In 2024, Italians purchased 753 million liters of wine and sparkling wine in large-scale retail trade (-1.3% in volume, 2.2% in value). The market increasingly favors native vines , with Inzolia (12.9%) , Primitivo di Puglia (11.8%) , Vermentino (11.7%) and Ribolla friulana (11.3%) among the highest in volume. In value, Vermentino leads the ranking (13.5%) , followed by Primitivo and Lagrein.
The average price of denomination wines (Doc, Docg, Igt) stands at €5.57/litre , a slight increase (2%) compared to 2023. The best sellers? Prosecco (almost 50 million litres) , Chianti (16 million) and Lambrusco (15 million) .
Wine tourism on the rise: 9% of visits to wineries in 2025
Wine tourism is growing stronger with a forecast of 9% of visitors in 2025. After a 2024 closed with 16.5 million visits , the Open Winery project by Loquis enhances the territory with geolocalized podcasts. After Etna, it is the turn of Maremma (Tuscany) with the Sassotondo winery, symbol of Ciliegiolo and the volcanic terroir of Pitigliano .
70% of tourists are looking for authentic experiences related to food and wine. Loquis, with its 2.5 million users , wants to transform every visit into an immersive experience.
Wine and Youth: A Stronger Relationship Than Expected
According to Uiv-Vinitaly , Millennials (28-44 years old) and Gen Z (18-27 years old) are the real drivers of the wine market today. In Italy they represent 35% of consumers , in the USA they reach 47% . They love quality wines, are less loyal to brands and drink for socializing, rather than for table habit.
Wine becomes a status symbol for 56% of Italians under 44 (versus 28% of Boomers). In the USA, this demographic segment accounts for 35% of the value of usual consumption, also thanks to their propensity to purchase ultra-premium labels. In Italy, however, high-end wines still represent only 10% of the market .
US tariffs alert: the heart of Italian exports at risk
From 3 April 2025, 20% duties on European goods , including wine, will come into force. A measure that could cause losses of 323 million euros per year and put at risk 364 million Italian bottles destined for the American market. The most exposed wines include Prosecco, Chianti Classico, Brunello, Lambrusco, Moscato d'Asti and Pinot Grigio .
With Italy allocating 24% of its wine exports to the USA (€1.94 billion), it is the most exposed nation among European producers. According to Uiv , to avoid passing the costs on to consumers, a pact between producers, importers and distributors is needed to collectively absorb the extra cost.
The trade tensions initiated by President Donald Trump are putting pressure on the entire European agri-food sector, and the fallout risks extending to wine tourism , the flagship of many local businesses.
In summary:
By the editorial staff – Trend Vino Italia | Week 31 March – 4 April 2025
