The Italian wine sector, however, responded with firmness and a proactive spirit:
- Exporters and consortia push for market diversification (Canada, Romania, Africa, Japan).
- The president of Federvini, Micaela Pallini , launches an appeal for a united European direction , warning: "defending wine today means protecting the Italian economy and its image in the world" .
- The US market represents 24% of Italian wine exports (almost €2 billion per year): duties risk excluding Italian wines from the shelves, favouring Chilean, Australian and Californian competitors.
- Despite everything, 3,000 American buyers attended Vinitaly: a clear sign of interest in Italian wine.
Domestic consumption down, but with signs of change
In 2025, sales in the GDO (Large-Scale Retail Trade) are decreasing:
- -4.5% in volume and -2.7% in value in the first quarter.
- 2024 had closed with 753 million liters sold for a value of 3.2 billion euros .
- Still red wines remain the best-selling wines but continue to lose ground, while whites are gaining share.
- According to Circana , within 5 years white wine will overtake red in domestic consumption.
- Varieties such as Inzolia and Vermentino are emerging, a clear sign of the change in consumer tastes.
Exports and sparkling wines: the real drivers of growth
- 2024 closed with 8.1 billion euros of wine exports (5.5%) .
- Sparkling wines, led by Prosecco , are leading exports: they represent 22% of total exports .
- Italy is changing from “ Wine Country ” to “ Sparkling Wine Country ”, with production throughout the peninsula (70 DOC and 17 DOCG).
- In several European countries, Prosecco has overtaken red wines in popularity.
Production and biodiversity: Italy at the top
- In 2024, Italy will return to being the world's leading producer with 41 million hectolitres .
- It boasts 80 native vines that cover 75% of the national vineyard (European record).
- It has 528 DOP/IGP products, more than any other country.
- However, it remains a fragmented sector: 35% of companies have less than 5 hectares.
Regional Focus: Veneto Dominates
- Veneto is the leading region for production and exports , with almost 3 billion euros .
- Grape production is growing (9.7%) as is the number of people employed in the sector (80,400).
- The Glera , Pinot Grigio , and Garganega stand out.
- Prosecco di Conegliano Valdobbiadene leads the way for growth performance.
Future challenges of the sector
- Export remains crucial, but we need to address:
- Climate change (increase in alcohol content, desertification in the South).
- Decline in domestic consumption, especially among young people.
- Excessive markups in catering that slow down purchases.
- A sustainable strategy is needed:
- Innovation in the most resistant vines .
- Digitalization , robotics , wine tourism .
- Return to landscape agriculture with more beautiful and biodiverse vineyards.
- Ethics of responsibility to protect the landscape and enhance the territory.
Dealcoholized wine (NoLo): an emerging trend
- The NoLo segment will grow 38% by 2028 , to $3.3 billion globally.
- In Italy it is worth only 0.1% of the market, but with potential (expected CAGR: 47.1%).
- Interest related to:
- Healthy lifestyles
- Safe driving
- Experimental curiosity
- The key will be product quality and availability .
In summary
Italian wine is experiencing a complex but opportunity-filled moment. Between duties, changes in tastes, and new climate challenges, the sector is reinventing itself by focusing on innovation, diversification, and quality. Prosecco continues to shine, white wines are advancing, and “light” wine is making inroads among young people. In this scenario, Italy must learn to work as a system , enhancing its biodiversity and the uniqueness of its territories.
