US tariffs: no exemption for European wine
The New York Times confirms: the EU-US negotiations do not include alcohol among the "zero-for-zero" products. Tariffs remain at 15% , putting Italian and European producers in difficulty. Italy is the most exposed, with the US trade worth over 838 million euros (5.7% in the first five months of 2025).
Low-cost wines collapse in the US, while premium wines grow.
According to Drink Business and NielsenIQ, entry-level table and sparkling wines are down 6% , while sales of bottles over $40 are up 47%. Consumers, especially young people, are choosing European, quality wines (Barolo and Prosecco are leading the growth).
Italian exports on the rise
Despite tariffs, exports grew by 4.9% annually , driven by American purchases (10.3%). Germany and the UK are declining, Russia is plummeting (-45%), and Asia is also experiencing difficulties. Canada is growing sharply (9.8%).
Wine Spectator crowns Italy again
The prestigious magazine dedicates its cover to Italy: Umbria, a symbol of quality, nature, and history. The American passion for Italian wines and regional food and wine is confirmed.
Tariffs impact: US market under pressure
From 2.9% to 15% : tariffs are quintupling costs and pushing key appellations (Verdicchio, Moscato d'Asti, Chianti, Prosecco) into crisis. There is a risk of declining competitiveness and volumes. Italian wineries are taking action to mitigate the situation by diversifying into Asia and Latin America.
Fine wines: a crisis, but not for everyone
The Liv-ex indices remain in decline (-4.9% since the beginning of the year), but some wines are holding up and growing in value: Hermitage Rouge (36.8%) and Soldera Case Basse (18.1%) are among the world's top performers.
New duties also on glass
Starting August 7th, 15% tariffs will be imposed on standard EU wine bottles; sharp increases will also be seen on Indian and Chinese glass. American importers will have to rethink their sourcing and pricing strategies. Storytelling and perceived value become crucial weapons.
Alcohol consumption at historic lows in the US
Only 54% of adults report drinking alcohol (up from 62% in 2023). The "sober curious" culture is growing, driven by health concerns, higher costs, and new lifestyle habits. Consumption is also declining in Europe, with significant differences between countries.
France: widespread pessimism
Sixty-two percent of winemakers expect profits to decline in 2025. Climate, costs, and the impact of tariffs are all factors. Companies are shifting toward agroecological practices and renewable energy sources.
Italy: too much unsold wine
Inventories reach 40 million hectoliters . The UIV proposes reducing yields, suspending new plantings, and encouraging business mergers. Frescobaldi: "A 20% reduction in production is needed."
US demand still falling
According to the SipSource report, wine has lost 8.7% in volume and 8.5% in value since the beginning of the year. The restaurant industry is suffering (-7%), with the exception of Prosecco and Champagne. Consumer confidence remains fragile, and tariffs and trade instability are worsening the situation.
In summary
Italian wine continues to enjoy a strong reputation and solid exports to the US, but the scenario is complex:
2025 will be a year of resilience and strategic choices: innovation, market diversification, and the ability to communicate value will become decisive factors in transforming the crisis into an opportunity for growth.
