From the voice of the President of Banfi Srl and the Banfi Foundation, Banfi Foundationa reflection on the future of Italian wine: expertise, vision, and the ability to tell a new story are the keys to meeting the challenges ahead.

Italian wine stands at a crossroads. After years of expansion—when the market seemed ready to welcome every new label—the scenario has shifted: competition is fiercer, consumers more demanding, and markets increasingly saturated. In this context, standing still means losing ground.

This is the view of Rodolfo Maralli, President of Banfi Srl and the Banfi Foundation, in an interview with Fabio Piccoli for Wine Meridian. His words outline a clear course:

“This is no time for fear. It is a time for our sector to mature, to strengthen business culture, and to build solid brands that can endure and grow over the long term.”

Beyond the product: the importance of brand-building

For Maralli, the main challenge is moving from simply having a label to developing a brand strategy. A label can tell the story of a territory, but a brand builds value over time, maintains a presence in the markets, and stands out with consistency. Achieving this requires investment in training, managerial skills, and the ability to read market signals and adapt quickly.

A cultural and language challenge

According to Maralli, wine has lost some of its centrality in the collective narrative, particularly among younger generations. Complex language, self-referential storytelling, and an inability to communicate with immediacy have widened the gap.

“Young people are not only looking for a product—they are looking for experiences and an identity they can connect with. We must learn to speak their language—visual, fast, and engaging—without losing authenticity.”

Wine tourism as a strategic lever

Transformation does not happen only in the vineyard. Experiential hospitality and wine tourism have become pillars of growth, but they must be approached with strategic vision, moving beyond improvisation. Banfi has chosen to invest in an integrated model that combines quality, innovation, and an authentic bond with the territory.

Awareness, courage, and competence

To face the future, three fundamental elements are needed: awareness, to read the context clearly; courage, to step out of the comfort zone and experiment; and competence, to turn ideas into concrete strategies.

“A good wine alone is not enough to run a business. We must be true entrepreneurs, ready to see change not as a sunset, but as the beginning of a new season.”