Wine market 2024: challenges and opportunities for the industry
The 2024 wine market is going through a particularly critical phase. World production has reached its lowest levels since 1961, while consumption in the large-scale retail trade shows a 2.5 percent decline in the first half of the year.
The double challenge of the 2024 wine market
The market is characterized by oversupply and eroding margins, but the real emergency is cultural. Wine is facing an unwarranted war: on the one hand alarmist campaigns that demonize it in the same way as any alcoholic beverage, and on the other a gradual detachment of new generations.
The generational paradox
Young people today, despite having potentially the greatest purchasing power ever recorded, are turning their backs on wine. They prefer to invest in cocktails and blends, seeking out experiences they perceive as more “cool” and contemporary.
Organic in the wine market
In this complex scenario, the organic segment shows resilience, with 6.5 percent growth in 2023. With 135,600 hectares of organic vineyards in Italy (+6% over 2022), the sector shows that sustainability and quality can still attract conscious consumers.
Our experience in the wine market 2024
Since 1982, when we began the conversion to organic, we have seen the wine market transform profoundly. Today it is no longer enough to be sustainable: we have to re-learn how to tell the story of wine, to make it desirable again, to connect it with contemporary culture.
Learn about our commitment to sustainability
We have been cultivating our vineyards with respect for the environment for 40 years. Download our sustainability report and learn about our commitment to a greener future.
Learn about our sustainability report 2024
Rethinking the wine market
Wine needs to become“cool” again. It is not just about marketing, but about rebuilding a cultural bridge:
- Overcoming technical and swamped storytelling
- Creating engaging experiences for young people
- Fighting demonization with education and transparency
- Innovating while respecting tradition
Wine market outlook 2024
2024 requires a paradigm shift. We cannot just defend ourselves against criticism or lament the change in consumption. We need to:
- Renewing communication
- Investing in education for conscious consumption
- Creating new opportunities for consumption
- Speaking the language of the new generation
Taste the difference of organic
Explore our selection of certified organic wines, the result of a family tradition that has been committed to excellence since 1925.
Conclusions
The prospects of the 2024 wine market depend on our ability to make it a protagonist of contemporary culture once again. The challenge is to keep traditional qualities and values intact while presenting them in a fresh and attractive way.
Organic can be the key: not only as a production choice, but as a bridge to a more aware and involved consumer.
