Appuntamento Soave was held on September 8 at the Officers’ Club in Verona. The Soave Wine Consortium organized the event in collaboration with the Strada del Vino. For the second consecutive year, it stood out as a key occasion for open discussion.
“Until a few years ago, producing wine was an ‘agricultural act.’ Today, producing wine—or doing agriculture and business in general—is a ‘political act.‘” With these words, Cristian Ridolfi, President of the Soave Protection Consortium, opened the reflection at Appuntamento Soave 2025, held yesterday evening at Verona’s Officers Club.
40+ Soave Doc wineries on Verona’s Most beautiful Terrace
Over forty associated companies participated, showcasing their interpretations of both fresh vintage and more evolved Soave wines on the Officers Club’s panoramic terrace.
“We are very pleased with the outcome of Appuntamento Soave,” commented Ridolfi. “In its second edition, it brings our wine back to Verona’s historic center and saw broad and diverse participation, from restaurateurs to sommeliers to wine enthusiasts.“
The wide presence of restaurateurs, industry operators, specialized press, and enthusiasts testified to the effectiveness of the one-day format, with activities divided by specific target audiences.
The Sold-Out Wine Enthusiast Masterclass “Soave seven”
The masterclass “Soave Seven, from Freshness to Longevity,” guided by Jeff Porter of Wine Enthusiast and aimed at restaurateurs, operators, and specialized press, sold out completely. It offered a cross-sectional journey from west (limestone soils) to east (volcanic soils), from fresher vintages to more evolved ones, demonstrating Soave’s strong capacity for evolution over time.
Three adjectives frequently returned during the day: contemporary, indigenous, and elegant. As the tastings demonstrated, elegance characterizes Soave in both vintage versions, which are fresher and more fruity, and in more evolved ones, with mineral references and tertiary aromas.
“Soave is in an ideal moment to establish itself as a great international white wine, thanks to its quality and ability to excite,” commented Jeff Porter. “Global consumers demand freshness, authenticity, and culture behind the wine. In the USA, the challenge is positioning, since Italian wines often cost too much compared to local alternatives or those from other countries. The key will be combining quality, cultural narrative, and sustainable pricing policy.“
Talk Show: from Climate Change to New Youth consuption patterns
The highlight was the talk show “Soave: Authentic, Indigenous, Contemporary,” moderated by Luciano Ferraro, Deputy Director of Corriere della Sera. Starting from wine, they addressed current affairs topics: from international economic and political situations to the revolution in how younger consumers approach food and beverages.
Michele Cannone, Lavazza Global Brand Director from Home, highlighted how experiences drive category evolution: “Wine has entered a delicate phase because consumption models are changing, especially among young people, and the offer hasn’t sufficiently rethought the experiences in which wine is consumed.“
Cannone brought the coffee example: “In 50 years, coffee, driven by codes born in the United States, from Starbucks in the ’90s to coffee shops in the 2000s, transformed places, rituals, and languages, putting experience rather than the product itself at the center.“
Cross-Sector Investments: from Automotive to wine
Achille Scudieri, Vice President of Adler Group and administrator of Tenute Scudieri, spoke about the Abraxas project in Pantelleria: “What we’re carrying forward is not just an economic investment, but also a cultural and value-based one, inspired by the deep connection with the land and the South. More and more large companies, even outside the agri-food sector, are deciding to invest in wine because today it represents a strategic asset, capable of telling a territory’s story and dialoguing with the world,” explained Scudieri.
“Staying in Tune” to manage changes
“This is a very particular moment that Italian wine, and Europe in general, is experiencing,” concluded Ridolfi. “In this phase that we could define as ‘temporary bewilderment,’ it’s wise to remain ‘centered,’ listening to one’s identity and value, to understand.“
“Those who make wine are, by definition, rooted to the land, and this certainly helps. It’s not about staying still, but rather ‘listening’ to the winds of change, trying to understand and manage them, without the risk of suffering their consequences heavily.“
The Consortium President then added: “The entrepreneur is someone who, by definition, knows how to find an advantage, their own reason to exist and operate, even in the most complex and challenging moments. Indeed, sometimes it’s precisely in those occasions that some get their breakthrough moment.“
US Market Insights: Positioning Challenges for Italian wines
Porter’s analysis of international markets provided crucial insights for Italian wine exports: “The challenge is positioning. Italian wines often cost too much compared to local alternatives. The key will be combining quality, cultural narrative, and sustainable pricing policy.“
This observation reflects broader challenges facing Italian wine producers in the competitive US market, where value perception increasingly drives consumer choices among younger demographics.