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According to the Unione Italiana Vini （Uiv） Observatory, More than 37 billion bottles of wine are consumed worldwide annually, more than half of which are uncorked in eight countries: the United States （14%）, followed by France （10%）, Italy and Germany （7%）, then China （6%） and the United Kingdom （5%）, Canada （2%） and Japan （1%）.   Epicenter areas of global consumption that, over the past two decades （1999-2019）, have seen wine demand increase by 27%, a race destined, however, to draw breath in the next two decades.   Compounded by the gradual rise in the average age and the concomitant worrying distance from wine by the younger generations, consumption rates are expected to increase by just 7%, with an average annual growth rate of 0.35%.

The wine-consuming world will no longer build its growth on volume, but on the evocative value expressed by bottles: from taste to experience, from the concept of sustainability, to lifestyle.   In this framework”, said the president of Unione Italiana Vini （Uiv）, Lamberto Frescobaldi, “the wine supply chain will have to increase the “premium” trend of its proposals, but also renew and rationalize an offer that today, in several cases, is out of focus with respect to a rapidly changing demand, young people first and foremost”.