Adolfo Scuotto at Vinitaly: Wine is changing, and it’s not just a matter of the market
Written by Redazione di vinoway | Published in news, press-newsa 
Vinitaly is never just a trade show. It is a unique vantage point, a place where wine confronts itself and the changing times.
The Scuotto winery has been featured in the Vinoway Selection guide for many years, distinguishing itself through consistent quality and a coherent vision. In the latest edition, Adolfo Scuotto was recognized for his approach to communicating wine as a producer, demonstrating an ability to blend identity, vision, and a capacity for dialogue with the contemporary market. It is precisely from this perspective that the article he wished to share with us was born, and we are delighted to publish it.
Adolfo Scuotto arrives in Verona with a clear understanding: wine is undergoing a profound transformation—first cultural, then commercial. This is not a passing phase. It is a structural change.
After all, the market is already proving this. People are drinking less, but they’re making better choices. Consumers are more informed, more discerning, and more demanding. They’re not just looking for quality—they’re looking for identity. They want to recognize a region, understand a story, and connect with what’s in their glass.
In this context, the so-called “premiumization” takes on a different meaning: it is not just a matter of price, but of perceived value. And today, value inevitably hinges on authenticity.
At the same time, tastes are changing as well. A new preference for fresher, more balanced, and more approachable wines is emerging. The issue of moderation has become a major topic in contemporary discourse, while low-alcohol and non-alcoholic categories are beginning to redefine the boundaries of consumption.
This is an inevitable shift that should not be interpreted as a threat, but rather as a signal to be understood. Sustainability, too, has changed in nature. It is no longer a narrative tool, but a necessary condition. Consumers are no longer satisfied with mere statements; they demand consistency, concrete action, and accountability.
And then there are the younger generations. For years, wine has spoken a complex, often distant language. Today, this approach is showing its limitations. Young people are looking for accessibility, transparency, and inclusion. They want to be included, not excluded.
Alongside these developments, however, there remain clear challenges. The decline in consumption in mature markets is real, as is the decrease in regular consumers. Generational turnover remains slow, and wine faces increasingly complex competition from beer, spirits, and new alternative beverages. Added to this are the consequences of climate change and rising production costs, factors that are significantly impacting the economic sustainability of wineries.
The point today is simple: wine is no longer an automatic choice. It needs to become desirable again.
And it is precisely at this stage that new opportunities arise. Interest is growing in authentic regions, distinctive grape varieties, and wines that convey a clear vision. Independent producers are finding their place, as the market increasingly values credibility. Exports continue to represent a fundamental strategic lever, while wine tourism remains one of the most effective tools for bringing wine back to the center of a broader experience, one made up of culture, relationships, and territory. In this scenario, regions like Irpinia have a natural competitive advantage. They need not chase external models, but rather enhance what they already possess: identity, biodiversity, and authenticity. The real challenge, if anything, is learning to tell that story in the right way.
Because the biggest change is in communication itself.
For years, wine has been described using technical, often self-referential language. Today, we need a different approach: one that is more direct, more human, and better able to create a connection. This means shifting from product to experience. From technique to emotion. From complexity to accessibility.
This isn’t simplification. It’s evolution. Educating without creating barriers, portraying the region as a tapestry of people and stories, using digital technology thoughtfully, and engaging with the younger generations: these are the guiding principles on which to build the future. And above all, building relationships. No longer just customers, but true ambassadors.
So at Vinitaly, it’s not just about bringing bottles. It’s about bringing a vision. A vision in which wine will be more mindful, more sustainable, and better told. But above all, more human.
Because wine, above all, is a language. And today, more than ever, it needs to be spoken correctly.
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