Wine Trends in Italy n.61 2024

According to ICQRF data, as of March 31, 2025, wine stocks in Italy amount to 52.8 million hectoliters , down 0.7% compared to the same period in 2024. There are also 4 million hectoliters of must (-9.5%) and 152,596 hectoliters of new wine in fermentation (63.9%) . Northern Italy, with Veneto in the lead , concentrates almost 60% of the stored wine. DOP denominations represent over half of the total stocks.

Global scenario: production and consumption decrease

2024 ends as one of the worst years for the global wine sector:

• World production : 225.8 million hectolitres (-4.8%), the lowest level since 1961.
• Consumption : 214.2 million hectolitres (-3.3%), due to inflation, the decline in purchasing power and the evolution of consumer habits.
• Italy is holding up better than other countries and maintains its production leadership with 44.1 million hectolitres (15%).

Wine in the GDO: a difficult start to 2025

The first quarter of 2025 records a decline in sales:

• Volumes : -4.5%
• Values : -2.7% Only high-end wines (over €10/bottle) are growing, with a 6.6% in value. Cheap Charmat sparkling wines (4.7% in value) and premium wines (5.4%) are driving the category. Still red wines continue to decline (-1.3%), while white wines are gaining ground and could overtake reds within 5 years.

North East and GDO: a dynamic hub worth 36 billion

The North East leads the Italian GDO:

• Aggregate value: 35.9 billion euros
• Annual growth (2019-2023): 6.2% Veneto confirms its position at the center of the scene with major players such as Eurospin, Lidl and Pam. The area focuses on compact formats, digitalization, sustainability and local products to increase efficiency and appeal.

Big of Italian wine: the giants of the sector

There are 27 wineries with turnovers exceeding 100 million euros , of which 14 exceed 200 million . At the top:

1. Cantine Riunite & Civ – €676.6 million
2. Argea – €464.2 million
3. Italian Wine Brands – €401.9 million
4. Caviro – €385.2 million
5. Marchesi Antinori – €262.5 million (previously private) 41% of the Italian wine turnover (€14.5 billion) is in the hands of this “club”, which generates almost half of the national exports (€3.8 billion).

Fine Wines: From Investment to Status Symbol

The fine wines market continues to grow globally (estimated value: $7 billion ). Starred restaurants, online auctions and collectors fuel the demand for iconic bottles and memorable vintages. According to Liv-ex, the phenomenon is destined to consolidate as a strategic asset , with room for growth also in Italy.

Export: Italy growing despite everything

In 2024, Italy is the world's leading exporter by volume (21.7 million hl, 3.2%) and records a growth of 5.6% in value (€8.1 billion). Prosecco and bottled wines are doing well. Among the key markets:

• USA : positive balance, with 25% of Americans planning to increase their consumption of Italian wine.
• China : Growing opportunities on video platforms (Douyin, Kuaishou) despite a still difficult market.

Grape market: prices down, production up

In the face of a recovering production (12.7%), the prices of wine grapes are dropping significantly :

• -25% for Barolo
• -20% for Brunello
• -9% for Prosecco Conegliano Only some denominations such as Franciacorta and Lugana show increases (5% and 7%).

Trentodoc: a sparkling wine that looks to the future

With a turnover doubled in 10 years ( 180 million € ) and an increase in bottles produced (75%), Trentodoc is now focusing on exports , which are already worth 15% of sales. The USA and Switzerland are confirmed as strategic markets.

2024: A Year to Forget for Global Wine

The OIV photographs a 2024 in strong suffering:

• Production and vineyard area in decline
• Consumption at historic lows since 1961
• Exports stable in value but with volumes below average The future? It will depend on the sector's ability to reinvent itself between premiumisation, digital storytelling and sustainability .

In summary

Italian wine resists amidst structural difficulties and signs of hope. DOP excellence and exports, particularly to the USA and premium markets, remain crucial levers. But innovation, communication and adaptation to new lifestyles are needed to relaunch a sector that still has a lot to tell.