Icons — What Must Change?

Italian wine has built its global reputation on tradition, identity, and an extraordinary connection to place. Yet the future of the industry will not be secured by repeating past successes alone. It will depend on the courage to question long-standing assumptions, adapt to rapidly changing markets, and redefine how great wines communicate with a new generation of consumers.

Icons — What Must Change? brings together four pillars of Italian wine history — Allegrini, Tenuta San Leonardo, Conti Marone Cinzano - Col d’Orcia, and Pio Cesare — not to celebrate their past achievements, but to explore the responsibility that comes with shaping the future of Italian wine. These producers were once innovators who challenged conventions and helped define modern Italian wine. Today, as global reference points, they operate under constant expectation, scrutiny, and pressure. Every strategic choice — from vineyard practices to communication strategies — is amplified far beyond their own estates and interpreted by the entire wine world.

Through a curated tasting of iconic wines, this masterclass shifts the focus from history and style to decision-making under pressure. Each wine becomes the starting point for a deeper reflection on how leading producers decide what must evolve — in wine style, sustainability, communication, and market positioning — and what must be protected to preserve identity, credibility, and long-term vision.

Grola 2022 – Allegrini

Carmenère 2018 – Tenuta San Leonardo

Brunello di Montalcino “Lot 1” 2020 – Conti Marone Cinzano - Col d’Orcia

Barolo Pio 2022 – Pio Cesare