The tricolour arrives on DOC and DOCG wines. Lollobrigida: "This is how we promote Italian identity"

Italian wine is turning red, white... and green. Agriculture Minister Francesco Lollobrigida’s “tricolour operation” brings patriotism to wine bottles too, with the introduction of the Italian flag symbol on the State seals.

This measure was introduced to coincide with Vinitaly. In fact, the Minister signed the amendment to the decree on the State Printing Office’s seals on 12 March, with publication in the Official Gazette on 4 April—just in time for the Verona trade fair and to respond—at least visually—to Trump’s tariffs.

The other new development: the digital passport

“A strong and symbolic decision: to promote Italian identity,” said Lollobrigida. “Wine is one of the pillars of our exports and deserves the right tools to be recognised, protected, and promoted around the world.”

But there’s more: the introduction of a QR code for DOC and DOCG wines as well, linking to the digital passport of the wine. The system had already been introduced on the (optional) seals of IGT wines, which came into force in January 2024.

From a tool of protection to a tool of communication

“The seals, originally created to fight counterfeiting, now also become a mark of identity and a tool of communication for the entire supply chain,” the Minister continues. “It’s a step forward, shared by producers, consortia and operators, which could pave the way for other sectors of Made in Italy as well.” This also places a greater emphasis on marketing, as well illustrated by the Prosecco DOC Consortium, which has adopted the seal (even though it is not mandatory for DOC wines) and already tested the digital passport.

Between nationalism and protection

A response to Trump’s trade war? Certainly, the tricolour, together with the digital passport, could become an additional weapon in times of tariffs to help prevent the inevitable counterfeiting and Italian sounding cases that will follow.

But for now, the real issue is not showing ourselves to be more nationalistic than others (especially since it’s Trump’s very own patriotism that will soon present us with a hefty bill), but continuing to operate in an open market. Protected and certified, of course. But free from unnecessary and harmful nationalism. So yes to the tricolour (though it won’t be enough on its own), provided it is backed by widespread communication in foreign markets—starting with the United States, where the very presence of Italian wine is under threat.