Italian wine sector pushes managerial expertise as market pressures rise

The wine market in Italy faces heightened competition and changing consumer habits, prompting producers to view events like La Grande Festa del Vino as vital networking opportunities. The two‑day fair, scheduled for 26‑27 September 2026 at Villa Farsetti near Venice, will host over 100 restaurateurs and HORECA operators, plus distributors, importers and buyers. Participation is offered at a reduced €300 + VAT fee for EGNews subscribers, with additional exposure through national press, TV, radio and online media.

Pierpaolo Penco, director of the Wine Business Management program at MIB Trieste School of Management, explains that quality alone no longer differentiates a wine. He said, “Vent'anni fa bastava fare un buon vino per trovare un mercato disposto a valorizzarlo. Oggi non è più così.” Success now depends on reading markets, building brands, managing financial and climatic risks, and structuring international commercial networks. The executive curriculum covers marketing, sales, and overall winery management, reflecting the sector’s shift toward full‑scale business complexity.

Together, the event and the new managerial focus illustrate how Italian wineries are adapting to a more demanding, globalized market.