THE 5 KEY TRENDS FROM MILAN WINE WEEK
- Donatella De Lucia
- Oct 21
- 3 min read
Italy remains one of the liveliest and most competitive markets in Europe for out-of-home wine consumption.
But in a context where margins are thinning and competition is growing, what can wineries and wine brands do to effectively distinguish themselves?
The latest analyses by NIQ (NielsenIQ) , presented by Eleonora Formisano at Milan Wine Week 2025 , offer a very clear picture of the new behaviors of Italian consumers and the signs of growth not to be missed.
THE OVERALL PICTURE IS A LIVELY BUT MORE CAUTIOUS MARKET
The Italian public remains among the most active in Europe in on-premise (out-of-home) consumption:
75% of Italians go out to eat or drink at least once a week,
94% at least once a month,
and 40% of them choose wine.
These numbers confirm the central role of wine in the Italian social and gastronomic experience.
However, the economic slowdown and rising cost of living are starting to take their toll: 60% of consumers say they feel affected, and 19% plan to reduce their spending in the next 12 months.
In a changing market, here are five strategic trends to keep an eye on.
LESS, BUT BETTER: THE RETURN TO QUALITY
Italians don't want to give up the pleasure of wine, but they do so with greater awareness. 68% of consumers prefer one or two glasses of high-quality wine to four or five of lower-quality ones.
The “less but better” orientation paves the way for new premiumization strategies : more curated labels, identity storytelling, tasting experiences, special glasses and wine lists constructed as sensory journeys.
For wineries, this means focusing on perceived value and narrative differentiation , not on quantity sold.
THE CHALLENGE (AND OPPORTUNITY) OF GENERATION Z
Wine in Italy is still dominated by women and those over 35 (57% and 74% respectively), but the future lies with young adults.
Only 28% of Gen Z choose wine when they go out, preferring cocktails and aperitifs.
The key? Bringing them together in their social moments , reinterpreting wine with more contemporary languages and formats:
mini bottles or glasses “by the glass” for the aperitif,
creative pairings with street food or fusion cuisine,
modern design labels,
shareable experiences (digital tastings, social challenges, “wine of the month”).
WINE YOU EAT: THE IMPORTANCE OF “WITH FOOD”
In Italy, 80% of wine consumption occurs during a meal, whether formal or informal.
But even at aperitifs, the food pairing is crucial : 85% of consumers say they choose a venue based on the quality of the food. For wine companies, this opens up enormous opportunities for co-marketing with local artisanal and DOP producers , creating "wine + territory" experiences.
An example? Farm-to-table tastings, wine lists featuring paired local products, events with local chefs, or regional tasting boxes for the hospitality and catering industry.
GENERATION X: THE ECONOMIC ENGINE OF THE PRESENT
While young people represent the future, Generation X (40-55 years old) remains the true economic driver today: according to NIQ, they will generate $42 billion in growth in alcoholic beverage sales over the next five years. They are a mature target, with purchasing power and a taste for quality wine.
Here the winning strategy is loyalty : reserved clubs, tailor-made experiences, newsletters with exclusive content, visits to the winery “by appointment only”.
Value is not in price, but in ownership.
THE FUTURE IS A HYBRID, BETWEEN ROOTS AND INNOVATION
As Eleonora Formisano emphasizes, "Wine remains at the heart of the Italian culture of drinking out. But with pressure on consumption and the new generations less engaged, targeted strategies are needed to maintain market share and value."
In 2026 and beyond, the winners will be those who know how to read the data but also convey emotions :
enhancing the territory,
making wine accessible and contemporary,
creating experiences that combine tradition and new forms of sociality.
The world of wine changes every day, but those who know how to read it can anticipate it.
If you want to stay up-to-date on trends, strategies, and new wine languages, subscribe to my blog Lellolicious , a place where data meets stories, and marketing blends with the soul of wine and more.
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