After several years of severe price tensions, the Italian wine market is entering a new phase of normalization. The 2025 harvest marked a general decline in wine grape prices, a phenomenon that is also beginning to impact the economic valuations of vineyards and wineries.
This is what emerges from the report "Wine grape prices recorded by the Chambers of Commerce – Harvest 2025" , prepared by Unioncamere , BMTI and analysed by Tenute Agricole 24 , which photographs an increasingly selective market, where only a few denominations still manage to maintain a positive trend.
Production stable, but demand does not support prices
In 2025, national wine production stood at around 44 million hectolitres , with a slight increase of 1% compared to the previous year, after the sharp rebound recorded in 2024 (15%).
Grape production also remains substantially stable, reaching almost 66 million quintals , a slight decrease (-0.4%) compared to 2024.
The problem, however, is not supply but demand. The slowdown in consumption, combined with the difficulties of some international markets and the cautiousness of operators, has led to a widespread drop in prices practically throughout Italy.
Piedmont: Nebbiolo loses ground
Piedmont is among the regions recording the most significant corrections.
In the Cuneo area, Nebbiolo destined for Barbaresco lost 27% , while that for Barolo recorded a decrease of 17.4% compared to the previous campaign.
If we compare the values with the average of the last five years, some prices are up to 32% lower, as in the case of Langhe Nebbiolo.
The variations were more limited in the province of Asti, where Barbera d'Asti fell by 5.6% , while Moscato remained substantially stable (-2.1%).
Lombardy: Franciacorta declines, Lugana grows.
Even in Lombardy the negative sign prevails.
Grapes destined for Franciacorta DOCG recorded a 10.2% drop, interrupting the growth observed in 2024.
Bucking the trend, Lugana DOC in the province of Brescia stands out, growing by 4.7% thanks to continued strong demand.
The situation is more difficult in the Oltrepò Pavese and Mantovano areas, where the prices of Barbera , Bonarda and Lambrusco Mantovano DOC have dropped by between 26% and 40% .
Veneto: Market split between stability and declines
Veneto continues to present very different scenarios depending on the denomination.
In the Verona area, grapes destined for Amarone and Recioto recorded further declines, respectively of 14% in the Classico area and 11% in the DOC area.
Soave remains substantially stable, while Lugana loses a 2.1% content.
Positive signals are coming from the province of Padua, where Cabernet IGT is growing by 11.8% , while Merlot IGT is decreasing by 6.7% .
Among the symbolic denominations of Veneto, the Glera destined for the Conegliano Valdobbiadene Prosecco Superiore DOCG confirms its solidity, maintaining a stable price of 150 euros per quintal .
Friuli Venezia Giulia: Sauvignon and Malvasia on the rise
Friuli Venezia Giulia shows an overall balanced picture.
Sauvignon recorded an increase of 3.8% , while Malvasia grew by 4% .
Pinot Grigio maintains its value of 130 euros per quintal , while Ribolla Gialla shows a slight correction of 4% .
Tuscany: Brunello records its biggest decline
Tuscany is probably the region that has seen the greatest reduction in prices.
Grapes destined for Brunello di Montalcino DOCG lost 42.9% , going from 437.5 euros to 250 euros per quintal .
Vino Nobile di Montepulciano also recorded a 15% drop.
Chianti Classico decreased by 5% in the province of Siena and by 5.6% in that of Florence, while Chianti DOCG decreased by more than 23% .
The main exception is represented by Bolgheri Rosso , which recorded a growth of 21% , still demonstrating a strong capacity to attract on the markets.
Umbria and Abruzzo still under pressure
Sagrantino di Montefalco DOCG continues the corrective phase that began in 2024, with a new decrease of 14% , after the -22% of the previous year.
Montefalco Rosso also lost a further 11% .
In Abruzzo, Pecorino DOP recorded a drop of 19.9% , settling at 63.75 euros per quintal , while Montepulciano d'Abruzzo limited the decline to 5.4% , still remaining above the average of the last five years.
Puglia leads growth thanks to Primitivo
In a predominantly negative national context, Puglia represents the true exception.
Primitivo grew by 39.3% , making it the denomination with the best performance in the entire national panorama.
DOC white grapes (13.7%) and IGT black grapes (14%) also show a positive trend, confirming the good moment of the Apulian wine sector.
What does this mean for the vineyard market?
The progressive reduction in grape prices is not only a commercial fact, but also an important indicator for the wine market.
Historically, the value of vineyards lags behind production profitability. Therefore, if grape prices remain lower than in recent years, it's plausible to expect a period of greater stabilization—and in some areas even a correction—in the economic valuations of vineyards and wineries.
Naturally, there are significant differences from region to region. Appellations with a strong international positioning, limited production, and high demand will likely continue to maintain high values, while less dynamic areas could see a more marked adjustment.
The scenario for 2026
The analysis by Unioncamere , BMTI and Tenute Agricole 24 , updated to 28 February 2026 , confirms that the Italian wine market is experiencing a phase of profound selection.
After the exceptional price growth recorded in 2021-2022, the sector is now facing a more balanced environment, in which competitiveness, quality, territorial identity, and commercial capacity will once again represent the decisive elements for creating value.
It will therefore be crucial for investors, vineyard owners, and industry operators to closely monitor market developments in the coming months, as this phase could present new investment and business consolidation opportunities.
