Wine Trends in Italy n.65 2024

The Aperitivo Festival in Milan has confirmed a consolidated trend: the aperitif is an essential ritual for Italians. According to a study by CGA by NIQ:

• 37% of Italians have had at least one aperitif in the last three months.
• 13% do it more than once a week, 17% weekly.
• Spritz dominates (33%), followed by Prosecco (29%) and beer (26%).
• Interest in low-alcohol and non-alcoholic alternatives is growing, especially among young people (27% vs. 20% national average).

Consumption is increasingly moving to the home : the “aperitifs and vermouth” sector in large-scale retail trade is worth 200 million euros , while sparkling wines, gin and ready-to-drinks are growing (4.2% in value).

The trend of conscious drinking , the preference for local venues and food-beverage pairing (85% consider it important), drive the success of the aperitif format and open up new opportunities for wine bars and producers. In particular, Prosecco and Italian bubbles are increasingly the protagonists of gourmet cocktails and aperitifs.

Italian bubbles: the engine of wine growth

Despite the general decline in consumption, Italian sparkling wines (Franciacorta, Trentodoc, Prosecco, Alta Langa, Asti) are holding up and expanding , supported by:

• Promotion strategy abroad
• Pairings with sporting and lifestyle events
• Innovation in the vineyard and territorial marketing

The art of mixology is driving demand for sparkling wines, even outside of traditional contexts, thanks to their growing use in cocktails and aperitifs.

Stocks still high in view of the 2025 harvest

According to the ICQRF bulletin, as of April 30, 2025, there are still 49.7 million hectoliters of wine in stock. The data indicates a slow reduction in stocks:

• -0.5% on 2024
• -5.9% on March 2025

The Northern regions hold 58.5% of the wine, with Veneto leading the way. DOP wines represent more than half of the stock, but in slight decline. Reds and rosés are growing, while DOP whites are declining more rapidly.

Prosecco DOC is the most stocked wine (4.6 million hectoliters), followed by Puglia IGP and Toscana IGP. An alarm signal for a sector that risks an excess of supply compared to demand.

Record-breaking exports in 2024: wine drives agri-food districts

Italian wine confirms its leading role in agri-food exports:

• 6.7 billion euros generated by wine districts (4% on 2023)
• The sector represents 23% of the total value of the district's exports
• Growing districts include Verona (9.2%), Conegliano-Valdobbiadene (7.3%) and the Florentine and Sienese hills (9.8%)

Boom also for the Montepulciano d'Abruzzo district (19.4%). The United States confirms itself as a strategic market (14.9%), followed by Germany and France.

However, declines were reported in the districts of Langhe-Roero-Monferrato , Trento and Bresciano , due to declines in the UK and Switzerland.

Wine tourism and digital: the most popular wineries in Italy

Wine tourism is increasingly digital and accessible . According to an Imco analysis, the most popular Italian wineries on the web and social media are:

1. House of the Woods (Franciacorta)
2. Donnafugata (Sicily)
3. Germans (Valpolicella)
4. Antinori (Tuscany)
5. St. Leonard (Trentino)

Wine tastings start at 7 euros (Ricasoli 1141) up to 100 euros (Ornellaia), offering experiences for every audience. The combination of wine, culture and hospitality proves to be a winning one in the territorial marketing of Made in Italy.

In summary

• The aperitif evolves and drives consumption, with Spritz, Prosecco and soft drinks taking centre stage.
• Bubbles are also gaining popularity thanks to mixology and exports.
• Inventories remain high, but there are signs of rebalancing.
• Agri-food exports are soaring, driven above all by wine in key districts.
• Wine tourism is growing, increasingly integrating web, experience and accessibility.

Key trend : quality, moderation and territoriality are the watchwords of the new way of experiencing (and drinking) wine in Italy.