27/05/2026
👇Read the caption and don't judge before reading👇
Let's start by saying that this is an ironic video. We're obviously aware that the discussion is very broad and nuanced (we always try to offer our own perspective, we don't expect everyone to agree with us), but the difficulties in the Langhe exist and are tangible.
It would be simplistic to blame the tariffs imposed by the US.
It's true that the US has always been the reference market, but in economics, there's a law: Diversification. Nowadays, owning a farm means doing business and therefore following the rules of the market, especially now that the boom years are over.
After this necessary introduction, let's analyze the structural problems plaguing the Piedmontese wine market:
-Diversification: it was easy to sell a large quantity of product in a single market (the US). Now that it's missing, how can we do it? 👇👇
-Zero protection for the Italian market: the wine supply chain is under stress, prices are out of line with the global economic situation, and especially in Italy. Wine is no longer uncorked at restaurant tables, and you might ask, why? Because it costs too much; it's purely a mathematical question! We need to make wine accessible in Italy again, so that it can be uncorked at tables or sold in wine shops at honest and human prices, not subjected to constant price increases during a market downturn
-Avoid underselling abroad, which undermines brand perception globally and, consequently, in all markets. We don't accept answers like: we also have mortgages to pay. Fine, the supply chain has been paying them for years, now it's no longer willing. Get off your pedestal and live in the real world
-Wine is not the cure for cancer, so after these years of excess due to peak demand, producers need to realign themselves, stop shunning those with up-to-date sales methods (yes, we've been told they won't give us wine because we sell on social media; we could write a book about the illogicality we've endured during this period🤣)and be less old-fashioned
That said, it's an ironic video, and as mentioned, it doesn't apply to all producers🙏
