Gen V: The new face of Istria

‘It’s about a shared mentality and a desire to work together on new styles and innovations.’ This is the leading philosophy behind the Gen V group, according to its president, Gianna Kozlović, of Kozlović Winery.

Gen V is an organisation that sits within Association Vinistra. It represents the next generation of winemakers who are taking the reins as their parents head towards retirement. Established earlier this year, the group was named ‘Gen V,’ playing on the fact that its members, in their twenties and thirties, are part of ‘Gen Z’ – but with a ‘V’ for ‘Vinistra’.

Kozlović explains, ‘We want to include the children of winemakers, but also a younger generation dedicated to where they work.’ The group has around 40 members, who meet monthly to taste, brainstorm, and help each other decide on future directions.

A new vision

Today’s Istrian wine scene was reinvigorated in the early 1990s with a first generation of professional winemakers whose drive and determination took Istria in a new direction towards high-quality bottled wine. ‘It’s always hard to fill the shoes of parents who started everything,’ says Poletti Winery’s Matteo Poletti.

Mario Franković, of Franković Winery, agrees that there can be challenges: ‘In the beginning, I worked with my parents, it can be hard but it’s important to be together and to listen to the older generation.’

Putting Istria on the map

One of the main aims of the Gen V group is getting the word out more widely about the region of Istria, its terroir and climate. Dominik Anđelini, of Anđelini Winery, points out, ‘In some ways, it’s easier because people are interested in smaller regions, while it’s also harder because of greater competition.’

Tim Whitfield, originally from South Africa, and now the director of wine at Clai Wines, joined the Gen V group because he genuinely believes that working together will put Istria firmly on the world map. He says, ‘Coming from South Africa I’ve had the opportunity to see what helped a young wine generation grow internationally and, just as importantly, what didn’t work. I hope I can contribute some of those lessons.’

For Whitfield, the biggest challenge for the next generation is not merely following in the footsteps of the pioneers, but about building businesses that are sustainable in a world of rising costs, labour shortages and increasingly competitive markets.

Adapting for the future

Serafino Marco D’Urzo, winemaker at Cattunar Winery, adds that everything is changing at a dramatic pace, with both market and climate challenges. As he puts it, ‘We don’t have 40 years to learn and adapt, we have to do it at a canter.’ Engaging with the next generation of consumers is an important aim for Gen V, according to Kozlović, who believes that experiences for young people are key.

While young drinkers want fresher, easier styles, especially when it comes to red Teran, she sees that, with the right communication from producers, casual drinkers can be encouraged to explore more complex styles. DeFratta Winery’s Kevin Mušković and Filip Rossi of Rossi Winery are encouraged by greater interest among young consumers. As Rossi puts it, ‘We are seeing young people spending more money and time on their wine choices.’

Continuing a legacy

Gen V is committed to sharing the message that wine is deeply embedded in Istrian history, culture, and way of living, with its combined traditions of wine, food, and good company. It’s clear that there’s a real commitment to wine as a vocation despite the challenges that come with it. As Ivana Matošević, of Vina Brčić, enthuses, ‘I love to work with vines and wines. It’s not just about money, because it’s a tough job.’

The organisation offers a way forward for Istrian wine, building on the pioneering work of the previous generation. With Gen V setting the direction, the future of Istrian wine is exciting. As Whitfield puts it, ‘If we can stay collaborative while remaining brave enough to evolve, I think the best chapter of Istrian wine is still ahead of us’.

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