Export: growth in value, but decline in volumes
- February 2025 : exports up 3.67% in value (€1.19 billion), but with a 1.7% decrease in volume (316 million litres).
- Values are holding up , thanks to the high average price (€3.75/l), but quantities are decreasing.
- Russia in collapse: -57% in value, -68% in volume.
- USA : 20% in value and 8.2% in volume in the two-month period, but March already down (-3.5%).
- Asia in difficulty: China -27%, Japan -7%, Korea -1%.
- In Europe: Germany, UK, Sweden and Austria in decline; Poland, Belgium and Switzerland doing better.
Sales in large-scale retail trade: declines across the board
In the off-trade channel (large-scale distribution):
- First 3 months of 2025: -4.5% in volume , -2.7% in value .
- A higher decline than the -0.7% in volume in 2024.
- Only sparkling wine resists, in particular Prosecco : 4.2% volume, 3.6% value.
- Discount stores are holding up better thanks to aggressive pricing policies.
Denominations in difficulty
In addition to Prosecco, which is in serious difficulty:
- Pinot Grigio of the Veneto
- Chianti
- Lambrusco
- Piedmontese reds
- Sicilian Whites
Changes in consumer tastes
- Whites are overtaking reds : overtaking expected within 5 years.
- Strong growth: Inzolia , Vermentino , rosés (37 million litres sold).
- According to IWSR, the tendency towards alcohol moderation has a negative impact on consumption.
Critical situation in key markets
- USA, UK and Germany : real consumption is decreasing :
- USA: -5.4% volume, -4.1% value
- Germany: -11.8% volume, -9.5% value
- UK: -6.4% volume, -5.3% value
- Catering is also at risk, with expected decreases greater than those of large-scale retail trade.
Strategies for the future
- Price reductions also for premium ranges (e.g. Bordeaux trend: cuts up to -30%).
- Innovation and positioning in emerging markets.
- More effective communication of the identity and value of Italian wine, especially abroad.
The great Italian wine companies
In 2024, 27 wineries exceeded €100 million in turnover, for a total of €6 billion , of which €3.8 billion from exports . Leading the way:
- Cantine Riunite & Civ (€676.6 million)
- Argea (€464.2 million)
- Italian Wine Brands (€402 million)
Cooperatives continue to gain weight, generating €2.9 billion and representing over 1/3 of the sector .
Appeals and perspectives
- WSTA (UK) DG Miles Beale calls on the British Government to pay more attention to the sector, hit by excise duties and post-Brexit uncertainties.
- Minister Lollobrigida speaks of a growing agri-food sector, but wine is not fully benefiting from it due to critical issues on international markets.
Conclusion: a sector in the balance
2025 confirms itself as a year of transition and tension for Italian wine. Between consumer crisis , international pressures and changing tastes , the supply chain is called to renew itself rapidly , focusing on quality, competitive price and targeted communication.
