IN BREVE
- The Distillato di Valori project showcases the work of Italian distilleries through the AssoDistil Youth Section Instagram page.
- The participating distilleries share videos, tours, and interviews to provide visibility into production processes and family histories.
- The project encourages the involvement of young entrepreneurs, addressing the challenges of generational handover in the sector.
- Digital communication represents the first phase, while the second will include educational programs for schools and universities.
- Distillato di Valori will culminate in a celebratory festival, uniting generations and highlighting the cultural heritage of Italian distilleries.
Italian distilleries are opening their doors, albeit in a digital format. Distillato di Valori is the name of the project launched by the Youth Section of AssoDistil to show what happens inside companies in the sector. At its heart are people, production processes, technical steps, family stories, and new entrepreneurial visions.
The initiative takes shape on Instagram through the AssoDistil Youth Section (@assodistil.giovani) page. The entities involved—Caviro Extra, Distillerie Bonollo, Distillerie Pisoni, Distilleria Numa, Distillerie Deta, Italcoral, Distilleria Nardini, and Mazzetti d’Altavilla—share their activities directly through videos, company tours, interviews, and content created at production sites. The goal is to show the work behind a spirit and give a face to those leading the sector’s evolution today.
ASSODISTIL YOUTH SECTION AND GENERATIONAL HANDOVER
Distillato di Valori was born within the Youth Section of AssoDistil, which has entered a new phase in recent months under the leadership of President Davide Mansouri. This path has led to an internal reorganization, intended to make young entrepreneurs more involved and active in collective activities, starting with the sector’s communication.
The project comes at a delicate time for Italian distilleries. According to data from the Distilled Spirits Industry Observatory, 76% of companies are family-run and nearly 40% are currently facing a generational handover. This change affects not only ownership but also production models, communication strategies, and market positioning.
DIGITAL COMMUNICATION, TRAINING, AND FESTIVAL
The journey unfolds in several phases. The first, already underway, is dedicated to digital communication. Through social media campaigns, original content, and creative collaborations, the project aims to make the world of distilleries accessible to younger generations. The second phase will be focused on education and awareness. Programs for schools and universities, training meetings, guided tastings, and educational activities are planned to explore the cultural, historical, and production value of the sector. The journey will conclude with the creation of a festival dedicated to music, creativity, and distillery culture, designed as a moment for meeting and participation.
“Distillato di Valori is only at the beginning of its journey. The stories, faces, and passions it will tell in the coming months will become the thread that unites different generations, showing that the heritage of Italian distilleries is not a static legacy, but a living force that continues to transform,” says Davide Mansouri, President of the Youth Section of AssoDistil. “With this project, we want to light a spark: one of curiosity, knowledge, and participation. A spark capable of bringing more and more young people closer to a sector that guards ancient traditions but looks far ahead, with the eyes of those who believe in the future.”
“And when, at the end of this journey, the project transforms into a major event of meeting, music, and creativity, it will be clear that ‘Distillato di Valori’ is not just a way to tell the story of a sector, but an invitation to feel part of a community that grows, evolves, and continues to believe in the strength of its territory and the people who bring it to life,” concludes Mansouri.
