dealcoholised wines is part of a broader, clearly articulated
vision that positions Mack & Schühle Italia at the intersection
of innovation, sustainability and evolving consumption patterns.
This vision takes shape with Genevitis, an integrated project debuting
commercially at Wine Paris, designed to enhance Italian regional
identities through a sustainable supply-chain model. Genevitis
connects historic cooperative wineries from six regions—Abruzzo,
Campania, Lazio, Piedmont, Apulia and Sardinia—with local designers
and leading technical partners, creating wines that are not
only regionally expressive but also transparent, responsible and
market-ready.
Together with Genevitis, Grapur completes a coherent portfolio
strategy spanning dealcoholised, low-alcohol and sustainability-driven
wines. Launched in 2025 and now entering its market
development phase, Grapur is positioned in the low-alcohol segment
(9% ABV) without dealcoholisation, addressing a different
but equally fast-growing consumption trend: wines that are lighter,
more inclusive and fully aligned with contemporary lifestyle values.
Certified organic and vegan, Grapur is conceived as a circular
project, involving best-in-class partners across packaging, closures
and materials. Lightweight glass, recycled-content components and
ocean-plastic recovery initiatives form an integrated sustainability
narrative that resonates strongly with both trade professionals and
end consumers.
Anticipating the future of wine
“Grapur speaks to a new generation that often lacks familiarity
with wine,” Angelillo explains. “We deliberately chose simplicity—
starting with a white and a red—to lower barriers to entry and create
a more inclusive dialogue.”
The response from international buyers has been highly encouraging,
further reinforced by a growing portfolio of global recognitions
for Grapur’s sustainable packaging approach. Alongside two Red
Dot Awards, including a Red Dot Best of the Best for Sustainable
Packaging, Grapur has also received a Bronze Award at the
Pentawards in the Sustainable Design category—one of the most
authoritative international benchmarks for packaging excellence.
In 2025, the project was further distinguished with an official
commendation in the Green Packaging Award category at the The
Drinks Business Green Awards, recognising its ability to integrate
sustainability, design and environmental impact into a coherent,
market-relevant proposition.
Together, dealcoholised wines on the one hand, and Genevitis and
Grapur on the other, outline a single, coherent strategy: not a break
with tradition, but its evolution. With the regulatory framework
now complete, Mack & Schühle Italia positions itself as a catalyst for
change—capable of transforming emerging niches into structured,
high-quality segments while reinforcing the global relevance and
commercial credibility of Italian wine in new consumption contexts.
35

Drinking
the Future
How wine, No-Lo alternatives and new consumption habits
are reshaping the global alcohol landscape
The future of alcoholic beverages is no longer defined by volume
growth alone, but by relevance. As consumption patterns
evolve, the global drinks industry finds itself at a crossroads—
where wine remains central, yet increasingly surrounded by
low- and no-alcohol alternatives, functional beverages and new social
rituals driven by younger consumers. A recurring
question dominates industry conversations:
“Do younger generations still drink
wine?” The answer, data suggests, is more
nuanced than commonly believed. Generation
Z, often labelled as the “sober generation”,
is not abandoning alcohol altogether. Rather,
it is redefining how, when and why it drinks—
balancing moderation with experimentation,
health awareness with social identity. This shift
is unfolding against a backdrop of sustained
market growth. According to Mordor Intelligence,
the global alcoholic beverages market
is projected to expand from USD 1.83 trillion
in 2025 to USD 2.2 trillion by 2030, with a
CAGR of 3.57%. Premiumisation, evolving
consumption habits and the recovery of international
tourism—generating more than
USD 1.6 trillion in visitor spending in 2024—
are fuelling renewed demand, particularly in the on-trade channel.
At the same time, regulatory pressure and public health concerns are
reshaping the competitive landscape. From Ireland’s mandatory cancer
warnings to statements by the U.S. Surgeon General, stricter frameworks
are accelerating product innovation, pushing producers to rethink alcohol
content, communication and value propositions. In Europe’s six
major markets alone (France, Germany, Italy, the Netherlands, Spain
and the UK), non-alcoholic alternatives already generate EUR 97 billion
in turnover out of total beverage consumption of EUR 166 billion—clear
evidence of a structural shift rather than a passing trend.
Wine in the age of moderation
For wine, the challenge is not decline but adaptation. Industry forecasts
from IWSR and Federvini indicate that the global no- and low-alcohol
market is expected to grow by more than USD 4 billion by 2028, driven
by consumers seeking balance rather than abstinence. In Italy, data from
Qberg confirm this trajectory, with dealcoholised wine and sparkling
wine posting +9% growth in 2024—signalling a trend that is consolidating.
Behind the numbers lies a cultural evolution. Drinking less is giving
way to drinking differently. Research by Kantar shows that consumers
increasingly associate wine with mindful enjoyment, food pairing
and context, aligning it with fitness, mental wellbeing and balanced lifestyles.
Alcohol consumption becomes an identity choice, where quality
and experience outweigh quantity. EU-level analysis conducted by
Areté and Agra CEAS Consulting for the European Commission shows
the Low- and No-Alcohol (LNA) market growing from EUR 7.5 billion
in 2021 to nearly EUR 9 billion in 2023 (+17.3%). Non-alcoholic
spirits, meanwhile, are projected to grow at a CAGR of over 20% within
the EU by 2028, confirming strong momentum beyond wine alone.
Generation Z: sober myth, selective reality
Data from the CGA by NIQ’s On-Premise User Survey (OPUS) challenges
the narrative of a disengaged younger audience. While Gen Z is
indeed more open to No- and Low-Alcohol options—21% versus a 17%
global average—it is also the generation that has reduced alcohol consumption
the least in 2025 compared to 2024
(-16 percentage points, versus -20pp globally).
Instead of abstinence, Gen Z practises zebra
striping: alternating alcoholic and non-alcoholic
drinks within the same occasion. Price sensitivity
and “Instagrammability” play a decisive
role, with nearly half of young consumers choosing
drinks based on visual appeal and shareability.
As Beatrice Francoli, Sales Account
Development at CGA by NIQ, explains: “Gen
Z maintains a balance between moderation
and social occasions. To engage them, brands
must focus on experience, authenticity and
products designed to be shared—both offline
and online.”
Beyond alcohol: functional and
dealcoholised futures
The broader European beverage market reinforces
this direction. According to Circana, while alcoholic beverages
declined by 1.8% in value across Europe’s key markets, non-alcoholic
drinks grew by 5.1%, reaching EUR 97 billion. Functional
beverages, low- and no-alcohol products now account for almost
60% of total sector sales.
Consumers cite refreshment, natural ingredients and perceived health
benefits as primary drivers, alongside alignment with active lifestyles.
Kombucha, functional drinks and dealcoholised wines and spirits—
often enhanced with mood-boosting or wellness-oriented ingredients—
are redefining competitive boundaries.
For Circana’s SVP of Thought Leadership, Ananda Roy, the message is
clear: “Continuing with the strategies of the past is no longer a growth
strategy. Brands must innovate with purpose, integrate sustainability and
build authentic relationships with consumers.”
A new language for wine and spirits
Looking ahead to 2045, Circana forecasts a re-shaped alcohol demand
landscape. Growth will not reward those who produce more, but those
who communicate better—combining heritage, craftsmanship and authenticity
with innovation, sustainability and relevance.
For wine, this means translating tradition into contemporary language.
Quality, innovation and sustainability are no longer optional attributes,
but strategic imperatives. Dealcoholised wines and No-Lo alternatives
are not competitors to wine’s identity; they are extensions of it, opening
new occasions, new audiences and new narratives.
In a market increasingly defined by choice and consciousness, the future
of wine—and of the broader spirits universe—belongs to brands capable
of evolving without erasing their roots, offering not just products, but
meaningful experiences aligned with how people drink today.
36

The WineCouture International Curated Selection
MONTELVINI
0% ALCOHOL
FREE SPARKLING
FRANC LIZÊR
OPALE SPARKLING ROSÉ
Alcohol-free sparkling wine from a blend
of premium white and aromatic grapes.
Dealcoholised using rotating cone
column technology at low temperature,
followed by the addition of must and
controlled CO₂. Pale straw in colour,
with a fine, persistent perlage. Floral and
elegant, fresh and delicately balanced on
the palate.
Alcohol-free rosé sparkling wine
from Chardonnay and Merlot
grown in Friuli-Venezia Giulia. Pale
pink with fine, persistent bubbles.
Aromatic and expressive, combining
floral tones with red berries, rosehip,
ginger and citrus. The palate is
fresh and well balanced, with a silky
texture and gentle mineral finish.
LUCA BELLANI
PAZZA IDEA
DE-ALCOHOLISED WINE
SERENA 1881
0.0 ALCOHOL FREE
High-quality de-alcoholised Riesling
Kabinett from Mosel grapes, produced
via osmosis to preserve aromatic
intensity and structure. Selected
for its natural acidity and flavour
concentration. Notes of white-fleshed
fruit and citrus unfold over a vibrant
mineral freshness, offering balance,
persistence and a clean, refreshing finish.
Alcohol-free sparkling beverage
made from Moscato grape must with
natural aromas. Light straw yellow,
with delicate floral notes and hints of
wildflowers. The palate is smoothly
balanced between sweetness and
freshness. Versatile in style, suitable
for inclusive toasts or as a base for
low- and no-alcohol cocktails.
DR. FISCHER | HOFSTÄTTER
ZERO RIESLING SPARKLING
PICCINI
GENERAZIONE ZERO
ROSSO 0% ALCOHOL
A premium alcohol-free sparkling
wine made from 100% Riesling in
Kabinett style. Dealcoholised through
low-pressure vacuum technology to
preserve varietal aromas. It delivers lively
fruit, freshness and a natural residual
sweetness, enhanced by the hallmark
mineral character of German Riesling.
An elegant alternative for refined
alcohol-free occasions.
An alcohol-free red alternative with a
deep ruby hue and an inviting aromatic
profile. The nose opens on ripe red fruit
and cherry, complemented by subtle vanilla
and spice notes. Smooth and well
balanced on the palate, it delivers fruity
flavours, gentle tannins and a persistent
finish. Despite the absence of alcohol, it
preserves structure and complexity, offering
a refined option for contemporary,
inclusive wine lists.
37

Piedmont,
Without Excess
Why Piedmont’s 2025 vintage strengthens
a denomination-led export model
The 2025 vintage reinforces a principle long embedded in the
Piedmont wine system: balance matters more than momentum.
Confronted with climatic variability, calibrated yield
management and a market still searching for equilibrium, the
region responds not through acceleration, but through control—of
volumes, denominations and
long-term quality trajectories.
Production data outline a technically
demanding year. Across
Piedmont, vineyard surface
remains broadly stable at just
over 43,000 hectares, while
total wine output for 2025 is
estimated at approximately 2.1
million hectoliters, marking
a moderate contraction versus
recent averages. Yield reductions
were more pronounced
in several DOCG areas,
reflecting a deliberate preference
for quality consistency over
volume recovery.
For export-oriented buyers, the
message is unequivocal: Piedmont
is not chasing growth. It
is reinforcing a consolidated
model grounded in denomination
strength, varietal clarity
and long-term reliability. This
approach is embedded within
one of Italy’s most structured appellation systems. DOC and DOCG wines
today account for roughly 94% of total regional production, a share
unmatched by most Italian regions. More than a regulatory framework,
this concentration represents a strategic commercial asset—supporting
price stability, reinforcing brand equity and mitigating the impact of demand
volatility across international markets.
Among red wines, Barolo and Barbaresco DOCG continue to act as
Piedmont’s economic and reputational pillars. Combined production
for 2025 is estimated at just over 150,000 hectolitres, with Nebbiolo
yields slightly below average but grape quality described as particularly
sound, especially in mid- and upper-hill vineyards. These wines retain
a superior capacity to absorb rising costs compared to other categories,
underpinned by consistent export demand and firmly entrenched positioning
in the premium and fine-wine segments.
Barbera d’Asti DOCG, with production exceeding 550,000 hectoliters,
confirms its role as the region’s most commercially versatile denomination.
The 2025 vintage points to balanced ripeness and freshness—
attributes that underpin Barbera’s continued traction in core markets
such as the United States, Germany and Northern Europe, where recognizability,
reliability and value positioning remain decisive.
Other denominations reflect a phase of selective realignment rather
than contraction. Barbera d’Alba DOC and Dolcetto d’Alba DOC show
more contained volumes, mirroring evolving demand patterns rather
than structural weakness. Dolcetto, in particular, continues to reposition
itself within export portfolios, favoring gastronomic relevance
and territorial storytelling over volume-driven distribution.
On the white wine front, Gavi DOCG remains Piedmont’s primary
international reference, with 2025 production estimated between
160,000 and 170,000 hectoliters.
The vintage profile
suggests strong acidity retention
and aromatic precision,
reinforcing Gavi’s standing
as a dependable DOCG white
for export markets seeking
freshness, versatility and consistency.
Roero Arneis DOCG confirms
its steady upward trajectory,
maintaining production
above 80,000 hectoliters and
aligning stylistically with its
increasingly premium positioning.
Smaller but strategically
significant denominations
such as Alta Langa
DOCG—Piedmont’s traditional-method
sparkling
wine—continue to gain visibility
abroad, despite limited
volumes, contributing to the
region’s expanding stylistic
breadth.
From a viticultural standpoint, 2025 required attentive management rather
than corrective intervention. Budbreak and flowering progressed
regularly, while summer heat events were moderated by adequate water
reserves in key zones. Harvest decisions focused heavily on selection,
particularly for wines destined for extended ageing, resulting in profiles
defined by precision rather than opulence.
In market terms, this restraint translates into credibility. In an environment
shaped by cautious purchasing and slower rotation, Piedmont’s
disciplined approach reinforces its appeal. Across Europe, North America
and selected Asian markets, buyers continue to reward wines defined
by clear appellation identity, predictable release strategies and
stable stylistic profiles.
Viewed through this lens, 2025 emerges less as a transition vintage than
as a year of consolidation. Stocks remain under control, denomination
hierarchies are intact and value dispersion across categories is contained.
For international buyers, the takeaway is reassuring: Piedmont remains
a territory where production discipline and denomination clarity
translate directly into commercial reliability.
As global markets recalibrate and growth becomes increasingly selective,
Piedmont confirms its position as one of Italy’s most structurally
sound wine regions—measured rather than expansive, legible
rather than aggressive, and firmly anchored in balance as its primary
competitive advantage.
38

The WineCouture International Curated Selection
ORLANDO ABRIGO
NEBBIOLO D’ALBA DOC
VALMAGGIORE
TUTTO A MANO
PIO CESARE
IL BRICCO BARBARESCO
DOCG
Produced from 100% Nebbiolo (Lampia)
in Valmaggiore, Vezza d’Alba, at 240 m
a.s.l. on sandy, silty soils with south-west
exposure. Soft pressing and 6–10 days of
skin contact at up to 28°C are followed by
12 months in 25 hl Slavonian oak casks
and a further year in bottle. Pale ruby in
colour, it reveals refined notes of rose,
spice and woodland berries. The palate is
finely textured, polished and mineral, with
elegant length and notable drinkability.
Produced from 100% Nebbiolo sourced from
three high-altitude micro-zones within the
estate’s Cascina Il Bricco vineyard in Treiso,
characterised by a cooler climate. Fermented
in stainless steel with around 30 days of skin
contact at relatively high temperatures, then
aged for approximately 30 months in French
and Slavonian oak, partly in barriques. Powerful
and structured, rich in ripe fruit, soft and spicy,
with sweet, mature tannins and outstanding
longevity. Produced in very limited quantities.
MARCHESI DI BAROLO
BAROLO DOCG
TRADIZIONE
BRAIDA
COLLI TORTONESI DOC
TIMORASSO
From 100% Nebbiolo sourced across
Verduno, La Morra and Barolo.
Hand-harvested and fermented in
stainless steel with around 15 days of
skin contact, then aged two years in
Slavonian oak and at least one year in
bottle. Ruby with garnet tones; wild
rose and strawberry aromas. Full and
enveloping, with soft tannins and
balanced acidity.
Braida’s first still white, from 100%
Timorasso grown in the Colli
Tortonesi. Whole-bunch pressing,
controlled fermentation and
12 months on fine lees in tulipshaped
concrete vats with monthly
bâtonnage. Deep straw yellow with
golden hues; flinty, citrus and floral
notes. The palate is structured and
vibrant, with pronounced freshness,
salinity and ageing potential.
HIC ET NUNC
ALTROMONDO GRIGNOLINO
DEL MONFERRATO CASALESE
DOC
DIEGO MORRA
VERDUNO PELAVERGA
DOC
A classic expression of 100% Grignolino
from south-facing vineyards at 285
m a.s.l. on white marl soils. Handharvested,
5–7 days’ maceration, then
around nine months in stainless steel.
Pale ruby in colour, offering red berry,
white pepper and sage notes. Balanced
and warm, with firm yet elegant tannins
and lively drinkability.
Pelaverga Piccolo grown in the municipality
of Verduno. Gentle destemming
and short fermentation (4–6
days) at controlled temperatures, followed
by malolactic fermentation and
stainless-steel ageing. Bright red and
vibrant, with floral and spicy nuances
and distinctive pepper notes. Fresh,
aromatic and versatile, showcasing the
variety’s singular identity.
39

Barbera's
New International Language
From everyday classic
to a structured global asset
Barbera’s growing international relevance depends increasingly
on one decisive factor: the ability to articulate its
value clearly, in Italy and abroad. No longer framed solely
as a traditional, convivial red, Barbera has evolved into a
contemporary wine capable of engaging global markets through
identity, versatility and value.
This evolution is not the result of positioning
statements, but of a process
already underway. Deeply rooted in tradition
and popular appeal, Barbera has
expanded its expressive range, proving
able to support multiple usage occasions
and adapt across cultural contexts.
It is a red that speaks fluently to consumers
who may not share the language
of its origin, but readily understand its
character in the glass and its relevance
at the table.
To assess Barbera’s current positioning,
it is useful to look beyond the variety
itself and consider the broader Monferrato
landscape, where wines such as
Ruché di Castagnole Monferrato and
Grignolino d’Asti contribute to a differentiated,
complementary portfolio.
When analysing export performance for Barbera d’Asti and the Monferrato
denominations, a layered approach is required. The absence of
continuous, denomination-specific export statistics calls for a broader
reading. On one level, Piedmont remains among Italy’s most export-o-
riented regions for appellation wines, with international markets
playing a decisive role in system balance. On another, the consortial
and territorial dimension provides qualitative indicators — priority
markets, positioning strategies and targeted communication efforts.
Within this framework, Barbera d’Asti benefits from a strong territorial
platform. Established markets
such as Langhe–Barolo–Piedmont
function as value gateways, facilitating
the introduction of additional categories
and reinforcing confidence along
the supply chain.
“Within this context, Barbera d’Asti
finds its most natural export outlets
in North America,” explains Vitaliano
Maccario, President of the Consorzio
Barbera d’Asti e Vini del Monferrato.
“The United States and Canada are
markets capable of absorbing volumes
and particularly responsive to wines
that are both typical and gastronomic.
They are followed by Germany and
Japan, historically attentive to quality–price
ratio and stylistic coherence.
Asia remains a selective horizon, to be
approached through focused, consistent projects.”
For Ruchè and Grignolino, export remains niche but strategically
relevant when supported by territorial storytelling, specialised
on-trade channels and clear positioning. Producers consistently
note that these wines perform best when properly explained and
40

contextualized — an aspect that intersects with growing attention
to alcohol levels, balance and drinkability.
Market data help frame the current phase. Between 2022 and 2024,
Barbera d’Asti DOCG reflects a broader transition underway across
the wine sector. In 2024, production recovered compared to 2023,
while bottlings continued to decline and inventories showed a slight
increase. This points to a normalisation of demand, with reduced
bottling pressure, greater caution along the commercial chain and
sharper focus on stock rotation.
A similar dynamic emerges among the denomination’s related wines.
Ruché di Castagnole Monferrato DOCG shows stable production
and slightly rising bottlings, accompanied by a marked
increase in inventories — an indicator worth close monitoring. Grignolino
d’Asti DOC, by contrast, recorded a significant contraction
in bottlings alongside a slight reduction in stocks, suggesting a phase
of repositioning across channels, styles and consumer perception.
Overall, this scenario does not indicate a crisis, but a change of pace
requiring strategic choices rather than reactive measures.
The Consorzio Barbera d’Asti e Vini del Monferrato today oversees
a wide and articulated system representing true critical mass
within Piedmont. Approximately 12,000 hectares of vineyards are
under protection, with organic cultivation accounting for around
13%, placing the territory at an advanced level of sustainability. Total
2024 production reached 44.7 million litres, equivalent to nearly
59.6 million 0.75-litre bottles. Compared to 2023, Barbera d’Asti
DOCG recorded a 3.4% decline, while the overall system grew slightly
(+0.33%), confirming underlying structural stability.
“For 2025, we expect a production decrease of around 5%, alongside
a very good qualitative vintage,” notes Maccario.
From an economic perspective, 2025 closed as a complex year, in
line with broader national trends. Slowing consumption, geopolitical
tensions and uncertainty across international markets required
a prudent approach. “The priority was containment rather than
forced growth,” Maccario confirms. “Barbera d’Asti demonstrated
consistency and recognisability, reaffirming its role as a strategic asset
for the territory.”
Market instability affected channels unevenly, favouring wines
with clear identity, coherent positioning and strong territorial roots.
Established denominations and recognised varieties such as Barbera
proved more resilient than less consolidated propositions. “In the
United States, 2025 was more about management than expansion,”
41
Maccario adds. “Tariffs affected planning and margins more than
volumes. Looking ahead to 2026, we remain cautiously optimistic:
Italian wine and denominations with strong reputations continue to
be appreciated.”
The current phase calls for clarity: stronger focus on value, more effective
communication, targeted promotion and a realistic reading
of evolving consumption patterns. Italy retains a significant competitive
advantage through diversity, consistent quality and strong
denominations, but inertia is not an option.
The Consorzio’s strategy reflects this awareness, working to reinforce
Barbera d’Asti’s positioning through identity, communication
and value perception in both domestic and international markets,
while pairing global promotion with initiatives that foster direct
connections between territory, producers and audiences. In this
sense, the 2025 Barbera Wine Festival functioned not only as a
showcase, but as a collective storytelling platform capable of translating
production value into experience and economic impact.
Alongside Barbera d’Asti, denominations such as Ruché, Nizza and
Grignolino d’Asti continue to gain recognition as contemporary references
within Piedmont. Different in history and style, yet united
by the same requirement: to be articulated more effectively, especially
beyond Italy’s borders. A narrative increasingly ready to perform,
consistently, across international markets.

Alto Adige: Precision, Heritage
and the Future of Alpine Wine
Why South Tyrol’s fine wines are setting benchmarks for quality,
identity and sustainability
Few European wine regions today are able to express quality
with the same consistency, depth and territorial clarity
as Alto Adige. The latest results from Italy’s leading wine
guides confirm what the international trade has increasingly
recognized over the past decade: South Tyrol is no longer an
emerging excellence, but a fully established premium wine system
grounded in history, precision viticulture and a rigorously structured
approach to sustainability.
According to the Consorzio Vini Alto Adige, recent editions of Italian
wine guides awarded 387 top scores, marking a significant year-on-year
increase. More telling than the aggregate figure is the distribution
of excellence itself: 234 wines from 95 different producers
achieved maximum ratings, highlighting a territory where quality is
systemic rather than concentrated in a handful of flagship labels.
“This result clearly demonstrates how solidly Alto Adige is positioned
at the highest qualitative level,” notes Eduard Bernhart, Director
of the Consorzio.
For international buyers, this depth is a critical asset. Alto Adige today
offers a coherent and reliable premium supply across cooperative
wineries, estate producers and independent growers—diverse in
interpretation, yet unified by a shared quality framework and production
discipline.
White wines continue to define the region’s stylistic reputation, accounting
for the largest number of awarded labels. Equally significant,
however, is the performance of red wines. Pinot Nero emerges
as the most awarded single variety, followed closely by Schiava and
Lagrein. Together, these indigenous grapes represent nearly one fifth
of all top-scoring wines, confirming the strategic relevance of
authenticity and strong territorial identity in contemporary markets.
This balance between international varieties and native grapes is central
to Alto Adige’s positioning. Sauvignon Blanc, Pinot Bianco and
Gewürztraminer reaffirm the region’s precision and aromatic clarity,
while Schiava and Lagrein project a distinctive Alpine profile—an
increasingly valuable point of differentiation in highly competitive
premium segments.
Quality leadership in Alto Adige is inseparable from sustainability.
With a steadily growing share of organically farmed vineyards and a
deeply rooted culture of environmental responsibility, the region treats
sustainability as a production standard rather than a communication
tool. Collective initiatives promoted by the Consorzio reinforce
this approach, fostering transparency, biodiversity protection and reduced
environmental impact across vineyard and winery operations.
Looking ahead, Alto Adige’s future is clearly oriented toward territorial
definition and long-term value preservation. The introduction of
86 Unità Geografiche Aggiuntive (UGA) from the 2024 harvest marks
a decisive step in formalising terroir expression, aligning South
Tyrol with the most advanced fine-wine regions globally. Reduced
yields, precise vineyard delimitation and micro-zoning strengthen
the narrative of origin, providing importers and buyers with sharper
tools for portfolio segmentation and storytelling.
Today, Alto Adige stands as one of Italy’s most reliable premium
wine systems. Its strength lies not in scale, but in consistency: a
compact territory delivering precision, identity and sustainability
across a remarkably broad spectrum of producers and styles. For
international buyers operating in markets increasingly shaped by
authenticity, environmental responsibility and long-term brand
equity, South Tyrol represents a clear benchmark—quietly alpine,
technically rigorous and structurally future-proof.
Photo: Sudtirol Wein-Florian-Andergassen
42

The WineCouture International Curated Selection
NALS MARGREID
SIRMIAN PINOT BIANCO
ALTO ADIGE DOC
GIRLAN
GSCHLEIER ALTE REBEN
VERNATSCH 2022
ALTO ADIGE DOC
Pinot Bianco from vineyards at 500–700
m a.s.l. in Nalles, on calcareous and
morainic soils. Brief pre-fermentation
maceration, fermentation in 12–30
hl oak casks and extended ageing on
fine lees. Bright straw yellow; refined
grapefruit and kiwi notes. The palate is
deep, savoury and notably persistent.
Vernatsch sourced from historic vines
aged 80–110 years at 450 m a.s.l., grown
on calcareous, clay and gravel soils.
Fermented in stainless steel with 15–20
days of maceration, then aged in large
casks and bottle. Elegant yet full-bodied,
showing fruity tannins, marked salinity
and strong ageing aptitude.
ROTTENSTEINER
TRIGON LAGREIN GRIES
RISERVA 2022
ALTO ADIGE DOC
ELENA WALCH
GEWÜRZTRAMINER
CONCERTO GROSSO 2024
ALTO ADIGE DOC
Pure Lagrein from over 30-year-old
vines in Gries, rooted in deep alluvial
soils. Fermented in concrete and
aged 12 months in barriques, then a
further 18 months in bottle. Aromas of
violet, cocoa and liquorice are layered
with spice and tobacco. Intense and
structured, with a projected ageing
potential of 10–15 years.
Sourced from Gewürztraminer grown
in Tramin–Söll, with around six hours
of skin contact and stainless-steel
fermentation at 18°C. Pale golden in
colour, with complex aromas of candied
orange, citrus, honey and sweet spice.
The palate is generous yet refined,
finishing long and aromatic, with clear
varietal focus.
PRAECLARUS
PAS DOSÉ 2020
BLANC DE BLANCS
ALTO ADIGE DOC
ST. MICHAEL‐EPPAN
PINOT NOIR RISERVA
SANCT VALENTIN 2022
ALTO ADIGE DOC
Classic-method Blanc de Blancs from
Chardonnay grown at 300–500 m
a.s.l. on dolomitic limestone soils.
Gentle pressing; the base wine matures
in large oak and stainless steel,
followed by at least 48 months on the
lees. Bright straw yellow with an ultra-fine
mousse. Citrus, almond blossom,
dried fruit and brioche lead to a
long, mineral finish.
From selected vineyards at 400–550
m a.s.l. on morainic, calcareous gravel
soils. Hand-harvested fruit undergoes
a brief cold soak and stainless-steel fermentation,
followed by ageing in barrique,
tonneaux and concrete. Deep ruby
in hue, with red berry, violet and spice
notes. Elegant, structured and built for
long-term cellaring.
43

Garda DOC Redefines
Its Playing Field
A more flexible, market-driven framework strengthens one of Italy’s
most adaptable appellations
Approved in autumn 2025, the latest revisions to the Garda
DOC production rules mark a decisive step in the denomination’s
evolution, consolidating its position as one of Italy’s
most flexible and market-responsive appellations. The
Ministerial Decree of 24 September 2025, published in the Italian Official
Gazette on 8 October,
introduces a series of targeted
updates designed to enhance
competitiveness while preserving
Garda DOC’s broad
territorial identity, spanning
Lombardy and Veneto along
the Lake Garda corridor.
Rather than incremental
fine-tuning, the revised
framework expands the denomination’s
stylistic and
commercial perimeter, aligning
the appellation more
closely with current consumption
trends—particularly
the demand for low-alcohol
wines, diversified sparkling
styles and clearly legible, varietal-driven
categories for
international markets.
New categories, wider
commercial scope
Among the most relevant updates
is the introduction of new grape varieties and typologies. Müller
Thurgau officially enters the Garda DOC portfolio in still, frizzante
and spumante versions, while Rebo is added to the still-wine category.
Together, these inclusions broaden the denomination’s varietal spectrum
and reinforce Garda DOC’s positioning as a versatile, cross-market
appellation capable of addressing multiple consumption occasions.
Further adjustments strengthen the sparkling segment, where Chardonnay
and Garganega are now formally recognised as varietal specifications
for both spumante and frizzante wines. Garganega, already
central to the denomination’s identity, gains additional strategic relevance
through clearer regulatory framing, supporting more focused
positioning in export markets.
A first for Italian DOC wines: low-alcohol Garganega
The most structurally innovative amendment concerns the introduction
of Garganega “low alcohol”, authorised from the 2025
harvest with a minimum alcohol content of 9% ABV. This makes
Garda DOC the first Italian appellation to formally regulate a
low-alcohol still wine within a DOC framework. From a trade perspective,
the move places Garda DOC at the intersection of denomination
credibility and evolving consumer demand for moderation,
wellness-oriented choices and new drinking occasions—without
stepping outside the wine category.
Corvina, Ramato and Crémant
The revisions also enhance Garda DOC’s positioning in both sparkling
and rosé segments. In the sparkling category, Corvina is now
permitted as a varietal specification for rosé spumante and frizzante
wines, adding territorial depth to pink expressions and valorising
one of the most emblematic
local grape varieties. The
authorised use of the term
“Crémant” for Garda DOC
sparkling wines further aligns
the denomination’s production
language with internationally
recognised quality
cues, facilitating clearer communication
and positioning
in export markets.
Alongside these sparkling
developments, the formal
introduction of Pinot Grigio
Ramato Rosato establishes
a clearly defined still-wine
category within Garda DOC.
By codifying a historic northeastern
Italian interpretation
of Pinot Grigio in a contemporary
and market-oriented
framework, the denomination
responds to growing
international interest in rosé
wines that combine visual
identity, drinkability and varietal recognisability.
Territorial and technical adjustments
Beyond stylistic innovation, the updated disciplinary includes targeted
territorial and technical adjustments. These include a limited
extension of the production area to part of the municipality of Castenedolo
(Brescia) and the authorisation of all wine containers permitted
under EU legislation, increasing operational flexibility while
maintaining regulatory alignment at European level.
A denomination built for adaptability
Today, the Consorzio Garda DOC represents around 250 producers
operating across a wide and diversified appellation. The 2025 revisions
reflect a deliberate balance between innovation and territorial
coherence: a denomination that preserves its broad geographic identity
while equipping producers with a more contemporary and market-ready
toolkit.
All amendments apply from the 2025/2026 wine campaign, opening
a new phase for Garda DOC. For international buyers, the message
is clear: the denomination now offers greater varietal clarity, more
articulate sparkling and rosé categories, and one of Italy’s earliest denomination-level
answers to the low-alcohol opportunity—without
sacrificing origin, consistency or scale.
44

Maremma Toscana DOC
Sharpens Its Market Profile
President Francesco Mazzei on growth, export strategy
and the denomination’s evolution
In an Italian wine landscape marked by growing complexity and
increasingly selective global demand, Maremma Toscana DOC
continues to stand out for its dynamism and its ability to interpret
change. Since 2018, the denomination has been guided through a
phase of consolidation and relaunch under the leadership of Francesco
Mazzei, President of the Consorzio Tutela Vini della Maremma Toscana.
Looking back at 2025 and ahead to 2026, the picture that emerges is
one of measured growth, strategic clarity and steadily expanding international
relevance. “2025 was a transition year for Maremma Toscana
DOC,” Mazzei explains. “Positive overall, especially considering the
broader challenges facing the wine sector at both national and international
level. Confirming the exceptional results of 2024 was not a given,
yet over the first eleven months of the year we recorded a +2% increase
compared to the same period of the previous year. This places us among
the very few Tuscan denominations showing a positive trend.”
Beyond performance, 2025 also marked a structural milestone: the
introduction of the state seal. “It is a fundamental tool for traceability,
consumer protection and producer safeguards,” Mazzei notes. Today,
the Consorzio represents 478 member companies and an annual production
of around 7.5 million bottles, reinforcing Maremma Toscana
DOC’s position as one of the most dynamic denominations in Tuscany.
Vermentino remains the denomination’s strongest commercial and
identity driver. Accounting for over 32% of bottled production as of
November 2025, it continues to be the most recognisable style on the
market. “Vermentino has become our calling card,” says Mazzei. “A
Mediterranean white that immediately conveys the relationship between
territory and wine, whether in its fresh expression or in the Superiore
version.” At the same time, the varietal landscape is becoming
increasingly articulated. Traditional grapes such as Ciliegiolo are gaining
momentum, interpreted today in a contemporary style defined by
freshness, verticality and drinkability. “Ciliegiolo is experiencing a true
second life,” Mazzei adds. “It speaks the language of new consumers
without losing its connection to history and place, and it shows how
Maremma can enhance its heritage while looking forward.”
From a market perspective, 2025 delivered encouraging signals. In-
ternational demand continued to gain relevance, with exports now
accounting for close to 40% of total production—clear evidence of
growing interest in Maremma Toscana DOC wines across key foreign
markets. At the same time, direct sales gained further momentum, driven
by the steady development of wine tourism, now recognised as one
of the denomination’s most strategic growth drivers.
“Wine tourism is no longer an accessory—it is part of the value of the
wine itself,” Mazzei explains. In recent years, the Consorzio has invested
in a more structured approach, supporting member wineries through
partnerships and dedicated projects. A protocol signed with Confesercenti
Grosseto and Movimento Turismo del Vino Toscana led to the
creation of curated itineraries and a dedicated ‘Wine Experience’ section
on visitmaremma.net, involving around twenty wineries. These initiatives
are complemented by targeted informational tools and collaborations
with high-profile events, reinforcing the experiential dimension
of the denomination.
Looking ahead, 2026 is shaping up as a year of further international acceleration.
“Our focus will be on the DACH area and the Scandinavian
countries, alongside key mature markets such as the United States, Canada
and the United Kingdom,” says Mazzei. The strategy combines targeted
actions in priority export destinations with incoming initiatives
in Maremma, designed to engage international buyers and strategic
stakeholders directly on the territory. On the domestic front, the Consorzio
will continue to invest in the mareMMMa format, which in 2026
will expand beyond Alberese to include Florence, broadening the denomination’s
visibility and reinforcing its positioning within the Italian
market. Wine Paris 2026 will mark the first major international appointment
of the year. Following its debut last season, the Consorzio returns
with a collective tasting counter alongside a selected group of producers
exhibiting within the shared space. “France is an interesting market in
terms of positioning and diversification,” Mazzei concludes. “Wine Paris
provides the ideal platform to engage with a highly qualified international
audience increasingly focused on quality, territorial identity and
sustainability, and to present the contemporary, market-ready profile of
Maremma Toscana DOC.”
45

Beyond
SiO 2 -CaO-Na 2 O-K 2 O-BaO
Maximilian J. Riedel on glassmaking, wine culture
and the business of relevance
Achemical formula marks the entrance to the Riedel factory
in Kufstein, Tyrol, just a few kilometres from the Austrian–
German border: SiO₂–CaO–Na₂O–K₂O–BaO. It is the
elemental blueprint behind every Riedel glass—and the
starting point of a story spanning nearly three centuries. Today, this
site houses the headquarters of a family-owned company that has fundamentally
changed how wine is served and experienced worldwide.
Riedel was the first to formally recognise how profoundly the shape
of a glass influences taste perception. From this insight emerged an
iconic design philosophy: glassware conceived in harmony with its
contents, designed to enhance specific wines and spirits. Yet behind
the diversity of forms and styles, everything ultimately traces back
to that same elemental formula. Beneath it lies the legacy of eleven
generations of a family long devoted to glass trading and, later, to the
production of fine mouth-blown stemware and decanters.
Since July 1, 2013, Maximilian J. Riedel has served as CEO and
President of the company, which celebrates its 270th anniversary in
2026. An entrepreneur, designer of the brand’s glassware and decanters,
and one of the most influential voices in today’s digital wine
culture, Riedel offers a rare perspective on craftsmanship, industry
and the evolving relationship between wine and its audience.
Leading eleven generations: heritage as responsibility
Standing amid the intense heat of the furnaces—where skilled
hands shape molten glass through a relay of specialised artisans—
the question arises naturally: what does it mean to carry eleven generations
of entrepreneurial legacy?
“Being part of a family business comes with both advantages and
challenges, and family sits at the heart of that duality,” says Maxi-
milian J. Riedel. “I’m fortunate to work closely and successfully with
my father, but there are many examples where coexistence across generations
doesn’t work. The real key is learning to operate as a team
and staying focused on the core objective. For a company with such
a long history, that objective also represents the greatest pressure:
not becoming the last generation.”
Riedel feels a distinct sense of responsibility. “Entrepreneurs who
start from scratch don’t necessarily feel obliged to pass something on.
I do. Every day, I measure myself against what has already been achieved,
with the duty of transmitting it to those who will come next.”
Creativity, innovation and industrial reality
Creativity and innovation are pillars of Riedel’s identity—but how
do they coexist with industrial imperatives? “There are two sides to
our story,” Riedel explains. “On one hand, the wine-focused face of
Riedel must constantly innovate. On the other, we are an industrial
operation, where creativity must translate into production volumes
and market momentum.” Glass furnaces cannot stop. “The cost of
keeping them running is so high that any interruption would have
severe business consequences. The new products we launch are essential
not only to reinforce our leadership, but because they represent
roughly 10% of our production volume—the margin that allows
us to maintain equilibrium between operating costs and profitability.
Without creativity, we would simply become unsustainable.”
The glass industry: sustainability, costs and skills
For Riedel, sustainability is both principle and practice. “We’ve
always been transparent about what we do and how we do it,” he notes.
“Operating within the European Union guarantees clear stan-
46

dards. Elsewhere, raw material processing follows very different—
and often incomparable—rules. In addition, our sustainability and
quality benchmarks are further raised by our global partners. Prestigious
brands expect excellence in every respect.”
The broader outlook, however, remains complex. “I don’t foresee an
easy future,” Riedel admits. “Europe is increasingly uncompetitive
when it comes to manual labour, and this affects all industries that rely
on skilled craftsmanship. Production costs are becoming unsustainable,
and institutional support would be essential. Competing with
countries where regulations are minimal is fundamentally unfair.”
Demand is another concern. “Only two years ago, I would have answered
differently. Today, demand has declined to the point that
workforce reductions have become unavoidable.” Training is equally
critical: “Glassmaking education programs are disappearing.
We’ve become a niche industry, and preserving this tradition is no
longer a priority for governments.”
The partial solution lies in balance. “Our mechanical production helps
sustain the business, while manual production keeps the craft alive. For
us, that craftsmanship is non-negotiable—it defines who we are.”
Wine today: a call for change
Riedel’s view of the wine world is candid. “The real issue today is
pricing,” he says. “Younger generations increasingly can’t afford
bottles that were once accessible. The industry needs to act on two
fronts: invest in consumer education, highlighting the artisanal nature
of wine, and rethink the price pyramid entirely. Wine is now
competing with a wide range of alternatives that cost far less than a
glass or a bottle.”
He sees inertia among major players. “Too many big names remain
static, repeating the same behaviours at international trade fairs
and staying within their comfort zones. The wine world needs a
wake-up call.”
Riedel leads by example. “I travel constantly, I’m active on social
media, I engage directly in tastings and speak to audiences of all
ages. That level of proactivity remains rare—not only in wine, but
also in spirits.”
Italy is a key focus for the future. “Together with Germany, it’s
one of the markets where we are increasing our commercial efforts,”
he explains. “Italy understands and values our products. Our
long-standing partnership with Gaja Distribuzione works extremely
well, and direct-to-consumer sales are delivering strong results.
The next step is increasing brand visibility—and we’re actively
working toward that.”
47
Riedel Superleggero: a symbol of a new era
As the conversation draws to a close, one final question remains:
which creation is closest to his heart? “Among all the glasses I’ve
designed, the one I’m most attached to is the latest Riedel Superleggero,”
Riedel concludes. “After the original hand-made version,
it is now available in a machine-made edition. It’s the collection I’m
most proud of, due to the technical challenge it represented and the
quality of the final result.”