Gambero Rosso recently published a forward-looking piece on where the Italian wine industry needs to go by 2035. The themes are familiar: rethinking price positioning, leaning into regional identity, and building stronger entry-level lines that invite new consumers in.
From where we stand at Swirl, that answer already exists here in Japan.
Pinot Grigio, Prosecco, and Doppio Passo are among our most consistent performers, across both home delivery and restaurant accounts. They work because they are honest wines: good quality, approachable price, and no friction for the customer. No ceremony required.
The Japanese market has shown that Italian wine does not need to win on prestige alone. It wins on pleasure. As the Italian industry thinks about its next decade, that lesson is worth paying attention to.
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