Quality, territory and awareness guide the new course of Italian wine shops
Italian wine is entering a stage of maturity. This is not a consumption crisis, but a
profound transformation of the way wine is chosen, told and experienced. It’s how much
emerges from the analysis conducted by Vinarius, the association that brings together over 120 wine shops across the
national territory, for a total turnover close to 50 million euros.
The picture that emerges is clear: you buy less, but better. During 2025 the wine shops
recorded a contraction in the volumes sold, accompanied however by a growth in the
overall value. A signal that confirms the consolidation of the so-called premiumization,
or the shift in demand towards higher-end wines, capable of expressing quality,
identity and connection with the territory.
According to Vinarius, today’s consumer is no longer simply looking for a bottle, but a story
to drink. Denominations are no longer perceived as technical acronyms, but rather as systems
narratives that tell of zonations, grape varieties, productive traditions and local uniqueness. A change of
paradigm that also redefines the role of the wine shop, increasingly a place of culture as well as of
sale.
From the point of view of typologies, alongside the large reds that continue to represent a
mainstay of the offering, attention is growing towards whites, rosés and sparkling wines, particularly those produced
with classic method, appreciated for freshness, drinkability and gastronomic versatility. An interest
which reflects new styles of consumption, lighter and less ritualized.
The rise of low-alcohol wines also fits into this scenario, a trend
driven above all by the new generations. Moderation, balance and attention to well-being
become increasingly relevant criteria of choice, without sacrificing quality.
Another central element concerns sustainability, which according to Vinarius is moving beyond the stage
of declarations of principle to enter into that of concreteness. The market rewards approaches
measurable and verifiable: certifications, supply chain traceability and sustainable packaging become
decisive factors, while simple green washing loses credibility.
At the same time, the way wine is sold is also changing. The direct to consumer model is strengthened,
often integrated with wine tourism: direct sales in the cellar, wine clubs, immersive experiences and
digital content is established as strategic tools to build lasting relationships with the
final consumer.
Overall, the Italian market shows increasing polarization. Premium wines demonstrate
solidity and holding capacity, while the lower bands are called upon to renew languages,
positioning and communication methods. A challenge that, according to the president of Vinarius
Giuliano Rossi calls on the sector to rethink production, commercial, and cultural models.
In this context, the recent recognition of Italian cuisine as a Cultural Heritage
immaterial of UNESCO Humanity takes on a symbolic and strategic value: an achievement that
strengthens the role of wine as an integral part of an identity heritage made up of history, territory and
know how to do.