There’s Generation X, Y, and Z. But while walking through the vineyards and steep Rive of Conegliano Valdobbiadene, you might encounter Generation CV—the youthful face of Conegliano Valdobbiadene DOCG. Representing 40% of the local workforce, these under-35s form one of Italy’s youngest wine-producing districts. United and forward-looking, they embrace innovation without losing sight of their roots.

A LABORATORY OF IDEAS AMONG THE RIVE

Viticulture is proving increasingly attractive to young people, as shown by a recent survey presented at Vinitaly: one in ten Italian businesses run by under-35s is dedicated to wine. To nurture this energy, the Consorzio di Tutela del Conegliano Valdobbiadene Prosecco launched the Young Club two years ago.
This group includes 85 young professionals aged 25 to 35, working across all aspects of member wineries—from vineyard operations to marketing and sales.

Back in 2013, there were just under 800 under-35s in the Denomination. In 2024, they number over 1,300—with women representing an impressive 37%, outperforming many other industries. This isn’t just generational change; it’s a quiet revolution. To better understand it, we met with the area leads for the Young Club—representing technical expertise, sustainability, and value—during one of their monthly meetings, where they shared insights from a recent study trip to the Champagne region.

THREE FACES, THREE STORIES, ONE VISION

Fabrizio, 32, is the fourth generation at Cantina Adami and oversees all technical aspects from vine to sparkling wine. With a diploma from Cerletti and a degree from Conegliano, he embodies the marriage of tradition and technical progress. As the technical lead of the Young Club, he’s focused on long-term thinking: “I’m convinced we need to look 30 years ahead,” he says with a confidence that makes it sound like he’s already been there.

Anna, 28, represents the third generation at Cantina Perlage, founded by her grand-father. She’s the brand ambassador for English-speaking markets. With a degree in Gastronomic Sciences from Pollenzo, she took the long road—gaining experience in Barolo before returning to the family business in May 2022. Within the Young Club, she leads on sustainability: “Sustainability is threefold—social, environmental and economic,” she explains. “Our goal is to make this region sustainable on all fronts”.

Marco, 33, is the third generation at Cantina Le Manzane. He studied enotechnics at Cerletti and now works as the production planner, coordinating orders and managing production with the winemakers: “It means deciding how many bottles to make, if we make them, and when”. He represents the value area within the Young Club.

THE DIFFERENCE THAT MAKES THE DIFFERENCE

What comes through clearly in their voices is a near-militant sense of purpose: Conegliano Valdobbiadene isn’t just any wine it’s “the Prosecco Superiore of these hills” and that difference matters. “Even if we only produce one in ten bottles of the global Prosecco output,” Fabrizio reminds us, “this difference must be communicated and protected”. Take the Rive – 43 micro-zones that highlight the region’s most prized vineyards – each tells its own story. They believe this value should be communicated, even by sacrificing quantity.

Their message isn’t limited to the wine. Anna points to the vast potential of the region, with its UNESCO status, for wine tourism: “Storytelling can start there too by promoting the beauty and heritage of this land. Having lived elsewhere for years, when I came back, I fell in love with it all over again”.

A UNITED FRONT

The group’s real strength is collaboration. Gone is the old localism, replaced by a shared vision of unity. “We don’t see each other as competitors, but as colleagues,” says Marco. “That creates a new kind of camaraderie”.
“The great thing,”Fabrizio adds, “is that we can talk openly and honestly about anything, sharing ideas and dreams. Then in ten years, when it’s our turn to lead the Denomination, this unity will allow us to make more informed decisions”.

What’s striking about these young people is their bond with the land. They’re not your typical millennials. They’ve chosen to stay, invest, and build something that lasts beyond themselves.
“Some people in our generation,” Fabrizio notes, “have refused to sell their great-grandparents’ vineyards to keep family traditions alive. It shows that young people do believe in this land and its potential.” “When I first got into wine,” Anna admits, “I didn’t see it as a permanent decision. But then I realized I could carry on a legacy where my ancestors had poured in blood, sweat, and love. And I changed my mind immediately”.

A REVOLUTION WITH DEEP ROOTS

What’s happening in the hills of Conegliano Valdobbiadene isn’t just a generational shift. It’s the emergence of a new leadership class with a clear roadmap: less production, more quality. Less parochialism, more teamwork. It’s a grassroots revolution, born on terraced vineyards and in hillside wineries a movement that looks ahead but still smells of soil and tradition.