Tommaso Canella has been named to the 2025 Future 40 by Wine Enthusiast, one of the world’s leading wine media sources. The annual award, which celebrates visionary professionals who are redefining the world of wine, beverage, and hospitality through innovation, connection, and inclusivity, was announced today by the magazine. Each year, Wine Enthusiast’s Future 40 honors leading figures who are advancing the entire industry. Formerly known as “40 Under 40,” the award now celebrates individuals of all ages working in the fields of winemaking, education, sustainability, design, and beyond, all united by their concrete contribution to a more inclusive and innovative future in the world of wine.
According to Wine Enthusiast, as the third-generation leader of Casa Vinicola Canella, Tommaso has successfully combined entrepreneurial spirit and cultural sensitivity to lead Bellini into a new era. From the recent product rebranding to the strategic partnership with Ethica Wines for international expansion, to the joint launch of the new Granriviera line, his work revolves around the intersection of quality, identity, and storytelling.
Tommaso Canella has been named one of Wine Enthusiast’s Future 40 for 2025, recognizing innovation and success in the world of wine and ready-to-drink.
Tommaso Canella: The Entrepreneur Revolutionizing the World of Wine in Italy
Tommaso Canella, 30, from San Donà di Piave (Venice) has helped transition the family business from producing pure Prosecco to the premium segment of ready-to-drink beverages (pre-mixed, ready-to-drink products) made with wine and PDO ingredients strictly made in Italy. Today, this category accounts for 75% of Canella’s total revenue, amounting to approximately €25 million. This growth has been fueled by the boom in the United States, which has led the company to double its revenue in the last year, with double-digit growth forecasts for 2025 despite the threat of tariffs. Thanks to the Bellini made with white peaches from Romagna and the recent Mimosa Granriviera (made with Ribera DOP oranges and Calabrian bergamot), the US market accounts for 40% of total revenues. Another 30% is generated by Italian demand, and the remainder is split between Europe (particularly Germany and Austria), South America, and especially Asia, a market heavily invested in together with the distributor specializing in fine Italian wines, Ethica Wines.
“It’s a great honor for me to be included in this list,” said Tommaso Canella, managing director of the company. I believe this recognition is born from relationships, shared ideas, and a collective vision. A brand ceases to be just a label when it begins to reflect the people behind it and the stories they convey. Only by presenting ourselves authentically every day and building human meaning around our work can a true connection be created. I dedicate this achievement to my family, who patiently supports even the wildest, sometimes chaotic, but always well-intentioned ideas. There’s always a direction within the chaos, and they’ve always been able to see it.
According to UIV Observatory data based on IWSR, ready-to-drinks represent the fifth largest beverage in the United States by share of American alcohol consumers, with a 38% share, more than double that of Italian users of the category. Millennials (aged 28 to 43) dominate the market, accounting for 49%; demand from Gen Z (up to 27) is also above average, at 40%. Pre-mixed beverage consumers are overwhelmingly female (42% versus 33% of men), particularly attracted to products with low or medium alcohol content. Ready-to-drink beverages are the only major category to have grown in the US market over the last two years (+2%), thanks in part to the high popularity among Hispanics, a rapidly growing population in the country.
