This decline is attributable to an overall contraction in the US market, which saw a 7.2% reduction in total wine sales. In particular, Italian white and red wines suffered a 6.4% decline, while sparkling wines showed a slight growth of 1.5%. Appellations such as Prosecco, Brunello di Montalcino and Barolo maintained positive performances, contrary to other labels that recorded more marked declines.
A concern for 2025 is the possible introduction of tariffs by the United States on Italian wines. According to the Unione Italiana Vini (UIV), such duties could lead to an estimated loss of around 300 million euros in one year. To mitigate this risk, some US importers have increased their Prosecco stocks, anticipating possible tariff increases. In November 2024, imports of Italian sparkling wines into the United States increased by 41%, reflecting a preemptive strategy by importers.
Despite these challenges, opportunities are emerging in new markets. China is becoming an increasingly important market for Italian wine, thanks to the growth of the middle class and the interest in European denominations. Japan, South Korea and Canada are also showing an increase in demand, with a particular focus on organic and biodynamic wines. In Eastern Europe, countries such as Poland and the Czech Republic are increasing imports of Italian wine, supported by a growing wine culture and greater consumer spending power.
To face the challenges of 2025, it is essential for Italian producers to strengthen the perceived value of "Made in Italy", focusing on quality, authenticity and sustainability. Investing in consumer education and promoting lesser-known denominations could be an effective strategy to diversify the offer and conquer new market segments.
Furthermore, on February 22, 2025, as part of Identità Milano, the "Bollicine del Mondo 2025" Guide will be presented, an event that celebrates the excellence of sparkling wine production on a global level, offering a further opportunity to promote Italian excellence in the sector.
In summary, while Italian wine faces significant challenges, there are also numerous opportunities to consolidate and expand its presence on international markets, through targeted strategies and constant attention to quality and innovation.
