Federviti launches resolution: Ticino wine first choice, imports only as last resort

Context

TL;DR

• Federviti assembly held in Biasca to address wine sector crisis
• New resolution prioritizes Ticino wine at public events
• Grape yields at lowest in 25 years amid declining consumption
• Federviti aims for generational renewal and structural reform

Key facts

• Event Date: March 19, 2025
• Location: Swiss Rail Park in Biasca
• Federviti President: Davide Cadenazzi
• Production Drop: 30% decrease over the past decade
• Export Decline: 15% annually since 2020
• Yield Limit Decision: Expected by June 2025
• Closure Risk: Up to 20% of local wineries within three years

On March 19, 2025, the annual assembly of Federviti, the association of Ticino wine producers, was held at the Swiss Rail Park in Biasca. The meeting highlighted a sector in crisis, with grape yields at their lowest in 25 years and consumption already declining in 2026. President Davide Cadenazzi emphasized an 'epochal shift' in consumer habits, driven by greater attention to health, economic sustainability, and taste preferences.

But the issue is not just about demand. Cadenazzi also pointed out a 'lack of sensitivity' toward local products at some high-profile events, where Ticino wine is often absent. To counter this trend, Federviti has adopted a resolution urging that Ticino wine be the first option, Swiss wine a strong alternative, and foreign wine only a last resort. 'It is no longer acceptable for Ticino wines to be missing from public events, even those of international appeal,' Cadenazzi declared.

In addition to the resolution, the assembly addressed the need for generational renewal within the federation. After two years as president, Cadenazzi admitted that 'the current presidential role is outdated': more diverse skills and fresh talent are needed. 'Drawing from outside the committee could be a good way to foster renewal, both within Federviti and in the cantonal committee.'

A bleak 2025 for the sector

Federviti’s economic situation is dire: the association closed 2025 with a negative balance sheet after years of losses. Among the planned measures is a simplification of the VitiSwiss levy, which will now be applied directly to payments received from winegrowing businesses. However, the definition of yield limits per square meter will have to wait until June 2025: 'Decisions on this are still being finalized,' Cadenazzi clarified.

📊 Critical figures: The sector has seen a 30% drop in production over the past decade, with exports declining by 15% annually since 2020.

Ticino wine: between identity and the market

The Ticino wine sector faces a dual challenge: on one hand, competition from foreign wines at more competitive prices; on the other, a radical shift in consumer habits, increasingly oriented toward health-conscious and sustainable choices. According to Cadenazzi, the resolution adopted yesterday aims to reverse this trend by promoting Ticino wine as a premium product rather than a fallback option. 'We can no longer afford to see our wine relegated to second place at major public events,' the president stressed.

Reactions from the wine sector

The assembly also highlighted structural challenges, including the need to modernize cultivation and marketing techniques. Federviti is considering new tools to support local producers, though no specific details on potential incentives or additional funding have been provided yet. 'We are working to make Ticino wine more competitive, but coordinated policies and resources are essential,' Cadenazzi concluded.

⚠️ Sector alert: Without urgent action, the association warns that up to 20% of local wineries could face closure within three years.

Operational details

Federviti’s resolution arrives at a time when Ticino wine risks losing visibility not only abroad, but also in its own domestic market. For cross-border workers living in Ticino and working in Lombardy, this situation can have tangible practical implications. For example, the choice of beverages at public events or corporate dinners could be influenced by the availability of local wines compared to foreign ones, with potential repercussions for Ticino’s economy.

Before/after scenario

Before the resolution, at many events in Ticino and along the Italian-Swiss border, Ticino wine was often relegated to a marginal role—or even absent altogether. Following Federviti’s decision, event organizers are now expected to include at least one local option among the beverages served. For consumers, this means greater access to Ticino wines, but also pressure to prioritize them as a first choice.

Another critical aspect concerns price competitiveness. Ticino wines, due to Switzerland’s cost structure, are generally more expensive than foreign alternatives. However, the resolution emphasizes quality and territorial identity as added values. 'Ticino wine cannot compete on price, but it must compete on excellence and sustainability,' declared Cadenazzi. This could push producers to further valorize native grape varieties and sustainable cultivation techniques.

Challenges for local producers

Ticino winemakers face a dual challenge: on one hand, the need to modernize production to reduce costs and increase yield; on the other, the challenge of better communicating the value of their products. According to industry sources, many consumers—especially among young people and cross-border workers—take a more pragmatic approach to wine, prioritizing convenience and price over origin.

The role of institutions

Federviti, in collaboration with cantonal authorities, is evaluating support measures for producers. These include simplifying the VitiSwiss tax, which could lighten administrative burdens for wineries. However, it remains unclear whether tax relief or direct contributions will be introduced. 'We are working on multiple fronts, but swift decisions are needed to prevent further loss of ground,' added Cadenazzi.

What changes for cross-border workers?

For cross-border workers residing in Ticino and working in Lombardy or Piedmont, the resolution could translate into a greater offering of Ticino wines in local venues, restaurants, and events. This could encourage consumers to choose local products, with positive ripple effects on the regional economy. Additionally, the promotion of Ticino wine could strengthen a sense of belonging and territorial pride among those who live and work across the two sides of the border.

📊 | Aspect | Before the resolution | After the resolution | |--------|------------------------|---------------------| | Availability of Ticino wine | Marginal, often absent | Priority at public events | | Consumer preferences | Focus on price and convenience | Greater attention to quality | | Role of institutions | No specific intervention | Evaluation of incentives | | Competitiveness | Dependent on foreign costs | Emphasis on territorial excellence |

Next steps

By June 2025, Federviti will define yield limits per square meter and assess further measures to support the sector. In the meantime, the resolution approved in Biasca represents a first step toward greater visibility for Ticino wine. 'We hope this initiative can serve as a catalyst for the entire industry,' concluded Cadenazzi.

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Key points

If you're a Ticino wine producer or simply a consumer who cares about local wines, here’s how you can support Federviti’s resolution and help promote Ticino wines.

For producers

1. Participate in Federviti events: The association organizes tastings, fairs, and meetings to highlight Ticino wines. Actively taking part can boost your product’s visibility.

2. Update your communication: Highlight Ticino’s origin and the unique qualities of your wines on your labels, website, and social media. For example, emphasize the origin of your grape varieties, sustainable farming techniques, or partnerships with local businesses.

3. Collaborate with restaurants and venues: Offer your wines to managers of restaurants, bars, and wine shops in Ticino and along the Swiss-Italian border. Ask them to include your wines among the local options they serve to customers.

4. Adopt sustainable practices: Federviti is considering promoting wines produced using eco-friendly methods. If your winery already follows these practices, let your customers know to stand out from the competition.

5. Stay updated on deadlines: By June 2025, Federviti will set new yield limits and evaluate potential incentives. Keep yourself informed about the association’s official communications to avoid missing funding or support opportunities.

For consumers

1. Ask for Ticino wines: Next time you order a glass of wine at a restaurant or attend a public event in Ticino, ask whether they have local wines on the menu. If they don’t, let the staff or event organizers know.

2. Buy directly from producers: Visit Ticino’s wineries during their public opening days or attend events like Vinòforum in Lugano. Purchasing directly from producers supports the local economy and lets you discover niche wines.

3. Share your experience: Use social media to promote the Ticino wines you’ve tried. Tag the producers and mention Federviti to increase visibility for the resolution.

4. Attend Federviti tastings: The association hosts wine-tasting events that showcase Ticino wines. Participating is a direct way to support the sector.

5. Support venues that serve them: If you find a restaurant or bar offering Ticino wines, leave a review on platforms like TripAdvisor or Google Maps. Choose these venues over those that only serve foreign wines to send a clear message to demand.

Useful tools for further information

• Discover Ticino wine producers
• Calculate savings from direct purchases from wineries
• Find events and food and wine fairs in Ticino
• View the map of Ticino’s vineyards

What happens if the resolution is not respected?

Currently, Federviti’s resolution is not legally binding. However, the association plans to monitor compliance and report any cases where Ticino wines are excluded from public events. 'Our goal is to foster a culture of responsible consumption, where local wine is seen as an excellence to promote, not a secondary option,' said Cadenazzi.

If you encounter a situation where an event or venue does not offer Ticino wines despite Federviti’s resolution, you can report the incident directly to the association via its official website. Federviti will assess the situation and may take steps to raise awareness or, in extreme cases, escalate the matter to cantonal authorities.

Source: ticinonews.ch