Italian vineyard market 2026: values are falling, but it really is the best time to invest.

After years of sustained growth, driven by exports, food and wine tourism, and strong international interest, 2025–early 2026 marks a turning point: falling land values, slowing wine sales, and greater investor selectivity .

But as often happens in mature markets, it is precisely in moments of uncertainty that the best opportunities arise .

Falling Vineyard Prices: What's Really Happening?

In recent months, a clear fact has been recorded:

• red grape vineyards : average declines from –25% to –35%
  (Montepulciano, Chianti, Morellino, Valpolicella, Amarone)
• white grape vineyards : greater retention of values
• Prosecco DOC : in some areas it drops to €200,000/ha ,
  while the DOCG quality areas remain between €360,000–€500,000/ha
• All Italian wine-growing areas , without exception, show signs of reduction in values, except for very rare new emerging micro-areas

This doesn't mean a structural crisis. It means the end of the speculative phase and a return to a more rational market.

Average value of vineyards in Italy: updated data

According to the latest land market analyses:

• National average value of vineyards : approximately €58,000/hectare
• Vineyards are worth 4–5 times more than standard farmland
• High-quality appellations maintain high values
• The gap between "commodity" vineyards and "strategic" vineyards is widening

Today, value is no longer “how much a hectare costs”, but where it is located, what it produces and what business model it enables .

Why vineyards remain a strategic asset

The Italian vineyard is not just agricultural land. It is:

• production right (DOC, DOCG)
• territorial reputation
• access to premium markets
• basis for wine tourism, hospitality, brand experience

In a context of inflation, financial volatility and unstable intangible assets, the quality vineyard remains a real, identifying and defensible asset .

The main Italian wine regions and their investment potential

Abruzzo and Molise – Montepulciano and Trebbiano

Areas with still affordable prices , good agronomic yields and room for growth for those focusing on quality, organic and direct processing.

Langhe, Roero and Monferrato

UNESCO zone, very high values for Barolo and Barbaresco.
Selective market, but very high stability over time .

Bolgheri

A territory that is a symbol of modern Italian wine.
High prices, but global territorial brand .

Friulian Collio

Hillside vineyards, quality white wines, strong foreign interest.
Excellent balance between price and potential value.

Conegliano Valdobbiadene – Asolo – Prosecco

Prosecco remains a driving force, but the market is increasingly distinguishing:

• DOC = price pressure
• DOCG = estate and selection

Franciacorta

Classic Italian method.
Vineyards with a strong real estate and tourism component.

Gavi

Historic white, stable markets, suitable for industrial integration operations.

Lazio – Frascati

Area under revaluation.
Affordable prices, proximity to Rome, strong wine tourism potential.

Montefalco

Sagrantino as a niche wine of high identity.
Small market, but very consistent .

Puglia

Primitivo and Negroamaro.
Land values still competitive, strong international demand.

Sicily

Big island, big differences.
Etna is growing strongly, while other areas are still undervalued.

Trentino-Alto Adige

Among the most expensive vineyards in Italy.
Quality, precision, premium markets.

Valpolicella

Amarone is under pressure today, but it remains a global brand.
Interesting time for selective acquisitions .

Valtellina

Heroic viticulture, Alpine Nebbiolo.
Limited production, strong identity.

Verdicchio – Marche

White undergoing a strong qualitative revaluation.
Prices still attractive for far-sighted investors.

Why investing in Italian vineyards makes sense today

1. More rational prices

The market is realigning.
Those who enter today buy better than those who bought 3–5 years ago .

2. Natural selection

Improvised operators are exiting the market.
What remains are solid projects and informed investors.

3. Integration of services

Today, value is not just in the bottle:

• wine tourism
• farmhouse
• rural hospitality
• direct sales
• wine experience

A vineyard without a business model is nothing.
An integrated vineyard is a high-value agricultural enterprise .

Conclusion: it's not a crisis, it's a change of phase

The Italian vineyard market is not collapsing.
It's maturing .

For those who can read:

• the territory,
• the denomination,
• the positioning,
• economic sustainability,

This is one of the most interesting times to invest in the last 15 years .