"Tradition and innovation in the world of wine. Two opposing forces or allies in enhancing our wineries in an evolving market?"
Tradition is a well-executed innovation.
Tradition is a well-executed innovation.” This statement by Oscar Wilde, which may seem paradoxical, perfectly represents an ever-present balance. Even in the world of wine, tradition should not be viewed as an impenetrable barrier to innovation, but rather as a solid foundation upon which to build the future.
Our peninsula is rich in winemaking traditions: stories, wineries, and products that trace back generations and centuries.
However, we often forget that tradition itself is a dynamic concept, constantly evolving.
Just because you make wine the way your great-grandfather did doesn’t mean he made wine exactly like his ancestors.
In the Italian winemaking landscape, tradition is often seen as the opposite of modernity. Phrases like “Wine shouldn’t be made with machines” or “Online wine sales are a no-go” are often heard. However, these beliefs overlook the possibility that tradition and innovation can coexist and even enrich each other.
Debates about various wine fermentation methods or differing maceration times provide examples of how tradition and innovation are often viewed as polar opposites. Yet, some of today’s most appreciated wines result from a clever fusion of ancient techniques and new solutions. The challenge isn’t about choosing between the past and the future but rather finding the right balance between the two, especially to best project forward.
The Italian Wine Sector: What Does the Future Hold?
Our wine sector faces significant challenges and opportunities.
In ten years, three main trends will stand out:
- sustainability,
- health-consciousness
- territorial appreciation.
Consumers, particularly in established markets like the European Union, will increasingly value quality and the environmental impact of the products they choose. They will favor wines with organic and sustainable certifications, often discovered through direct relationships with producers.
This shift, already underway, requires our wineries to adopt a new approach to sales.
Respecting traditional sales channels is correct, but given the growing demand for direct relationships with producers, there is no longer any reason to be skeptical of e-commerce or independently managing direct sales abroad.
Recognizing these innovations will be crucial not only for increasing sales but especially for communicating, on your own terms, that tradition you are so proud of.
Tradition and innovation in the world of wine can absolutely go hand in hand… This is a concrete example!
