The Italian wine sector: remaining competitive in an ever-evolving era

The global wine industry is going through a deep transformation due to evolving consumer behaviour, innovation in technology, recent environment challenges and increased competition from new global players in the industry. In this dynamic context, the Italian wine industry, renowned for its history, faces both opportunities and challenges. This thesis aims to analyse the dynamics of the modern wine industry with a specific emphasis on the Italian context and on how producers can remain competitive while adapting to structural shift. The first chapter offers a comprehensive overview of the Italian wine industry in terms of production trends, European and domestic regulation, and emerging trends such as the changing in consumer behaviour and the rise of new players in the industry. The second chapter discusses strategic responses to these changes, highlighting the importance of product and market diversification, market segmentation, innovation and sustainability, branding and e-marketing, as well as interinstitutional synergies and research and innovation centres The final chapter presents a case study of Viticoltori Ponte s.r.l., showing the application of a rebranding process to enhance visibility and reposition the brand in accordance with the aspirations of contemporary customers. Combining theoretical insights and empirical analysis, this thesis argues that Italian wine's competitive edge lies not only in its terroir and tradition, but increasingly in its ability to innovate, communicate effectively, and act strategically in response to changing market demand. These capabilities are fundamental to ensuring a sustainable and successful presence in both local and international markets.