NEW ENERGY FOR A GREAT ITALIAN WHITE
Regions like Gavi, in Piedmont, have conquered the world thanks above all to the freshness of their wines, but also to their ability to evolve and gain complexity through bottle aging. Today, Gavi is rediscovering itself to reclaim a central role not only abroad but also at home, in Italy. It is doing so through its young generation, sending a powerful message: the future is ready. The future is Gavi—buoyed as well by current consumption trends that favor white wines over reds.
The Gavi Giovani Association, founded in 2024, now brings together around 40 producers and industry professionals. With an average age of 30, the group’s desire to promote and innovate has been revitalized. The region is growing and changing, moving with the times while remaining deeply rooted in tradition and embracing solidarity as a core value.
To tell their story, the group recently chose an iconic place within the denomination: the Forte di Gavi, the historic fortress that towers over the vineyards and town. It was the perfect occasion to showcase the dynamic nature of Gavi—through its sparkling, still, and reserve versions—while tasting local products and donating the proceeds of the June event to charity.
The association, led by Lorenzo Bisio, shared this comment:
“Gavi is a living denomination, made up of producers who believe in the value of their land, in food and wine culture, and in solidarity. Supporting the Pediatric Oncohematology Center of Pavia is for us a way to combine the pleasure of being together with a deep sense of social responsibility that we want to nurture.”
This renewed energy and desire for recognition by the younger generation, however, must contend with the current market reality: annual production stands at approximately 14 million bottles, with 92% exported. The key markets are the United Kingdom (62%), United States (13%), Germany (6%), and Russia (4%), along with other important destinations such as Japan, Canada, the United Arab Emirates, and over 100 countries worldwide. Commercial distribution is almost evenly split between large-scale retail (52%) and the HoReCa channel (48%), while only 8% of production is sold within Italy, mainly in the North (which accounts for 88% of domestic sales).
While Gavi’s international identity is firmly established, the challenge for the new generation is to win back the domestic market, making Gavi not only an ambassador abroad but also a more recognized and appreciated presence in Italy.
The road ahead is just beginning, but this new energy from a dynamic group of young winemakers can only bring renewed vitality to the entire region.
