(WR) No longer just a product to be consumed, but a cultural heritage to be narrated with new languages. This is the message that emerged from the forum “Wine and Young People: A Meeting of Culture and Responsibility,” promoted by Assoenologi in the prestigious setting of Palazzo Medici Riccardi. The event charted a clear course: bridging the generational gap by focusing on education, health, and digital innovation.
Assoenologi President Riccardo Cotarella opened the proceedings by emphasizing the moral duty to convey the value of wine as a historical memory and tradition. “Today’s youth will be tomorrow’s informed consumers,” he declared, highlighting the need for a genuine narrative that transcends prejudice. Also at the center of the debate was the delicate relationship between wine and well-being, a topic explored by nutritionist Giorgio Calabrese to reaffirm the scientific value of moderate consumption.
The Government, represented by the Minister of Agriculture, Food Sovereignty and Forestry , Francesco Lollobrigida , confirmed its support for the sector with concrete measures for generational turnover. “Defending wine means defending the landscape and agricultural work,” he stated, announcing the allocation of €150 million and the granting of public land through ISMEA to encourage young people to enter winemaking businesses.
Dario Nardella ‘s contribution came from the European Parliament, proposing an ambitious educational challenge: bringing the world of wine into schools. The idea of ”a vegetable garden in every school” and the inclusion of wine culture in civic education classes aim to educate free and responsible citizens, freeing consumption from the sole punitive logic of traffic laws.
The forum also showcased new communication: winemaker and influencer Niccolò Lazzari explained how social media and direct language are now essential to capturing the curiosity of digital natives. Among the projects presented, the research on Cannonau conducted with IULM University stands out, a sign of an increasingly strong synergy between science and emotional marketing. Florence thus confirms its role as a hub for forward-looking dialogue, with the 79th National Congress of Assoenologi in Conegliano.