At Vinitaly, the International Organisation of Vine and Wine (OIV), in collaboration with the Italian Ministry of Agriculture, Food Sovereignty and Forests, hosted a high-level roundtable dedicated to recognising the cultural value of vine and wine from a global perspective.
The event brought together institutional leaders and sector representatives to reflect on a dimension of wine that goes beyond its economic importance.
Opening the session, OIV Director General John Barker emphasised that wine is not only an economic product, but a cultural asset rooted in more than 10,000 years of human history. He highlighted that, in a context of evolving consumption patterns, demographic shifts and changing societal expectations, recognising and transmitting this cultural heritage is becoming increasingly important for the future of the sector. Opening remarks were also delivered by Italian Minister of Agriculture Francesco Lollobrigida and the European Commissioner Christophe Hansen.
The roundtable featured contributions from David Songulashvili, Minister of Agriculture of Georgia, and Dragan Glamočić, Minister of Agriculture of Serbia, who highlighted the deep historical and cultural roots of wine in their respective countries, underlining its role in shaping national identity and territorial heritage. From an industry perspective, Marzia Varvaglione, President of Comité Européen des Entreprises Vin (CEEV), stressed that cultural value also represents a key driver of competitiveness and positioning for European wines on international markets. Addressing the consumer dimension, Sandro Sartor, President of Wine in Moderation, highlighted the importance of cultural context in shaping perceptions of wine and promoting a more balanced and responsible approach to consumption.
The discussion also explored the need to strengthen international recognition of vine and wine culture beyond national frameworks. In this context, participants highlighted the potential role of international organisations such as the UNESCO and the FAO, alongside the OIV, in supporting initiatives aimed at preserving and promoting this shared global heritage.