Alvise Canella

Tommaso and Alvise Canella are the third generation of Casa Vinicola Canella, founded in 1947. Tommaso, 28 years old, joined the company in 2017 and is in charge of communication, marketing and foreign markets. Alvise, born in 2000, took his first steps in the company in 2021 and is in charge of digital communication and the graphics part.

The two brothers are the first representatives of the third generation to join the family business. They immediately focused on traditional and digital communication, especially related to their Bellini. Canella’s Bellini is an aperitif composed of three parts brut sparkling wine and one part white peach. It was first bottled in 1988, and the family has always aimed for a “zero kilometers” orientation of the product.

The wine is “from home”, as the company produces a wide range of sparkling wines, but peaches are also particularly controlled: in fact, the family produces about 40 percent of the peaches used to make the cocktail, with the remaining 60 percent coming from controlled supply chains in nearby Romagna. Their challenge is to innovate the target and related communication of a historic product like the Venetian aperitif. How? By exploiting, in a modern key, what have always been the cornerstones of the product: its proximity to the splendid city of Venice, and above all the quality raw material.

Generation Z: identikit of tomorrow’s consumer – session sponsored by AGIVI

This session offers an in-depth look at the new generation of consumers of today and tomorrow, “Generation Z”, which includes those born since 1997. Through an internal survey carried out on AGIVI member wineries, a real identikit of tomorrow’s consumer will be proposed. What are their favorite wines? What is their current portfolio? What is their news background? What are their main interests about the world of wine? These are just some of the questions the proposed study sought to answer.