Bruce Sanderson and I interviewed 20 industry leaders from 12 different wineries for this issue’s cover story on Italy’s next generation. Among many common themes, how the wine industry communicates wine is the topic that showed the greatest consensus, in my opinion.
Read on for Alison Napjus’ full column from the April 30, 2026 issue, discussing the appeal of wine for Gen Z consumers, economic factors at play, current strategies for expanding industry access and more.
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