Common Roots, New Challenges: Cantina Rauscedo Looks to the Future of Wine Through Innovation, Quality and Cooperation

Markets, changing consumer trends and sustainability take centre stage at the conference organised as part of the “Le Radici del Vino” event, celebrating the cooperative's 75th anniversary.

What does the future hold for the wine industry? How are consumer habits changing, and what strategies can businesses adopt to navigate an increasingly evolving market? These were some of the key questions addressed at the conference “Common Roots, New Challenges”, organised by Cantina Rauscedo as part of the Le Radici del Vino event.

The conference provided an important opportunity for discussion, bringing together leading figures from the worlds of wine, economics and international promotion to explore the transformations currently shaping the wine industry and identify new opportunities for growth. From evolving markets and changing consumer habits to sustainability and technological innovation, the discussions highlighted the need to combine adaptability, competitiveness and the enhancement of local identities.

The Roots of Cooperation, a Vision for the Future

The conference opened with remarks by Antonio Zuliani, President of Cantina Rauscedo, who emphasised the importance of the event as an opportunity to share the cooperative's identity and the values that guide its work.

“At a time when markets are experiencing a downturn and profound changes, our strength lies in our ability to continue investing in technology, sustainability and quality, while remaining firmly aware of our identity. We are a community of men and women working towards a common goal, sharing responsibilities, expertise and vision. We work in harmony with nature, never against it, because Rauscedo wine begins first and foremost with the land and the vineyard. It is from these roots that we continue to build our future.”

This vision places people, the local area and cooperation at its heart: the defining elements of a business model that has supported the growth of local viticulture for 75 years.

International Markets, Consumer Trends and New Opportunities

The conference featured contributions from prominent speakers, each offering a different perspective on the dynamics shaping the wine industry at both national and international level.

The first contribution came from Matteo Zoppas, President of ICE – Italian Trade Agency, who joined remotely to discuss the role of exports and international promotion, with particular attention to the ability of Friuli wines to represent Italian wine excellence around the world.

Denis Pantini, Head of Nomisma Wine Monitor, examined the evolution of global markets and consumer trends, while Alessio Planeta shared his insights into the relationship between territorial identity, innovation and competitiveness.

Communication and the creation of perceived value in wine were also explored, with contributions from Master of Wine Gabriele Gorelli and Christian Maita, named Italy's Best Sommelier by AIS in 2023.

Completing the programme were Flavio Geretto, General Manager of Cantina Rauscedo, and Yuri Zambon, Director of Vivai Cooperativi Rauscedo, who presented the experience of the Rauscedo system: a model capable of integrating production, research, innovation and cooperation throughout the entire wine supply chain.

Innovating Without Losing Our Identity

Among the key themes that emerged was the need to respond promptly to market changes by developing business models capable of combining quality, sustainability and competitiveness.

“At a time when consumption is declining, the answer can only be to produce what the market demands, while remaining true to our production vocation and the identity that has always distinguished Cantina Rauscedo,” emphasised Flavio Geretto, General Manager of the cooperative.

In this context, the members of the cooperative play a fundamental role. They represent its greatest human and productive asset, as well as a valuable source of insight into local developments and emerging market needs.

From this perspective, the Friuli DOC denomination represents a strategic asset, thanks to its versatility and its ability to respond to new consumer trends while enhancing the region's wine identity.

Looking ahead to the coming years, Cantina Rauscedo envisions a business increasingly built around two complementary pillars: bulk wine and bottled wine. Two expressions of the same company, sharing a common philosophy and one guiding principle: quality.

75 Years of History, a Vision Focused on the Future

The conference was one of the highlights of the celebrations marking Cantina Rauscedo's 75th anniversary, reaffirming the value of cooperation as a driving force for growth and development throughout the entire supply chain.

It was an opportunity to reflect on the journey so far, but above all to reaffirm a long-term vision founded on people, shared expertise and the ability to innovate while respecting the land and the cooperative's origins.

For Cantina Rauscedo, the future of wine is built in this way: by drawing strength from solid roots, interpreting the present and facing tomorrow's challenges with confidence and awareness.