Over the past thirty years, the domestic wine market has halved, pushing many companies to focus on exports. This contraction in domestic demand, combined with the decline in global consumption, has led to an increase in stocks in national wineries, especially in the Geographical Indication (GI) segment. In 2023, stocks exceeded 50 million hectoliters, exceeding annual production. The vineyard area decreased by 15% from 2000 to 2023, from 792,440 to 675,135 hectares, with significant variations between regions:
In 2024, sales in the domestic market through large-scale distribution showed a decline of 1.5% in the first nine months. Despite a timid recovery in the third quarter, the overall sales volume remained negative.
Export and International Markets
With a turnover of almost 14 billion euros, 240,000 producing companies and 8 billion euros in export value, wine represents 10% of the national agri-food sector. Despite a decline in 2023, Italy confirmed its position as the world's leading exporter in volume, ahead of Spain and France, and second in value after France, with a strengthened role in the sparkling wine segment. In 2024, Italian exports were driven by sparkling wines, especially Prosecco, which now represents 2 out of 10 bottles of Italian wine exported. Nomisma Wine Monitor estimates indicate export growth of more than 4% in 2024, exceeding 8 billion euros.
Regulatory and Geopolitical Challenges
The sector faces risks related to new European regulations that propose alarmist labels and higher taxes to discourage alcohol consumption. Organizations such as Coldiretti and Unione Italiana Vini have expressed concern, underlining that such measures could put a key sector of Made in Italy at risk. On the international front, US duties on Italian wine could determine an estimated loss of 330 million euros in sales in 2025, considering that the US represents a strategic market, with shipments that in 2024 exceeded 1.9 billion euros, equal to 24% of Italian wine exports in the world.
Consumption and Innovation Trends
The wine market is showing increasing polarization:
At the same time, the segment of organic, vegan and natural wines is gaining market share, responding to the new sustainability needs expressed by international consumers. In the United States, there is a growing interest in white, sustainable and low-alcohol wines, offering opportunities for Italian producers willing to adapt to these new preferences.
Conclusions
The Italian wine sector is at a crossroads, needing to balance tradition with innovation, addressing regulatory and geopolitical challenges, and adapting to changing consumer trends to maintain and strengthen its position in both domestic and international markets.
