More and more young people are drinking wine

The world of wine changes both due to the climate and the need to improve competitiveness and in the face of changes in the habits of Italians: surprisingly, for example, more and more young people are consuming this drink, while the number of consumers over 35 years old is decreasing. Until 2023 the opposite happened. These are some of the results that emerged from the latest surveyEnpaia-Censis agricultural world observatory presented a little while ago at Verona Fairsin the context of Vinitaly, and titled ‘Wine consumption for generations. Analogies and differences in consumption patterns by age’. A snapshot of the relationship between Italians and this drink, which also talks about the changes in the sector which has had to say goodbye to many small family-run businesses in the last ten years.

Between 2010 and 2020, more than 100,000 were lost farms with vine cultivation: there were 389 thousand and they became 255 thousand during the months of the pandemic. A collapse of 34%, which however was not followed by the collapse of the cultivated area which instead suffered a decline of just 5%. On the other hand, each surviving reality has conquered hectares, with a leap of 44% for each. Meanwhile, the wine is being made more and more expensive. Also due to theinflation. Between 2021 and 2023, prices for this product increased by 6.2%. Winemakers were forced to rely on consumers due to increases in energy (+52.4%), fertilizers (+50.4%), seeds (+28.6%) and pesticides (+22, 3%). As well as the costs of machine repairs of 8.9% and those for the maintenance of rural buildings by 5.9%.

The big challenge for producers now is to be able to cope with the climate changes. But Italians have faith in the ability of wine companies to adapt to the situation. Although this will most likely change the product. What remains unchanged over time, throughout the country, is the passion for bottles made in Italy, preferably PDO and PGI. Nine out of ten compatriots prefer them to foreign wines. For young people, drinking is a way to spend time with peers and have fun. Seven out of ten like to drink a good glass of wine in company, five out of ten outside the home and three out of ten during meals. Eight out of ten elderly people accompany their food with a good drink. Less important for them is consumption in company (36%). For half of Italians, choosing a good wine is also an emotion. For almost all those interviewed (seven out of ten), it is wrong to demonize this drink: there is a widespread belief that drinking in moderation and responsibly is possible, all that is needed is the right education.