In recent weeks, the Italian wine sector has witnessed two developments that could significantly shape its future. The first concerns the inclusion of new financial resources for the industry in the 2026 budget law.
The second relates to the anticipated approval of a decree regulating dealcoholized wines. Both topics were discussed in detail in the latest issue of Il Corriere Vinicolo and during the recent National Council of Unione Italiana Vini (UIV), held at the Avignonesi winery in Montepulciano.
Financial Support for a Strategic Sector
The Italian government’s draft budget for 2026 allocates an additional EUR 100 million per year for the wine sector over the next three years. If approved, total annual funding would rise to EUR 250 million, marking a significant increase in public investment. These funds are expected to support promotion, export development, and internationalization, with a strong focus on strengthening the image of Italian wine in global markets.
Lamberto Frescobaldi, President of Unione Italiana Vini, welcomed the potential for new funding, emphasizing that “these resources are essential for maintaining Italy’s competitive position and expanding its international presence.” According to Frescobaldi, sustained investment in global promotion is vital to protect Italy’s standing as one of the world’s leading wine exporters.
Regulatory Framework for Dealcoholized Wines
Alongside financial initiatives, regulatory reforms are taking shape. After months of anticipation, the decree on dealcoholized and low-alcohol wines is close to final approval. The regulation will establish clear guidelines for production and marketing, addressing a gap that has so far hindered innovation in this growing segment.
This move aligns with shifting consumer trends: demand for low- and no-alcohol beverages is on the rise worldwide, driven by younger consumers seeking moderation without sacrificing quality. Paolo Castelletti, Secretary General of Unione Italiana Vini, stressed the need for timely implementation, noting that “companies require regulatory certainty to begin production without bureaucratic obstacles.”
A Dual Strategy for Growth and Adaptation
The combination of increased funding and modernized regulation is widely seen as a positive signal. Industry leaders believe these measures will enable Italian producers to respond effectively to changing market dynamics, diversify their offerings, and reinforce their global competitiveness.
The discussions at the National Council revealed a balance of optimism and caution. While many producers view the initiatives as a necessary boost, concerns persist regarding implementation timelines and the capacity of smaller wineries to adapt to new rules.
Nevertheless, the consensus is clear: these developments mark an important milestone for the Italian wine industry. The government’s commitment to supporting export-oriented activities, alongside openness to innovative products like dealcoholized wines, reflects a pragmatic and forward-looking approach.
As Italy prepares to navigate these changes, the sector remains united in its mission—to preserve tradition while embracing innovation. With fresh investment and a renewed regulatory framework, Italian wine is poised to strengthen its role as a cornerstone of both the national economy and the global wine landscape.
Source: Vinetur