With a turnover of 14 billion euros in 2024 , the Italian wine sector represents 10% of the entire national agri-food sector , supported by 241,000 agricultural companies and 30,000 winemaking companies . Production reached 44 million hectoliters , making Italy the world's leading wine producer , surpassing France and Spain. Exports reached almost 8.1 billion euros with 22 million hectoliters sold abroad.
Italian wine dominates the international scene
Italy is the world leader in volume and second in value in exports. Over the past ten years, the value of Italian exports has grown by 60% , a faster pace than France (51%) and Spain (33%). The success is also linked to a historic increase in the area under vines (0.8%), unlike the decline recorded by other large producing countries.
The long wave of bubbles: the triumph of Prosecco
The sparkling wine boom continues: Prosecco is the absolute protagonist , with exports growing by 11% in value and 15% in volume in 2024. Sparkling wines represent a third of the value of Italian wine exports . In a global context of wine crisis, “bubbles” are growing everywhere, also thanks to the demand for lighter, fresher and more accessible wines .
Wine drives EU alcohol exports
In 2024, the European Union's wine exports reached €16.8 billion (56.2% of all alcoholic exports), contributing to a total value of €29.8 billion . France leads in value (€12.1 billion), but Italy is second with €6 billion , of which 81.1% is represented by wine . The United States remains the first non-EU market, followed by the United Kingdom, China, Canada and Switzerland.
World production down, but Italy holds firm
2024 saw the lowest global wine production in 60 years (-5%), mainly due to climate change . However, Italy recorded a 15% decrease in production compared to 2023 , demonstrating resilience. France (-24%) and the USA (-17%) instead fell.
Consumption down, but Made in Italy resists
World consumption fell to 214 million hectoliters (-3.3%), with mature markets contracting. Switzerland also recorded a 7.9% decline, and wine is losing appeal among young people and more sedentary societies. However, Italy continues to perform well thanks to market diversification and the growing attention towards light, healthy and sustainable wines .
Stocks down, but cellars still full
In March 2025, Italy had 53 million hectoliters of wine in storage , a figure higher than the entire annual production. The stock is slightly decreasing (-0.7% on an annual basis), but remains high, especially in the northern regions, with Veneto in the lead . Prosecco is the denomination with the most stock (over 5 million hl).
Export and strategies 2025: between challenges and opportunities
2025 opens with optimism mixed with caution . Industry operators are closely monitoring the issue of US duties (currently suspended) and are focusing on geographic diversification to support exports. 60% of Italian exports are concentrated in 5 markets , making it crucial to open up to new destinations. Financing to the sector increased by 11% in 2024 , a sign of confidence from banks.
Wine tourism on the rise: more experiences, more value
In 2024, Italian wineries saw a 22.6% of visitors , with 42% coming from abroad . The average value of reservations reached 129 euros , while the average receipt for the purchase of wine in the winery rose to 179 euros (27.7%) . The trend confirms the centrality of direct experience as a marketing and sales lever.
In short , Italian wine confirms its resilience and competitiveness in a complex global scenario. While domestic demand declines and consumption changes, exports – especially of sparkling wines – drive the sector. The real challenge for 2025? Diversify markets, innovate the offer and invest in wine tourism and experiences .
