President Calamai: “Let us avoid alarmism and trust in a stabilization of the sector; in the meantime, we are working on new markets and synergies to promote mindful consumption among young people, enhancing the cultural value of wine.”
September 23, 2025 (Scansano, Italy) — The 2025 harvest has begun for Sangiovese along the Tuscan coast, and early indications from the Morellino di Scansano Consortium point to a promising vintage. Favorable weather conditions have produced healthy grapes, with regular ripening and a balanced ratio of sugars and phenolic compounds. These factors are expected to yield wines of excellent quality, though volumes will be lower compared to last year.
“Quality is exceptionally high this year, while yields are reduced—both encouraging signs, given concerns about slowing consumption in domestic and international markets,” said Bernardo Guicciardini Calamai, President of the Consortium. “We must remain cautious, but there is no need for alarmism. These are cyclical dynamics we have faced before, and we trust the sector will stabilize, particularly after the setback caused by U.S. export tariffs. In the meantime, we are focused on developing new international markets.”
The Consortium will continue to invest in the promotion of Morellino di Scansano in Italy and abroad, emphasizing sustainability, authenticity, and strong links to its territory. The objective is to reinforce consumer confidence, expand into emerging markets, and confirm the denomination’s resilience in the face of current challenges.
Calamai also stressed the importance of communicating the cultural and social role of wine, particularly to younger generations:
“As a sector, we need a science-based information campaign that promotes responsible, balanced consumption while countering prohibitionist trends. Our message should not only speak to wine enthusiasts but also resonate with young people, using direct and accessible language. It is vital they understand that wine is not only a product, but part of our history, traditions, and community identity.”
