{"id":18213,"date":"2026-03-13T17:41:44","date_gmt":"2026-03-13T16:41:44","guid":{"rendered":"https:\/\/winereporter.it\/wine-and-youth-assoenologi-forum-in-florence-a-new-renaissance-of-awareness\/"},"modified":"2026-03-13T18:00:59","modified_gmt":"2026-03-13T17:00:59","slug":"wine-and-youth-assoenologi-forum-in-florence-a-new-renaissance-of-awareness","status":"publish","type":"post","link":"https:\/\/winereporter.it\/en\/wine-and-youth-assoenologi-forum-in-florence-a-new-renaissance-of-awareness\/","title":{"rendered":"Wine and Youth &#8211; Assoenologi Forum in Florence: A New Renaissance of Awareness"},"content":{"rendered":"<div id=\"model-response-message-contentr_58de7fbeaa136090\" class=\"markdown markdown-main-panel enable-updated-hr-color\" dir=\"ltr\" aria-live=\"polite\" aria-busy=\"false\">\n<p data-path-to-node=\"1\">(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 <strong>&#8220;Wine and Young People: A Meeting of Culture and Responsibility,&#8221;<\/strong> <strong>promoted by Assoenologi<\/strong> 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.<\/p>\n<p data-path-to-node=\"2\"><strong>Assoenologi President Riccardo Cotarella<\/strong> opened the proceedings by emphasizing the moral duty to convey the value of wine as a historical memory and tradition. <strong>&#8220;Today&#8217;s youth will be tomorrow&#8217;s informed consumers,&#8221;<\/strong> 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 <strong>nutritionist Giorgio Calabrese<\/strong> to reaffirm the scientific value of moderate consumption.<\/p>\n<p data-path-to-node=\"3\">The Government, represented by the <strong>Minister of Agriculture, Food Sovereignty and Forestry<\/strong> , <strong>Francesco Lollobrigida<\/strong> , confirmed its support for the sector with concrete measures for generational turnover. <em>&#8220;Defending wine means defending the landscape and agricultural work,&#8221;<\/em> he stated, announcing the allocation of \u20ac150 million and the granting of public land through ISMEA to encourage young people to enter winemaking businesses.<\/p>\n<p data-path-to-node=\"4\"><strong>Dario Nardella<\/strong> &#8216;s contribution came from the European Parliament, proposing an ambitious educational challenge: bringing the world of wine into schools. The idea of \u200b\u200b&#8221;a vegetable garden in every school&#8221; 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.<\/p>\n<p data-path-to-node=\"5\">The forum also showcased new communication: winemaker and influencer <strong>Niccol\u00f2 Lazzari<\/strong> explained how social media and direct language are now essential to capturing the curiosity of digital natives. Among the projects presented, <strong>the research on Cannonau conducted with IULM University<\/strong> 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.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>(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 &#8220;Wine and Young People: A Meeting of Culture and Responsibility,&#8221; promoted by Assoenologi in the prestigious setting of Palazzo Medici Riccardi. The event charted a clear course: [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":18211,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[773,775,44,774],"class_list":["post-18213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-assoenologi","tag-oenologist","tag-wine","tag-youth"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wine and Youth - Assoenologi Forum in Florence: A New Renaissance of Awareness | Wine Reporter<\/title>\n<meta name=\"description\" content=\"Read Wine and Youth - Assoenologi Forum in Florence: A New Renaissance of Awareness on Wine Reporter. 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