Bardolino Novello Festival Promotes Youth Engagement in Wine Culture

Geared especially towards young people, the program of events aims to promote the 14th edition of the Bardolino Novello festival, which is the first in Italy to receive the DOC certification in this category of wine. Notably, on Saturday, November 10th, there will be the conference «Young People and Wine» featuring research on Bardolino DOC conducted by students from the evening course at ITC «Lorgna-Pindemonte» in Verona.

«Today’s youth, with their lifestyles and dietary patterns, are at the center of our reflections,» admits Giuseppe degli Albertini, president of the Consorzio Tutela Vino Bardolino. «We also know that they do not favor wine, and for this reason, we invite them to reconsider their relationship with this elixir of Bacchus.»

Positive signs and surveys on wine consumption among young people

Nonetheless, positive signs are not lacking, as highlighted by the survey conducted by Censis Servizi and presented during the last edition of Vinitaly, titled «Italians and the Wine World». The survey revealed that young people between 18 and 29 years old are showing the greatest increase in wine consumption, demonstrating willingness to pay more for a valuable bottle and engaging passionately in enotourism initiatives.

Moreover, they show a high level of mental association between wine, the aesthetics of the bottle, and the cultural and landscape cues from which it originates.