Once again, the city of Verona is preparing to host Vinitaly 2025—scheduled from April 6 to 9—confirming its role as one of the leading international events in the wine industry.
We follow this event with particular attention, not only for its relevance on a global scale, but also for its influence on market trends, evolving consumer behaviours, and the new challenges faced by wine communication and branding.
This edition of Vinitaly stands out for its strong focus on sustainability, experimentation, and diversification of the wine experience, with initiatives that reflect a contemporary vision of the industry and its increasingly aware and dynamic audience.
Discover the Key Trends and Highlights of Vinitaly 2025
- No & Low Alcohol Wines: The Rise of Responsible Indulgence
For the first time, Vinitaly is dedicating an entire exhibition space to no and low alcohol wines, reflecting a growing demand for lighter and more mindful drinking options. This shift has significantly influenced the wine offering, marking the rise of a new segment that embraces balance without compromising on quality.
NoLo wines cater to an audience increasingly focused on well-being, moderation, and diverse tasting experiences. Producers investing in this space are demonstrating strong innovation capabilities—both in winemaking processes and dealcoholization techniques—and are positioning themselves at the forefront of a new, everyday approach to wine consumption.
- Wine and Mixology: A Creative Fusion on the Rise
The line between the world of wine and that of mixology is becoming increasingly blurred, giving rise to new formats and expressive languages. The growing interest in wine-based cocktails—both traditional and dealcoholized—signals a compelling evolution that fosters creative crossovers between oenology, the art of mixology, and sensory experimentation.
Wine thus takes on a new role as both an ingredient and a leading player in alternative tasting experiences, capable of engaging a younger, more curious audience in unexpected and innovative ways.
- Raw Wine: Authenticity, Sustainability, and Identity
More and more consumers are seeking wines that embody not only sensory quality, but also ethical, environmental, and territorial values. Natural, organic, and biodynamic wines align perfectly with this vision, presenting themselves as authentic expressions of the terroir and of the craftsmanship rooted in the vineyard.
The Raw Wine movement is not merely a production trend, but a true cultural approach—one that places transparency, sustainability, and respect for nature and natural rhythms at its core. Wineries embracing this philosophy stand out for their strong and coherent identity, often supported by a compelling and distinctive narrative that fosters deep connections with a loyal, informed community.
- Vinitaly Tourism: Wine as a Living Experience
Wine tourism is emerging as a powerful strategic driver within the wine industry. Today’s consumers are no longer satisfied with simply purchasing a product—they seek immersive experiences that connect them with the land, culture, people, and stories behind each winery.
For wine producers, investing in well-designed enotourism experiences means creating direct and meaningful relationships with their audience, unlocking new business opportunities, and enhancing brand value. Vinitaly recognizes this potential by offering targeted consultancy services for wineries and promoting training initiatives aimed at strengthening the overall wine tourism offering.
In this context, Vinitaly and the City serves as a natural extension of the trade fair, bringing wine tastings and curated experiences to the heart of Verona, where wine culture meets local heritage and entertainment.
- Sustainability: A Shared Goal and a Strategic Growth Driver
Sustainability is no longer an option—it is a fundamental strategic pillar for the future of the wine industry. Vinitaly 2025 shines a spotlight on wineries that have embraced sustainable practices across environmental, social, and economic dimensions, demonstrating that innovation and responsibility can go hand in hand. From reducing emissions during production, to adopting eco-friendly packaging solutions, and launching projects with meaningful social and territorial impact, more and more producers are embedding sustainability into their core business vision. It is a long-term strategy that rewards consistency and transparency while building lasting value for both the brand and its ecosystem.
A Changing Market Calls for a New Approach to Communication
Vinitaly 2025 highlights a dynamic and rapidly evolving wine sector—one increasingly focused on sustainability, innovation, and experiential value. Today, producing quality is no longer enough: the wine industry must also learn to tell its story in an authentic, engaging, and strategic way. For wineries, this means rethinking their approach to communication, branding, and digital presence, moving away from traditional models and embracing a narrative, multichannel, and data-driven strategy.
As a digital agency working closely with wine brands, we support producers in shaping strong visual identities, crafting tailored digital experiences, and building marketing strategies that deliver measurable results. The goal is to create communication that not only promotes the product, but interprets the evolving needs of consumers, enhancing the versatility of the offering and the distinctiveness of the brand through consistent, value-driven content.
Staying ahead of emerging trends means being able to understand them, translate them into action, and apply them effectively. For wine producers, this opens the door to a new era of communication—one that demands clear positioning, compelling storytelling, and strategic use of digital tools. Remaining informed about market developments is the first step toward delivering communication solutions that speak the language of change and generate lasting value.