Will wine soon be listed as a UNESCO World Heritage Site?

The question of recognizing and protecting the cultural heritage of wine has become a strategic issue for the industry, in the face of increasing challenges. The International Organization of Vine and Wine and the Italian Ministry of Agriculture delved into the topic at the 58th edition of Vinitaly. The possibility of UNESCO classification is being considered as one of the action points.

Amid changes in consumption habits, growing health concerns, digital revolution, economic pressures, and demographic shifts, the wine culture is more exposed than ever. While the diagnosis is widely shared, the question remains crucial: what concrete solutions can be implemented to recognize wine as “a cultural asset and an important source of values and knowledge,” as emphasized by Dr. John Barker, Director General of OIV, aiming to open dialogue for this recognition.

The European political response includes targeted measures adopted at the European level a month ago, supporting the wine sector to remain competitive, adapt to challenges, and thrive. The EU has allocated 205 million euros to promote agri-food products, reaffirming support for the industry in a tense environment.

The commercial aspect is also crucial, with professionals urged to participate in diplomatic missions to countries like Japan, Brazil, Singapore, Thailand, Mexico, and potentially India in the coming years to leverage opportunities created by free trade agreements. Wine is not just a product but a lifestyle to be shared, fostering EU’s commitment to supporting the industry’s development.

Oenotourism and gastronomy play vital roles in enhancing the cultural heritage of wine, supported by additional EU funding for oenotourism activities. The recognition of Italian cuisine by UNESCO reflects the synergy between food and wine culture, offering a platform to showcase the territories’ history.

Moderation in wine consumption is highlighted as a cultural practice passed through generations, promoting responsible consumption and aligning with changing health and lifestyle trends. The millennia-old history of wine resonates with a healthy lifestyle connection, contributing to a better understanding of its cultural value internationally.

The OIV’s international perspective aims to safeguard the cultural heritage of vine and wine, with efforts to establish an international framework to enhance its recognition worldwide. Collaboration among stakeholders is crucial, with potential UNESCO recognition being discussed as a way to preserve traditions for future generations.

Italian authorities are leading the way in dispelling wine-related misconceptions, with symbolic gestures like the installation of the world’s largest wine bottle in Verona showcasing the multifaceted value of wine as a representation of land, culture, work, spirit of entrepreneurship, identity, and tradition to protect and pass on.