Doubled turnover in twenty years and extraordinary growth on international markets: the 18 companies associated with the Istituto Grandi Marchi (IGM) have reached an aggregate value of 660 million euros , of which over 55% comes from exports. These data emerge from the research commissioned by the Istituto Grandi Marchi and carried out by Nomisma-Wine Monitor on the occasion of the twentieth anniversary of the Institute that brings together some of the most prestigious families of Italian wine, committed to promoting quality and winemaking tradition in the world. The results of the study were presented today in Milan, in the evocative setting of Terrazza Palestro, during a press conference dedicated to the prospects and successes of quality Italian wine on global markets.
The research explores the evolution and prospects of quality wine through the point of view of the associated companies, and then delves into the emerging trends and consumption behaviors of fine wines in the United States.
“Beyond the specific data, of undoubted interest for the entire wine movement, what matters most and flatters us is to record the growth in the weight of immaterial factors linked to the perception of our world, in the consideration of consumers in important markets in terms of values and volumes, such as the United States of America. Fine wines provide a key contribution to the image that typical lifestyles of Italian culture occupy in the mind of the public. This image is intimately linked to the positive values transmitted by the historicity, continuity, qualitative coherence of multigenerational family businesses that stand as custodians of the roots of their territories” declared Piero Mastroberardino, President of IGM.
According to the research, 70% of the foreign turnover of the associated companies comes from markets outside the European Union, with extraordinary growth in Asian markets which have seen wine purchases increase by over 130% in the last twenty years. The USA remains the main destination market for Italian fine wines, where despite the challenging economic context characterized by inflation and high interest rates, in 2024 there was - for the period January-November and at the overall level of wines - an increase in imports from Italy of 5% in value for bottled still wines and 10% for sparkling wines , in contrast to the market average which sees a slight decrease in purchases from abroad.
The study also analyzed the consumption behaviors of 2,400 US wine consumers (distributed in California, New York, New Jersey and Florida), revealing that today 30% of them define themselves as “real users” of fine wines , with a predominance of millennial consumers, men, belonging to the upper class and with a strong curiosity towards foreign wines. After local ones, Italian fine wines are the most consumed by Americans in the last year, thanks to their growing reputation. In fact, the perception of Italian fine wines in terms of class and elegance , attributes historically reserved for French wines, has grown: in 2024, 27% of American consumers associate these values with Italian wines, up from the 20% that emerged from the similar research carried out in 2017 by Nomisma Wine Monitor for IGM. Another particularly promising piece of data concerns non-consumers of Italian fine wines: 76% of them say they are interested in trying them , underlining the opportunities for further market expansion.
“The growth potential on the American market for Italian fine wines is concrete. Not only because we have been witnessing a premiumization of wine consumption for some time, but also because 44% of US consumers interviewed plan to increase their purchases in the next three years, compared to 50% who believe they will keep them unchanged and only 6% who instead plan to decrease them”, highlighted Denis Pantini, Head of Nomisma Wine Monitor.
The consumer of Italian fine wines is distinguished by a strong bond with Italy , which is expressed through Italian origins or direct experiences in the country, such as recent visits. This element plays a fundamental role in the valorization of Italian fine wines on the US market, where the choice of these wines is mainly influenced by three factors: brand awareness, recognition obtained in industry guides and the uniqueness of family-run companies. This last element is particularly relevant for millennials, with 16% considering it a determining aspect, compared to the 11% of the general average.
The importance of family business and cultural heritage, therefore, not only strengthens the reputation of Italian fine wines, but is also a crucial factor in attracting younger consumers, especially those under 35, who appreciate the quality and authenticity of the products.
