The year 2026 promises to be a crucial year for the world of wine and food. Amid wars, economic tensions, climate change and changing perceptions of wine, the key word will be resilience. But resilience will not be enough: it will be necessary to rethink languages, prices and modes of storytelling to win back younger audiences in particular.
Literally “resilience” is a person’s ability to cope with difficult times. Something that has a lot to do with the times we are going through. So much so that it is becoming a buzzword. A bit like ” ha da passà a nuttata” by Eduardo De Filippo in Napoli Milionaria.
The coming year, 2026, will most likely be very indicative in this regard, even for the food and wine world. Wars, international trade tensions, less and less predictable weather events will still be there. All of which are not good for the wine world and will imply great resilience on the part of producers. Also on the part of those who work in this sector, representatives, distributors, wine merchants, restaurateurs. importers. Even for those who organize events, publish books, create online sites dedicated to wine.
Resistance is not enough: a change of course is needed
It will be a year where resilience will make a difference Between those who will make it and those who will not. Of course, some brightening can be glimpsed, but who knows if there will be any real reassurance. Let’s hope, of course.
Meanwhile, the perception of wine by sectors of the market is also changing, and not in a positive way. Therefore, we must all work together to try to reverse this trend. By making welcoming and smiling again that world that in recent years has become increasingly elitist and rejecting.
How to reconnect with younger audiences
If we don’t take this seriously, we can forget about reconnecting much of the youth audience, the 25- to 35-year-olds to be clear, with wine. How? With wines that are more understandable, not overpriced, with more fun and nimble introductory wine courses, with a way of talking and writing about wine within the reach of the most.
Will we succeed? I don’t know, but let’s at least try, because resilience alone is not enough.
