Italian Wine International Market Data!

in the off-trade channel, namely that represented by large-scale distribution. According to the data illustrated by Circana during the round table “Wine and GDO” at Vinitaly, the first quarter of the year saw a significant decline: sales in large-scale distribution suffered a contraction of 4.5% in volumes and 2.7% in revenues compared to the same period in 2024.

This negative trend represents a worsening compared to the end of 2024, when the sector had limited the damage with a 0.7% drop in volumes but a 2.3% increase in value . The signal is clear: consumer interest in wine in large-scale distribution is decreasing, with visible consequences on the numbers.

Sparkling wines and discounts: the countercurrent protagonists

In this gray landscape, some segments shine for their resilience. Sparkling wines, driven in particular by the success of Prosecco , closed 2024 with a positive performance: 4.2% in volume and 3.6% in value . A result that confirms the progressive conquest of market shares by Italian bubbles, now stable protagonists also on everyday tables.

Discount stores also show above-average stability, supported by competitive pricing policies that attract more budget-conscious consumers. Compared to traditional large-scale retail trade, these chains have managed to contain losses better and maintain good attractiveness.

The whites are about to overtake the reds

Another interesting trend concerns the wine preferences of Italians, who are increasingly oriented towards white wines . In 2024, still red wines suffered a 1.3% contraction in volume , while whites continued their growth, narrowing the gap between the two categories. Analysts predict that, if the trend continues, whites could overtake reds within five years .

Among the emerging names, varieties such as Sicilian Inzolia and Vermentino stand out, which in 2024 recorded the most significant growth in volume. Also noteworthy is the excellent performance of rosés , which exceeded 37 million liters sold , confirming themselves as an increasingly popular alternative.

Foreign markets in trouble: the USA slows down

The difficulties of Italian wine do not stop at national borders. The international market is also sending out warning signals. In the United States , the main outlet for Italian wine exports, the first quarter of 2025 saw a 9.9% drop in volumes and 10.5% in value .

Although major denominations such as Prosecco, Brunello di Montalcino and Barolo continue to maintain their relevance, the sector as a whole is affected by geopolitical tensions , global economic uncertainty and growing caution in consumption . To complicate the picture, there is also the trend towards more moderate consumption of alcohol, confirmed by recent international studies such as that of the IWSR , which highlights a structural change in consumer habits.

An evolving supply chain: between challenges and new opportunities

The world of Italian wine is therefore in a phase of profound transformation, called to face complex challenges both on the domestic market and abroad. It will be essential to adapt quickly to new trends , such as the growth in demand for white wines and more responsible consumption.

At the same time, it will be crucial to strengthen the presence in emerging markets and rethink strategies to react to difficulties in traditional contexts. In this scenario, the decisive elements will be innovation, quality and the ability to intercept new consumer needs .

2025 does not look easy for Italian wine, but with strategic vision and a strong commitment to change, the sector will be able to transform the crisis into an opportunity for recovery.