There’s little doubt this disruptive reinvention of the beverage category will impact wine and beverage alcohol consumption for a host of reasons. Among them is alcohol moderation or abstinence by younger consumers whose lifestyles already include frequent consumption of functional products. While beer and spirits producers have already found purchase in the category through brand extensions and acquisitions, wine producers don’t seem in any hurry to participate.
Vineyards and apple orchards lie under the soaring peaks that surround Bolzano, the bustling center of Alto Adige, a pristine and autonomous region in northeastern Italy. Less than a two-hour drive from Innsbruck over the dizzying Brenner Pass, Bolzano is a study in contrasts; a place where Austrian and Italian cultures merge and Old and New World lifestyles converge.