Vinitaly social superstar: in 7 days 14,700 contents and 98 million interactions

Thoughts confirmed by the analysis of social numbers. According to the analysis, a relevant element concerns the topics that structure the conversation.

At the centre is confirmed the excellence of Italia wine linked to the DOC/IGT designations, which alone is worth 16.8% of the mentions, followed by the institutional and political presence (15.8%) and the topic of exports and international markets (12.8%).

This trio well describes the balance on which Vinitaly moves: identity, country system and global projection. This is followed by sustainability (10.3%), tasting and drinking experience (9.7%) and wine and food tourism (8.9%), indicating growing interest in the experiential and cultural side of wine. More distant, but nonetheless significant, are the themes linked to technological innovation (7%), new generations (5.2%), economic impact (4%) and educational content such as masterclasses and conferences (2.9%), which complete the picture of an increasingly articulated sector between tradition, business and transformation.

Within this mass of content, some denominations emerge more than others that continue to function as true ambassadors of Italia wine in the world. In the lead among the most cited denominations on social networks are Amarone della Valpolicella (15.8%), Barolo (14.2%) and Prosecco (13.1%), followed by Chianti Classico and Brunello di Montalcino. This is no surprise: these are the most recognisable labels, those that best hold together prestige, export and territorial narration.

Next to the territories, there are the companies. The conversation rewards historical and structured names such as Marchesi Antinori (19.2%), Masi (15.6%) and Allegrini (13.4%), as well as Frescobaldi, Zonin, Bertani and Lungarotti, which confirm themselves as poles of media attraction as well as production. It is they, more than others, who transform their presence at the fair into content, amplifying visibility well beyond the pavilions.

Among the most cited institutional players are Giorgia Meloni (25.7%) and Luca Zaia (21.6%), followed by Alberto Stefani (9.1%) and Francesco Lollobrigida (8.2%). Numbers that tell the extent to which wine is now a field of institutional visibility and a strategic lever for telling the country's story. These are joined by system players such as ICE, Coldiretti, Unione Italiana Vini, Confagricoltura, the Ministry of Agriculture and Ismea, which consolidate the economic and strategic dimension of the event.