Italian wine is changing the way it speaks. It is not abandoning its history but rewriting its narrative to engage with a present that is increasingly complex and in constant transformation. It is within this context that the leadership transition at Agivi, the Association of Young Italian Wine Entrepreneurs, takes shape, opening a new chapter driven by generational energy and a distinctly contemporary vision. Vittoria Rocca takes over the presidency from Marzia Varvaglione, inaugurating a term that aims to redefine the relationship between wine, the market and the new generations.
Vittoria Rocca appointed new president of Agivi, with Tommaso Canella and Martina Centa as vice presidents
Born in 1991 and already vice president during the previous term, Vittoria Rocca was elected unanimously by the Board of Directors. Alongside the commercial director of Angelo Rocca & Figli, the next three years will see vice presidents Tommaso Canella (Casa Vinicola Canella Spa) and Martina Centa (Soc. Agr. Roeno), forming a team that blends experience with renewal.
The handover represents a continuity built over the years, while at the same time opening the door to a new phase that looks decisively toward the evolution of the sector and its models.
A leadership transition in a complex and changing market
The appointment of the new president comes at a delicate moment for the wine sector, marked by shifting consumption patterns, external pressures and new global dynamics.
In this scenario, the vision of the new leadership aims to turn challenges into opportunities, highlighting the role of younger generations as key drivers of change.
This is underscored by Vittoria Rocca herself:
“First of all, I want to thank Marzia Varvaglione for leading Agivi with authority and credibility, contributing decisively to the growth and strengthening of the association,” said Vittoria Rocca. “I take on this role with enthusiasm and a strong sense of responsibility, at a particularly complex time for the wine market. I am convinced that young entrepreneurs can seize this moment of difficulty and turn it into an opportunity for growth and renewal for the sector, bringing a fresh outlook to the market, open to innovation, to new consumer sensitivities and to the business models that are reshaping the industry. This is why we want to commit to making wine increasingly attractive to younger generations, telling its cultural, social and emotional value through tools and languages capable of speaking to the present. ‘Let’s make wine sexy’ is not just a slogan, it is our manifesto.”
“Let’s make wine sexy”: the manifesto of Agivi’s new course
The heart of the new mandate is encapsulated in an expression that goes beyond the dimension of a slogan to become a strategic vision.
“Let’s make wine sexy” is a collective call to renew the language of wine, making it accessible, desirable and relevant to younger generations.
The manifesto defines a new approach to communication and positioning: wine is no longer a static object of tradition, but a cultural, social and emotional experience capable of creating connections. The goal is to build a bridge between heritage and the future, between authenticity and innovation, preserving the identity of wine while adapting its narrative to contemporary codes.
The role and history of Agivi
Founded in 1989, Agivi today represents a network of 150 young entrepreneurs, with an average age of 33, committed to shaping the future of Italian wine.
During the previous term, the association recorded significant growth, welcoming 82 new members and expanding its base by 43%, consolidating its role within the sector.
This evolution continues under the new leadership, reinforcing Agivi’s positioning as a platform for dialogue, training and development.
Outgoing president Marzia Varvaglione, now head of the Ceev and vice president of Uiv, also confirms the strength of the path taken:
“I pass this baton with great satisfaction and with the awareness of leaving Agivi in excellent hands. These have been three intense and demanding years, but also extremely important for the growth of our association, which has strengthened its representation and its role within the sector. I am particularly pleased that this journey continues in the spirit of continuity with Vittoria Rocca, to whom I wish the very best, confident that she will guide Agivi with competence, passion and vision.”
