Export Slowdown: Tariff Effect and Global Consumption Down
April 2025 marked a sharp setback for Italian wine exports to the United States, which has always been the country's top market. According to the Observatory of the Italian Wine Union (UIV), exports to the US suffered a -7.5% drop in volume and -9.2% in value , falling to around 154 million euros , with a -2% in average price . The reason? The introduction of duties by the Trump administration (up to 20% in the first week of April, then reduced to 10%).
This decline weighed on the entire four-month period: growth in volume was reduced to a fragile 0.9% , while the value doubled the slowdown ( 6.7% , against the previous 12.5%).
But the problem is not limited to the USA. The export crisis affects all non-EU markets , with a -9% in volumes and a -2.4% in value . Without the US drive, global demand would fall to -15% in volume and -10% in value .
Among the markets in greatest difficulty:
Internal Situation: Production and Inventories at the Limits
According to the “Cantina Italia” report (ICQRF – Ministry of Agriculture) , as of May 31, 2025, there were 46.6 million hectoliters in stock , in line with last year (0.4%). 55.6% of these wines are DOP , 25.9% IGP . Veneto confirms its leadership with 26.1% of the national total held, thanks to denominations such as Prosecco DOC and the DOCGs of Valpolicella and Soave .
Despite the decrease in inventories compared to April (-6.3%), the data confirms a structural excess of production compared to actual consumption, aggravated by a declining demand in all the main markets.
Structural Crisis of the Sector: The Downsizing Manifesto
Producer Gregory Perrucci raises the alarm: “The crisis is dramatic”. According to him, in addition to duties, there are multiple causes of the collapse: a decline in global consumption, rising production costs, negative narratives about wine (health, driving, young people), excess supply and difficulty in commercial positioning.
His proposal? A reduction in production , a serious and shared reflection on the role of Italian wine in the world. A new strategy is needed, from the bottom.
Global Exports: US Wine Also Collapses
Not just Italy. The United States is also suffering a historic collapse in exports: -41.4% in April , with sensational losses to Canada (-93.2%) , which has always been a key market for Californian wine. It is the direct response to duties and trade tensions: Canadians are boycotting US wines and rewarding Italian and French ones.
Wine Tourism on the Rise: The Thrust of Experiences
In contrast, Italian wine tourism continues to expand. According to the Il Golosario Observatory, 72% of wine tourists choose wineries with overnight stays, 68% prefer those with typical cuisine. The average stay is 2 nights and 87% buy wine on site , spending 76 euros per person . Interest in immersive experiences such as grape harvests, spas, and cooking classes is increasing.
Listed Wineries: Italian Wine Brands Resists, Masi Agricola Suffers
Perspectives and Final Considerations
The Italian wine sector, worth 45.2 billion euros (1.1% of GDP), is in a phase of uncertainty. US duties are only the trigger for a deeper crisis, linked to declining consumption, international competition and the need for internal reorganization. In this scenario, three priorities clearly emerge:
The sector is looking for a new vision: leadership, courage and a shared strategic plan are needed to face the “darkest hour” with awareness and realism.
