How to shine in wine in Italy: Five key takeaways from the Milano Wine Week 

1 A desire for quality over quantity 

While spending is tight, Italian consumers don’t want to give up their out-of-home drinks. Their solution is to opt for quality over quantity. Asked about their plans with a set amount of money, more than two thirds (68%) would buy one or two high quality drinks, while just 7% would choose four or five lower quality ones. This ‘less but better’ trend brings opportunities for suppliers and venues to premiumize guests’ selections. 

2 Opportunities in younger generations 

Italy’s wine market is led by women and older consumers. Three in four (74%) wine drinkers are aged 35 or over, and 57% are female. However, there’s an opportunity to capture younger adults too. Currently only 28% of Gen Z choose wine when out, and fixing this disconnect is crucial. Gen Z over-indexes for aperitifs, so this is the occasion on which to tempt them to try wine.  

3 The importance of with-food strategies 

Casual and formal meals are the two most popular times for wine consumption, and food pairings also matter on aperitif occasions. NIQ’s research shows more than four in five (85%) consumers think food is important when choosing an aperitif venue. To meet that need, there are multiple opportunities for partnerships and collaborations with food suppliers—especially local, artisanal or DOP-certified producers. 

4 A focus on regions and varietals 

Menus play a major role in Italians’ wine choices, so it’s important to understand how consumers engage with them. Nearly a third (31%) say they prefer their wine menus to be organised by region, while food pairing suggestions are the next most valued. There are some significant nuances by age too, with Gen Z more likely to want menus organised by price. 

5 The purchasing power of Gen X 

While younger adults hold the key to future sales, it is Gen X that is in peak purchasing power at the moment. NIQ’s On Premise data indicates that this generation will drive growth of $42 bn in alcoholic drinks sales over the next five years. Since Gen X has a strong affinity with wine, it’s here that promotional strategies need to be focused in the years ahead.  

Would you like to know how Generation X is quietly driving trillions in consumer spending?