The US remains the largest market (12.5%), followed by the UK (declining) and France (15.6%). However, uncertainty surrounding the potential 30% US tariff expected in August weighs heavily.
Management leasing and joint ventures: tools for dealing with uncertainty
In a context marked by climate crisis, declining consumption, and economic uncertainty, the use of hybrid formulas such as lease management is growing: temporary rentals of vineyards or cellars to test new management options without relinquishing ownership. Joint ventures are also on the rise, especially to develop dealcoholized wines and share innovation costs.
Overproduction and record inventories: risks for the 2025 harvest
With 43.6 million hectoliters still in storage and a 2025 harvest expected to be around 50 million, Italy risks an explosion in supply. The Italian Wine Union is calling for yield cuts , a temporary halt to new plantings, and a review of production regulations. Crisis distillation is already underway in several regions to reduce stocks.
Global market in crisis, consumption at its lowest since 1961
The OIV report highlights a global decline in consumption to 214 million hectoliters. Geopolitical instability (Ukraine, Red Sea), the climate crisis, and inflation are weighing on demand. In Italy, despite a slight drop in volumes in 2024 (-0.46%), the system is holding up thanks to certified quality and a growing focus on sustainability (source: Valoritalia).
Consumption is changing: white wine is booming, rosé is declining
According to Vinarius, 50% of summer sales in Italian wine shops are still white wines. Sparkling wines follow at 25%, while rosés have seen a sharp decline. The outlook for autumn/winter 2025 is one of cautious confidence , with a third of wine shops expecting an improvement.
New frontiers: inclusiveness, marketing, and digitalization
Wine is losing its appeal among young people, held back by high prices , a low perception of value, and elitist language. More direct and modern communication is needed, focusing on health, sustainability, and inclusivity. Investing in branding, social media, alcohol-free wines, and digital technologies is now a strategic priority for the sector's revival.
Russia and critical markets: exports plummet
Italian wine is suffering in Russia: exports fell 55% in value in the first four months of 2025. Sparkling wines are down 47%. The Russian market is being hit by sanctions, declining consumption, and a boom in illegal alcohol. France is also suffering: 255 winery bankruptcies in the last year (49%), especially among small businesses in Bordeaux.
Conclusion: resilience and transformation
The Italian wine sector faces one of the most complex challenges of recent decades: overproduction, global instability, and shifting consumption patterns. Yet, thanks to new management strategies, product innovation, sustainability, and a digital revitalization, the industry is showing signs of adaptation and resilience . Its future trajectory will depend on political choices (tariffs, trade agreements), but also on the sector's ability to speak a new, more contemporary and inclusive language .
