Portraits
By Ellen Budge. Photographs: courtesy of Agivi, posted on 08 September 2025
As marketing gurus around the world debate the best options for reaching out to younger consumers, an Italian association of young wine entrepreneurs is not just talking the talk but walking the walk.
The Associazione Giovani Imprenditori Vinicoli Italiani (Agivi) is a dynamic network of young Italian wine entrepreneurs under the umbrella of the Unione Italiana Vini (UIV). With 150 members located from Piedmont to Abruzzo and Puglia, Agivi serves as a hub for under 40s in the wine industry. Its members run the gamut from wine producers to suppliers, brokers and wine shop owners, and its mission is to foster networking, education and collaboration to address industry challenges together. “Our aim is to promote cohesion and networking among young Italian wine entrepreneurs so the bigger our membership, the more effective we are”, explains Vittoria Rocca, export manager at Rocca Vini and vice-chair of Agivi.
Agivi was founded in 1989 under the umbrella of Italian trade association Unione Italiana Vini
Vittoria Rocca, vce-chair og Agivi, is a hands-on wine professional
Agivi was founded in 1989 by a group within the UIV who identified the need for a platform catering to younger industry members. Membership starts at 18 years old (LDA), and while 40 is the upper age limit, older associated members are actively involved in events and educational trips. “One of our main challenges is to overcome the generational gap, not just in terms of winery management, but also to reach out to younger consumers and better understand them”, says Marzia Varvaglione, the association’s chair and also business developer at the namesake family company. “Our younger members gather information and act as a link in the chain to connect younger generations like Gen Z and Millennials with Boomers for instance”.
Agivi's commitment to education is tangible through numerous initiatives. It organises tastings, takes part in international wine events such as Vinitaly USA and Gambero Rosso in Los Angeles, and sponsors prominent Italian events like Best Wine Stars in Milan. Travel is key, allowing members to explore and gain crucial insight into different wine regions and market dynamics. “Last year, we travelled to the Cava and Priorat regions in Spain and also to Franciacorta in Italy so that we could witness and understand the strong trend for sparkling wines first-hand”, explains Varvaglione. Another seminal issue is the Vitaevino campaign addressing the relationship between wine and health. “We believe one of the biggest challenges over the next few years will be wine and health. A lot of young people in particular are now focused on fitness and health and we need to teach them about the culture of wine, counter misinformation and show them that wine can be part of a balanced lifestyle”, adds Varvaglione. “We can also teach them that they don’t have to be experts to drink and appreciate wine”.
Agivi’s two-way mission also involves helping young wine entrepreneurs navigate the challenges of today’s international markets. By fostering discussions on common industry issues, Agivi helps its members develop solutions that suit various business models. “What’s interesting about Agivi is that we all have similar challenges but view them from differing perspectives”, explains Rocca. “Our task is to collate all these viewpoints and explore ways of overcoming our shared issues”. Whilst not minimising the headwinds currently faced by the wine industry, both Rocca and Varvaglione offer a refreshingly optimistic outlook for the future. “Wine continues to appeal to young entrepreneurs”, says Rocca. “The industry is full of great people, it has sound values, you get the opportunity to travel and it’s a rich source of information and culture”.
While attributing innovation in the wine industry solely to younger demographics would be an oversimplification, Agivi has championed trends like de-alcoholisation. “We were at the forefront in discussions with the ministry,” says Varvaglione, referring to Italy’s recent approval of de-alcoholised wines. Agivi takes a pragmatic stance on this oft-divisive issue: “Whether you support it or not, ignoring de-alcoholisation risks losing revenue and market share. These wines should complement our range and help attract younger consumers. They won’t be our core business, but we must embrace this opportunity.”
Agivi also sees strong potential for Italian wine in premium markets, emphasising diversification to navigate economic and geopolitical challenges. “We have opportunities in regions like South-East Asia and Africa, depending on income trends,” says Rocca, adding that “the US will remain a key focus for Italian wineries.” Varvaglione highlights growth in high-value wines, including niche reds, noting that consumers are drinking less but seeking quality and experiences. Sparkling wines and whites also present opportunities. By fostering innovation, collaboration and education, Agivi is shaping the future of the wine industry, in Italy but also potentially beyond. “Agivi can show young European wine entrepreneurs the value of such associations. I think this is a great time to reach out to them,” says Varvaglione — a clear call to action.
Embracing the future does not mean rejecting tradition and the past for Agivi members
Portraits
Portraits
Portraits