Luxury food and wine trends shift toward experience and quality in Italy

Luxury in the Italian food and wine sector is increasingly defined by quality, rarity, and unique experiences rather than price alone. A national survey of 800 adults indicates that 36% of Italians prioritize the quality and selection of raw materials, while 28% value product rarity or limited production. Generational preferences vary: Gen Z focuses on product and producer identity, Millennials on premiumness, and Gen X on exclusivity.

In regions like Capalbio within Tuscany's Maremma, this luxury trend is manifesting through estates that combine vineyards and wineries with art collections and charm resorts. The concept of prestige in these areas has shifted from owning a hilltop villa to owning a villa with its own vineyard and wine production. This lifestyle is further integrated with culture through initiatives like the Capalbio Film Festival, which features eno-artistic paths that allow visitors to discover contemporary art displayed within local wineries.