IN BREVE
- The Sangiovese harvest has begun on the Tuscan coast, with healthy grapes and regular ripening.
- The president of the Morellino di Scansano Consortium, Bernardo Guicciardini Calamai, highlights reduced yields but high quality for the 2025 harvest.
- Stabilization is sought after the shock of tariffs on exports to the United States and the opening of new foreign markets.
- Responsible consumption, especially among younger generations, is the Consortium’s goal
The Sangiovese harvest has begun on the Tuscan coast. The Morellino di Scansano Consortium confirms that the first harvesting operations show healthy grapes and regular ripening. The balance between sugars and phenolic components suggests quality wines. On the production front, however, there is a decrease compared to last year.
QUALITY IN THE SPOTLIGHT
“The 2025 harvest is characterized by excellent quality and reduced yields, two pieces of good news considering the concerns raised by declining consumption in both domestic and international markets,” explains Bernardo Guicciardini Calamai, president of the Morellino di Scansano Consortium.
The president urges caution, however: “Sometimes I see excessive alarmism. These are cyclical dynamics we’ve experienced before, and we hope this particularly complex moment can also be resolved, in which the economic situation is also affected by international factors. We look to the future with confidence and trust in a stabilization of the sector after the shock caused by tariffs on exports to the United States, which would represent an important sign of recovery. In the meantime, we continue to work to seize opportunities for opening new foreign markets.”
CONSORTIUM STRATEGIES
The Consortium confirms its commitment to promoting Morellino di Scansano, both in Italy and abroad. Actions will focus on enhancing the territory and sustainability, with the aim of consolidating the denomination, strengthening consumer confidence, and seizing opportunities in emerging markets.
THE ROLE OF WINE AMONG YOUNG PEOPLE
Guicciardini also emphasizes the importance of a shared commitment on the communication front: “As a Consortium, in line with other Italian denominations, we believe it would be necessary to launch an incisive information campaign based on scientific data that promotes responsible and balanced consumption while countering the prohibitionist trend that has been spreading against alcoholic beverages in recent years, particularly against wine.”
According to the president, the project should also target younger generations: “It is essential that young people understand the cultural and social value that wine represents: not just a product, but an element that has accompanied our history, our traditions, and the identity of local communities for millennia.”
