The question of recognizing and protecting the cultural heritage of wine is now recognized as a strategic issue for the industry, in the face of challenges. The International Organization of Vine and Wine and the Italian Ministry of Agriculture addressed this topic at the 58th edition of the Vinitaly trade fair. One of the actions considered is to seek recognition from UNESCO.
Divided between changing consumption habits, growing health concerns, digital revolution, economic pressures, and demographic shifts, the wine culture has never been so exposed. The discussion is ongoing on how to recognize wine as “a cultural asset and an important source of values and knowledge,” as highlighted by Dr. John Barker, Director General of OIV, who aims to facilitate dialogue for this recognition.
Regarding the European political response, Commissioner Christophe Hansen mentioned measures taken in the wine package adopted at the European level a month ago. This includes a budget of 205 million euros for promoting agri-food products, showing the EU’s support for the wine industry amidst a challenging environment.
In terms of commercial strategies, professionals are encouraged to participate in diplomatic missions organized by the EU. Successful outcomes in Japan and Brazil have led to lucrative contracts for wine professionals. More missions are planned in Singapore, Thailand, and Mexico in 2026, with a potential visit to India in 2027 to leverage opportunities from free trade agreements.
Furthermore, the development of wine and the valorization of its cultural heritage also involve oenotourism. The EU has allocated additional funding to support oenotourism, which generated revenues of 15 billion euros from 15 million visitors last year. Gastronomy is also crucial in transmitting wine culture, as seen in Italy’s cuisine recognized by UNESCO recently.
The importance of moderate consumption of wine, as a part of lifestyle and history, is emphasized for responsible consumption. The long history of wine is seen as a fundamental asset, with the Georgian minister highlighting the cultural value embedded in wine and its role in communication and understanding internationally.
Looking ahead, the OIV aims to protect the cultural heritage of vines and wine on an international level. Engaging experts to create a framework for recognizing wine’s cultural value is essential for collaboration among stakeholders. Italy has taken a prominent role in dispelling prejudices surrounding wine, symbolized by the installation of the world’s largest wine bottle in Verona.
In conclusion, the ongoing discussions and actions reflect a collective effort to preserve the cultural significance of wine and promote its value across various aspects of society and economy.
