Tuscany’s wine industry continues to strengthen its position by focusing on an increasingly clear balance between quality, sustainability, and strategic market vision. This model prioritizes value over volume and finds its expression in Tuscany Preview Week and BuyWine Toscana 2026, two key events for understanding the evolution of Made in Tuscany wine.
The first event on the calendar is PrimAnteprima, scheduled for Friday, February 13, 2026, at the Cinema La Compagnia in Florence, which officially opens the week dedicated to the presentation of the new vintages of the main regional consortia. On March 11 and 12, at the Stazione Leopolda, it will be the turn of BuyWine Toscana, the B2B platform that connects Tuscan producers and international operators.
The Tuscan model: less volume, more value
The wine sector now accounts for 12% of the value of regional agricultural production, compared to a national average of 9%, confirming its status as one of the economic pillars of Tuscany. This is accompanied by clear leadership in terms of sustainability: over 23,000 hectares of organic vineyards, equal to 38% of the region’s vineyard area, account for 17% of all Italian organic viticulture.
Production in 2025 stands at 2.2 million hectoliters, down from the previous record year. This decline is not only linked to the effects of climate change, but also to a joint decision by the Region and the Consortia to reduce volumes in order to strengthen quality positioning. This approach is confirmed by the structure of the regional vineyard, where 97% of the area is DOP, compared to a national average of 65%.
PrimAnteprima 2026: a snapshot of the sector
These figures will be the focus of PrimAnteprima 2026, with the inaugural conference “The present and future of wine: the Tuscan way in a rapidly changing world”. The event brings together institutions, consortia, analysts, and professionals from the sector to take stock of markets, scenarios, and prospects.
The focus shifts from economic trends to a broader reflection on the competitiveness of Tuscan wine, including the protection of appellations, environmental sustainability, and new communication strategies. PrimAnteprima thus confirms its role not only as the opening event for tastings, but also as a guide for the entire sector.
Preview Week: the territories as a story
After Florence, Preview Week continues in the territories that symbolize Tuscan wine. Montepulciano hosts the Anteprima del Vino Nobile, followed by the Chianti Classico Collection at the Leopolda. The calendar continues with L’Altra Toscana, Chianti Lovers & Rosso Morellino and concludes with Valdarno di Sopra Day.
A journey that reflects the image of a diverse wine-producing region, where each appellation contributes to building a strong and recognizable identity on international markets.
BuyWine Toscana 2026: business looks beyond borders
With the 16th edition of BuyWine Toscana, the focus shifts to business. 190 Tuscan companies and 175 buyers from 49 countries meet at the Stazione Leopolda, with a significant number of operators experiencing Tuscan wine for the first time.
The United States and Canada remain strategic markets, flanked by a growing presence from Latin America and Asia, which alternates between mature markets—such as Japan and South Korea—and emerging countries such as Vietnam and Thailand. In Europe, interest is growing in Central and Eastern Europe and the Scandinavian countries, which are increasingly focused on quality, traceability, and sustainability.
New agreements, new opportunities
The international context offers encouraging signs. Free trade agreements between the European Union and Mercosur, together with ongoing negotiations with India, open up concrete prospects for reducing tariff barriers on wine. This scenario could further strengthen the competitiveness of Tuscan wines in high-potential markets.
To complete BuyWine, there will be wine tours reserved for buyers, with visits to wineries and masterclasses organized in collaboration with regional consortia, to offer a direct experience of the territories and their products.
The value of international recognition
In 2026, companies participating in BuyWine will once again be able to compete in the Concours Mondial de Bruxelles, one of the most prestigious wine competitions in the world. The results of the latest editions confirm a positive trend for Tuscan labels, with a growing number of medals and a concrete impact on commercial visibility.
