The Anteprima 2022 was the occasion for the announcement of the rating for the 2021 vintage and to introduce the 2019 Vino Nobile di Montepulciano and the 2018 Reserves on the market as of this year

The 2022 Preview of Vino Nobile di Montepulciano returned to normal after a vintage in reduced form, held in the ancient Medici Fortress, which since April 2018 has also been the headquarters of the Consorzio del Vino Nobile di Montepulciano and its enoliteca. Careful renovation work brought to light important archaeological finds that were highlighted by a crystal floor adjacent to the bar-restaurant area equipped with a terrace with a panoramic view of the Temple of San Biagio, the Val di Chiana and the Val d'Orcia. At the enoliteca it is possible to taste more than 100 labels from all the producers associated with the consortium, which is enjoying excellent health as never before. Proof of this is the heritage of Vino Nobile di Montepulciano, which has 2000 hectares under vine. Of these, 1,210 hectares are registered as Vino Nobile di Montepulciano Docg, while 305 hectares are registered as Rosso di Montepulciano Doc. More than 250 vine-growers cultivate these vineyards (there are about 90 bottlers in all, 75 of whom are members of the producers' consortium). About a thousand permanent employees are employed by the wine sector in Montepulciano, plus an equal number of seasonal workers. In 2021, 6.8 million bottles of Vino Nobile (+21.4% compared to 2020) and 2.6 million of Rosso di Montepulciano (+6.4% compared to 2020) were placed on the market.  2021 was an important year for the Vino Nobile di Montepulciano market compared to the previous year characterised by restaurant closures and a downsizing of exports. Well, the Vino Nobile di Montepulciano market in the year just ended saw a significant increase in the domestic market.

Exports, which nevertheless remain the main outlet, accounted for 70% (78% in previous years), while the remaining 30% is sold in Italy. The growth trend of recent years continues with direct sales on the farm, which reached 30% in 2021. As far as the national market is concerned, 40% of sales are recorded in Tuscany. In the North, 34.4% is sold (+20% compared to 2019). As far as foreign markets are concerned, the pie is divided in half between Europe and non-EU countries. Germany continues to be the leading market for Nobile with 39% of the export quota. The second most important country is the United States, accounting for 26% of Vino Nobile di Montepulciano exports (+4% compared to 2019). Asian, Balkan and non-EU markets were also successful with over 4% of exports. The growth trend continues in Canada, which alone accounts for 4% of exports. A truly significant figure is the market share of organic Vino Nobile di Montepulciano, which accounts for 42% of sales in Italy and 69% internationally. This figure also reflects organic production in Montepulciano (more than half of the Consortium's members are now organic or in conversion) and goes in the direction of Equalitas certification.

Anteprima 2022 was the occasion for the announcement of the rating for the 2021 vintage and to introduce the 2019 Vino Nobile di Montepulciano and the 2018 Reserves on the market from this year. Tourism in 2020 and also in 2021 is growing again, but in a different way than usual. Many Italians have arrived, compared to the past, of all age groups. In Montepulciano in particular, there has been a great wave of arrivals from the so-called "Generation Z", between the ages of 20 and 25. It is precisely this new group of "budding" consumers that the Consortium, together with its member companies, wanted to carry out a market analysis. According to the research carried out by the Consortium together with the Municipal Administration on a sample of more than half of its companies, 93% of them have already started to receive "Z" consumers, more than 70% of whom arrive via the Internet (private websites or booking portals), and 12.5% by word of mouth. The preferred type of visit, for 81.3%, is a description of the company followed by a tasting, for 15.6% just a tasting. Among the main curiosities requested by "Generation Z" consumers are practices in the cellar, but above all sustainability, i.e. the actions companies take to support the territory and the environment. The "Z" consumer would be very interested in this topic (23%), and 15% would be fairly interested. The average expenditure of young consumers is no more than 30 euros for 50% of them, but for 40.6% it goes beyond up to 60 euros, and lower (9.4%) between 61 and 100 euros. In order to welcome these new consumers in the best possible way, companies have undertaken training activities: over 40% of those interviewed stated that they had organised ad hoc initiatives, in particular through educational visits to wineries, with small in-company or online courses. According to 37% of the wineries surveyed, the average level of general knowledge about wine is between sufficient and medium-high. What are the trends among new consumers? Rosé wines, sustainable wines with a storytelling, the possibility of finding bottles on the Internet through e-commerce.

 2021 was an important year for the Vino Nobile di Montepulciano market compared to the previous year characterised by restaurant closures and a downsizing of exports. Well, the Vino Nobile di Montepulciano market in the year just ended saw a significant increase in the domestic market. Exports, which nevertheless remain the main outlet, accounted for 70% (78% in previous years), while the remaining 30% is sold in Italy. The growth trend of recent years continues with direct sales on the farm, which reached 30% in 2021. As far as the national market is concerned, 40% of sales are recorded in Tuscany. In the North, 34.4% is sold (+20% compared to 2019). As far as foreign markets are concerned, the pie is divided in half between Europe and non-EU countries. Germany continues to be the leading market for Nobile with 39% of the export quota. The second most important country is the United States, accounting for 26% of Vino Nobile di Montepulciano exports (+4% compared to 2019). Asian, Balkan and non-EU markets were also successful with over 4% of exports. The growth trend continues in Canada, which alone accounts for 4% of exports. A truly significant figure is the market share of organic Vino Nobile di Montepulciano, which accounts for 42% of sales in Italy and 69% internationally. This figure also reflects organic production in Montepulciano (more than half of the Consortium's members are now organic or in conversion) and goes in the direction of Equalitas certification.
 
 The year 2021 had a very extraordinary weather pattern, both in terms of rainfall and some thermal peaks in the spring. The total annual rainfall was 510 mm, a decidedly low figure, about 25% less than the average annual rainfall for the area. With regard to temperatures, the months that differed greatly from the averages for the period were March and especially April, which recorded particularly low minimum temperatures. In April, on the night of the 7th to the 8th, night-time temperatures dropped below zero for many hours, reaching as low as -7°C in the valley bottoms, and causing problems during the hatching phase. Budding took place between 28 March and 27 April, flowering between 2 and 15 June and veraison between 27 July and 26 August. The harvest took place between mid-September and early October. The 2021 wines, tasted after malolactic fermentation, have very strong colours, intense aromas dominated by hints of ripe fruit and a notable structure characterised by abundant tannins and good acidity. On an analytical level, there are high values for colour intensity and tone, alcohol, extracts and total polyphenols, as well as average levels of acidity and pH.

More than 40 Vino Nobile di Montepulciano wineries have selected a batch of Vino Nobile di Montepulciano for the 2021 harvest to become "Pieve". About 500,000 bottles are expected to be released for the first available vintage (2024), equal to about 10% of the production of Vino Nobile di Montepulciano. Compared to last year, when the specifications were presented, after the positive decision by the Region of Tuscany (the first step in the process), the Consortium is now waiting for the definitive approval of the Wine Committee of the Ministry of Agriculture, Food and Forestry.  The idea of creating a Vino Nobile di Montepulciano with the "Pieve" mention (currently the regulations provide for Vino Nobile di Montepulciano and Vino Nobile di Montepulciano Riserva) was born out of a methodological process that saw the consent and participation of all the producers. A path of study within the denomination itself, which, thanks to moments of meeting, comparison and collective analysis, has led to the birth of a univocal "vision" of Vino Nobile di Montepulciano. A vision also supported by expert research.

The historical study of the geology and geography of the area has led to the identification of 12 zones, defined in the production regulations as UGA (Additional Geographical Units), which will be preceded by the mention "Pieve" on the label. This aspect represents the identity of Vino Nobile di Montepulciano, which looks back to the past. The decision to use the place names of the ancient parish churches into which the territory was divided as early as the late Roman and Longobard eras stems from an in-depth study of history, the landscape and wine production. In particular, the Consorzio del Vino Nobile di Montepulciano wishes to reaffirm and codify a physical reality with ancient historical roots, which characterised the territory of Montepulciano until modern times and which is also echoed in the Leopoldine land register of the early decades of the 19th century, which divided the territory into sub-areas defined by toponym.

Sustainability, Valoritalia ready to certify the district of the Vino Nobile di Montepulciano appellation with the Equalitas standard. The Vino Nobile di Montepulciano Consortium has decided to strengthen its commitment to sustainable development by entrusting Valoritalia with the task of certifying the sustainability of the protected denominations using the "Equalitas" protocol. This decision comes at the end of a process that began a few years ago, which involved the active participation of most of the member companies and allowed them to mature and share a decision that will have a strong impact on the future development of the area. The first step in the certification process is expected to be completed by the end of the first half of 2022, and will enable Vino Nobile di Montepulciano and Rosso di Montepulciano to become the first sustainable appellations in Italy. In order to achieve this goal, over 70% of the companies have already invested in sustainable projects, while 90% have projects underway to build plants. More specifically, over 70% of Vino Nobile di Montepulciano wineries have a photovoltaic system and 35% have solar thermal systems for heat production. 20% have wastewater recovery systems, while 10% of companies have invested in geothermal energy. In recent years, around half of the companies have developed natural practices, such as fertilisation, grassing and the use of less impactful cultivation methods. This is linked to the concept of biodiversity, with most of the Vino Nobile estates practising organic farming, and some biodynamic.