Regarding the US market, it should be noted that American importers, after filling their warehouses in the early months of the year to stock up before the announced new customs tariffs, have put further orders on hold, given the doubts about the future of the sector. This was stated by Sandro Bottega, President of Bottega Spa , a winery in Bibano (Treviso), a leading Prosecco producer that exports to over 160 countries worldwide. He added: "Let's not forget that 2025 started off on the right foot and with excellent sales increases, a sign that Prosecco is one of the most popular wines in the world and that it never experiences a crisis unless external factors intervene to destabilize the market."
"Italy and Europe should push hard on negotiations," Bottega continues, "to obtain exemptions or at least a significant reduction in current tariffs. Within the EU, Orbán's Hungary appears to have obtained concessions that clash with the conditions applied by the US to other European countries."
Finally, he concludes: "Made in Italy is a flag that all governments, regardless of political affiliation, have flaunted as a symbol of our national identity. It should be defended and supported with targeted investments in promotion, trade fairs, and communications. These investments would pay for themselves, thanks to the increased revenue generated and the resulting increase in tax revenue. Unfortunately, interventions of this kind are rare today, just as they were rare in the past."
