“Younger consumers are less interested in tradition as a concept and more interested in values,” says Leonardo Moretti Polegato, the 28 year old son of Giancarlo Moretti Polegato, owner of Prosecco house Villa Sandi. “Transparency, sustainability, moderation and authenticity matter deeply to them. Wine doesn’t need to be simplified, but it does need to be communicated more clearly and inclusively, focusing less on hierarchy and more on context, purpose and real-world relevance.”
With the eyes of the wine world waiting to see what Gen Z consumers will do, Giancarlo has gone straight to the source for intel, with his daughter Diva, age 32, and Leonardo both taking on leadership roles at Villa Sandi to help inform the winery’s marketing, communication and brand strategies for the future.
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