Sustainability is no longer a choice – it’s a moral and cultural necessity. We can’t talk about the future, or quality, without taking responsibility for protecting and regenerating the natural and human heritage we’ve been entrusted with. Wine comes from the land, and every agricultural act has an impact – on the landscape, the environment, and the community. Sustainability must be holistic: it involves viticulture, yes, but also energy, resource management, and the well-being of the people we work with. It’s a long-term vision that requires consistency and investment, but in return, it gives depth, identity, and credibility. Italy has a unique opportunity to lead this shift – merging tradition and innovation in a story of quality and accountability. That’s the real challenge: to make great wines that speak not only of terroir, but of the future.