Wine Trends in Italy n.67 2024

The situation worsens on the Russian market: exports collapse by 57% in value and 68% in volume compared to the previous year. The United States bucks the trend: 20% in value and 8.2% in volume, due to the effect of pre-duties stocks imposed by Trump. Canada 15% in value. In Europe: Germany (2.3%) holds in value but loses in quantity (-2%), while the United Kingdom is declining on both fronts. Belgium, Poland and Switzerland are growing.

Weak domestic market: consumption and off-trade sales fall

The domestic market is showing signs of difficulty. According to Wine Monitor Nomisma, in the first quarter of 2025 the off-trade channel lost 1.5% in value and 4% in volume. Discount stores held up, while cash & carry (-9.6%) and e-commerce (-15.3%) collapsed. Sparkling wines remain more resilient: 0.5% in value.

Bubbles continue to drive the sector

The sparkling wine sector is confirmed as the most dynamic: 4.4% overall sales forecast for 2025, 6.1% exports. Still wines instead estimate only a 0.9% growth (1.2% abroad). The best performing wineries such as La Marca (11%) and Mionetto (profit at 9.2%) reinforce this trend.

Businesses between challenges and new strategies

Main critical issues highlighted by companies:

• Decrease in consumption (70%)
• Health and generational models (60%)
• US tariffs and geopolitical uncertainty (50%)
• New Highway Code (50%)
• Climate change (30%)

Prevalent strategies:

• Expansion into new markets
• Development of no/low alcohol wines (priority for 50%)
• Investments in human capital (55%) and technologies (33%)

Economic snapshot of the sector in 2024

• Italian production: 15.1% (world leader)
• Domestic consumption: 0.1% (37.8 litres per capita)
• Export: 21.7 million hectolitres (first in the world in terms of volume), €8.1 billion (second in terms of value after France)
• Trade balance: €7.5 billion (5.5% annual average over the last 20 years)

The best Italian wine companies

Top 5 by revenue 2024:

1. Cantine Riunite-GIV: €676.6 million (0.6%)
2. Argea: €464.2 million (3.3%)
3. IWB: €401.9 million (-6.3%)
4. Caviro: €385.2 million (-9%)
5. Antinori: €261.6 million (7.4%)

Top for profitability (profit/turnover):

• Heritage Marzotto (17.8%)
• Antinori (12%)
• Mionetto (9.2%)

The leading wine regions

• Veneto : 25% of national production, over 35% of exports
• Puglia : 16.1% of production
• Tuscany and Piedmont : 4-5% of volumes but almost 10% of value each
• Friuli and Tuscany in strong growth in 2024; Abruzzo optimistic for 2025 (7.5%)

Sustainability and new trends

• Organic wines: 5% share (-2.6% sales)
• Natural: 1.9% (4.2%)
• Vegans: 0.9% (31.7%)
• Wine tourism: 9% revenue in 2024, activities offered by 75% of companies

Politics and Institutions: New Proposals in Europe

• The new CAP is discussing “minimum price” and “recommended price”
• CMO Measure Extra-EU Wine 2025: €98 million for promotion in third markets
• Introduction of digital platform to simplify applications

International trends and system reflections

• Rioja and Bordeaux reduce vineyard areas to address decline in reds
• WHO pushes for higher alcohol taxes in Europe
• In Italy the government is opposed to indiscriminate eradication: there is a debate on whether to focus on quality and promotion or on reducing the offer

Collectible Wine: The Joseph Lau Case

Luxury and collectibles on the rise: Joseph Lau’s collection (Hong Kong) brought in $9.3 million at auction with rare bottles such as Henri Jayer and Romanée-Conti. Millennials are among the new buyers (55%).

Conclusion

The Italian wine sector in 2025 is moving between foreign growth, internal uncertainty and structural transformations. Bubbles remain protagonists, while companies prepare to redefine strategy, sustainability and governance to face a rapidly evolving market.