The fortified wines have been an out-of-fashion and overlooked category for years. Now they are leading the growth of the Australian market. Plus, a foretaste of what is waiting for us with Vinitaly 2026 and other news.
The Australian Wine Market Outlook
The Australian wine market is projected to reach AUD 12.2 billion by 2026, growing at a compound annual growth rate (CAGR) of 4.6%. A significant trend identified is the shift toward "quality over quantity," particularly among health-conscious Millennial and Gen Z consumers who drink less frequently but choose higher-end, premium labels for special occasions. While per capita spending initially dipped between 2016 and 2021, it is expected to rise to $405.4 by 2026. The market is also seeing a rise in e-commerce and direct-to-consumer sales as producers seek to capitalize on digital retail trends.
Vinitaly 2026: Strategic International Hub
The 58th edition of Vinitaly, scheduled for April 12–15, 2026, in Verona, focuses on strategic incoming buyers and emerging consumer trends. The event will feature nearly 4,000 Italian companies and over 1,000 top buyers, with a significant increase in delegations from North America and Asia (specifically China, India, and Southeast Asia). New for 2026 are dedicated areas for No-Lo (low/no alcohol) beverages, an expanded Xcellent Spirits section, and a major focus on wine tourism. The fair is also integrating more digital tools, such as the "Bacco AI" platform, to facilitate business connections.
The Longevity of Pinot Noir
A landmark study using genome-wide ancient DNA from archaeological grape pips has revealed that the Pinot Noir variety has remained genetically unchanged for at least 600 years. A medieval sample discovered in Valenciennes, France, dating back to 1400–1500 CE, was found to be genetically identical to modern Pinot Noir. This provides direct evidence that this iconic red grape—believed to have originated in Burgundy—was already fully established as a distinct variety by the late 15th century. The study further notes that Pinot Noir is currently the fourth most widely cultivated variety globally and has acted as a major progenitor for many other well-known European wine cultivars. Interestingly, earlier Roman-era pips have also shown a high degree of relatedness to Pinot Noir, suggesting its ancestral roots may extend even further back into antiquity.
The "Green Dragon" Project
Ethica Wines, a global organization specializing in the promotion and commercial management of premium Italian wines in international markets, has launched a strategic initiative called "Green Dragon". The goal is to accelerate its presence in the APAC market with an initial investment of $5 million. The project involves establishing an independent company headquartered in Bangkok to manage a "route to market" that bypasses fragmented and non-transparent distribution models. The primary goal is to double Ethica's market share by 2029 through optimized logistics (including new warehouses in Bangkok and Livorno), a doubled sales force, and personalized marketing to better position Italian brands against competitors from France and Australia.