However, wine, while remaining one of the symbolic categories of national exports, has registered a decline: Italian wine exports in 2025 stopped at around 7.78 billion euros , with a drop of around 4% .
The most critical data concerns the United States, a key market for Italian wine, where tariffs and trade uncertainty have clearly weighed. According to the UIV Observatory, Italian exports to the US fell by 9.2% in 2025 , with an even sharper contraction in the first quarter of 2026. This isn't just an Italian problem: the American supply chain, including importers, distributors, restaurateurs, and wine shops, is also suffering negative impacts, with reduced sales and a reduced presence of European wines on restaurant menus.
On the domestic front, the most sensitive issue remains that of inventory. According to the ICQRF's "Cantina Italia," as of April 2026, Italian wineries held 52.5 million hectoliters of wine , 5.6% more than in 2025 , in addition to 4.7 million hectoliters of must . This figure indicates significant production capacity, but also the need to carefully manage the relationship between supply, consumption, exports, and prices. Veneto alone accounts for 25.6% of national inventory, driven primarily by Prosecco.
Worldwide, wine consumption continues to decline. The OIV estimates global consumption of 208 million hectoliters for 2025, down 2.7% from the previous year and 14% from 2018. Consumer habits are changing, especially among young people: greater attention to health, lower alcohol consumption, and a greater search for convenience, sustainability, and affordability.
This is precisely where one of the week's most important trends comes from: the growth of alternative formats. Cans, bag-in-boxes, pouches, half-liter bottles, mini formats, and ready-to-drinks are becoming strategic tools for capturing new consumption styles. The 0.50-liter format appears increasingly attractive for restaurants, couples, and foreign markets, while the can is growing especially in international markets, thanks to its convenience and perceived sustainability.
At the same time, the No-Lo segment, that is, non-alcoholic or low-alcohol drinks, is gaining ground. Mocktails, non-alcoholic spritzes, zero-alcohol gin and tonics, and alcohol-free ready-to-drinks are gaining ground, especially among young people and in mixology. In Italy, the No-Lo segment has grown by 15% in volume over the last three years , while the traditional alcoholic beverage sector is declining.
However, there are positive signs. The fine wine market is showing signs of recovery, with the Liv-Ex indices supported especially by Italy and Champagne. Some major Italian labels, particularly Barolo, Barbaresco, Masseto, Sassicaia, Solaia, Tignanello, and Soldera, confirm the strength of Italian wine in the premium and investment segment.
International promotion also remains key. Vinitaly has reopened its international calendar with initiatives in Brazil and China, focusing on South America and Asia as high-potential areas. The EU-Mercosur agreement could open new opportunities for Italian wine, especially in Brazil, Argentina, Uruguay, and Paraguay, while Asia remains a challenging but strategic market, requiring continued support.
The structural value of Italian wine remains enormous: Italy boasts 523 DOP and IGP wines , Europe's largest certified wine heritage, with an estimated value of approximately €11 billion for geographical indication wines. This is the true strength of the system: not a single product, but a map of territories, grape varieties, denominations, landscapes, and local identities.
The summary is clear: Italian wine isn't experiencing a crisis of value, but rather a crisis of adaptation. Consumption is declining, markets are changing, the United States is more unstable, inventories remain high, and consumers are more price-conscious. The answer can't simply be to lower margins: we need to differentiate formats, markets, channels, and languages.
The future will reward wineries capable of combining quality, commercial flexibility, a narrative of the region, and the ability to understand new consumer trends. Italian wine still has a powerful competitive advantage, but it must use it more strategically: less vested interest, more market vision.
