Italy's traditional wine culture - the daily glass of wine at the table - is under pressure. And Italy cares. That is why Italy is mobilising everything to preserve and pass on its own wine culture.
Text: Ingrid Larmoyeur (The Wine Institute) | Image: Unsplash
Young generations drink less and the EU places wine under the same regulations as spirits and beer. That is why Italy is currently putting broad efforts into initiatives that make wine visible not only as a consumer good, but above all as a cultural and social heritage.
Italy keeps the wine tradition alive through projects that bring people closer to the source. Historic city vineyards such as Vigna della Regina (Turin), Vigna di Leonardo (Milan) and Vigna di San Michele (Venice) are being restored and opened up. Old vineyards in Sicily and Friuli are being mapped out to highlight the region's unique history and the value of indigenous grape varieties. Even in Pompeii, ancient Roman winemaking is being revived.
There are also numerous initiatives that strengthen wine culture. Slow Wine and the Slow Food movement tell the story behind wine, focusing on conscious drinking, sustainability and authenticity. Several wine landscapes received a place on the UNESCO World Heritage List. In Tuscany, winemaking is part of agricultural training courses, introducing young people to the tradition. And through storytelling on social media and virtual tours, wine consortia and Wines of Italy are raising awareness of the cultural aspect of wine worldwide.
Thus, Italy shows that wine is more than a drink; it is living heritage.
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