Faced with increasing challenges, the question of recognizing and protecting the cultural heritage of wine is now a strategic issue for the industry. The International Organization of Vine and Wine and the Italian Ministry of Agriculture explored the topic at the 58th edition of Vinitaly. A UNESCO classification is among the action levers considered.
Allocated between changing consumption habits, growing health concerns, digital revolution, economic pressures, and demographic changes, the wine culture has perhaps never been as exposed. While the diagnosis is widely shared, the key question remains: what concrete responses are needed to recognize wine as “a cultural asset and an important source of values and knowledge,” as highlighted by Dr. John Barker, Director General of the OIV, aiming to initiate dialogue for this recognition.
European political response
“A year ago in Verona, I presented the measures planned in the wine package,” recalled Christophe Hansen, European Commissioner for Agriculture and Food. Emphasizing the 205 million euro budget allocated to the European policy for promoting agri-food products, the Commissioner reaffirmed the Commission’s support to the sector in a particularly tense context.
Commercial levers
On the commercial front, the Commissioner also encouraged professionals to participate in prospecting missions organized by the EU, noting successful results in Japan and Brazil. Other missions are scheduled for Singapore, Thailand, and Mexico in 2026, with a visit to India on the horizon in 2027 to fully exploit opportunities from the Free Trade Agreement.
Oenotourism and gastronomy as vectors
According to Marzia Varvaglione, President of the European Wine Companies Committee (CEEV), wine development and the valorization of its cultural heritage also involve oenotourism. The recognition of Italian cuisine by UNESCO represents an important step, as highlighted by an Italian winemaker.
The taste of moderation
The notion of responsible consumption is transmitted through dietary practices and history. Wine has been part of cultures for millennia, often consumed daily and responsibly. The wine’s millennial history also plays a fundamental role in maintaining a healthy lifestyle.
UNESCO protection?
The OIV now aims to protect the cultural heritage of vine and wine on an international scale. An international, institutional, and conceptual framework is being developed to enhance the cultural value of wine and strengthen its recognition at the highest level.
Italy at the forefront
Italian authorities have expressed their determination to dispel prejudices surrounding wine, with the installation of the world’s largest wine bottle as a symbolic gesture at the Verona exhibition center. The value of wine as a representation of culture, tradition, and identity is emphasized by the Agriculture Minister, Francesco Lollobrigida.
