Wine Trends in Italy Week 3 – 7 August 2026

Declining global consumption, slowing exports, rising inventories, and price pressure are disrupting the entire supply chain.

However, within the sector, two very different realities emerge.

On the one hand, many denominations are facing overproduction and are demanding supply containment measures; on the other, the Prosecco System continues to grow, demonstrating a greater capacity for adaptation than the rest of the sector.

Federvini and UIV: Two strategies to address the crisis

The open discussion at the Ministry of Agriculture's Supply Chain Table highlights two different approaches.

Italian Wine Union (UIV)

According to UIV, it is necessary to intervene mainly on the supply through:

• reduction of production potential;
• limitation of new installations;
• yield management;
• prevention of surpluses;
• possible recourse to crisis distillation.

The goal is to quickly restore balance between demand and production.

Federvini

Federvini, on the other hand, proposes a different strategy.

According to President Piero Mastroberardino, future competitiveness will not depend so much on producing less, but on creating greater value through:

• international promotion;
• institutional communication;
• promotion of wine culture;
• investments in foreign markets;
• strengthening the positioning of Made in Italy.

The philosophy is simple:

Limiting production without boosting demand risks shifting the problem without solving it.

The numbers of the crisis

The current scenario portrays a more difficult market than in previous years.

Among the main elements:

• Italian exports decreasing;
• sales in large-scale retail trade are declining;
• over 53 million hectolitres of stocks;
• increase in downgradings from DOC and IGP;
• reduction in the economic value of production.

According to the OIV, world consumption continues to decline due to:

• inflation;
• lifestyle changes;
• greater attention to health;
• slowdown in consumption in the United States.

Prosecco is the exception

While most Italian denominations are experiencing a slowdown, the Prosecco System continues to show positive signs.

The main factors supporting this growth are:

• over 660 million certified bottles;
• over 80% destined for export;
• strong presence in international markets;
• ability to intercept new consumers;
• world leadership in sparkling wines.

According to Franco Passador (Vi.VO Cantine), success comes from a balance built over the years between:

• supply chain organization;
• production planning;
• international presence;
• ability to manage supply.

The "Prosecco System" looks forward

During the conference organized by CIA Agricoltori Italiani in Conegliano, a very different vision emerged compared to the rest of the sector.

We are not talking about reducing production here, but about:

• plan for growth;
• maintain value;
• manage the market intelligently;
• better redistribute profitability along the supply chain.

The three Consortia (Prosecco DOC, Conegliano Valdobbiadene DOCG, and Asolo DOCG) share a management approach based on supply regulation rather than emergency interventions.

The real challenge will be to create profitability

One of the most important issues that emerged concerns the profitability of agricultural businesses.

According to CIA Treviso and ISMEA, creating commercial value is not enough.

This value must also reach winemakers.

For this reason, the creation of a permanent observatory on production costs and the real profitability of companies has been proposed.

No and Low Alcohol Wine Continues to Grow

Another trend destined to influence the market concerns the No and Low Alcohol segment.

According to IWSR:

• consumption is growing in the main world markets;
• Millennials represent today's largest group of buyers;
• the presence of Generation Z is also rapidly increasing;
• moderation in consumption becomes a stable and no longer occasional choice.

The phenomenon does not replace traditional wine but expands consumption opportunities.

Restaurant prices: a new model is needed

Riccardo Ricci Curbastro proposes to overcome the traditional markup system.

The idea is to replace the multiplier on the price of the bottle with a fixed margin that remunerates the service.

According to this setting:

• the consumer perceives greater transparency;
• increases the competitiveness of the restaurant industry;
• wine is becoming more accessible, especially to young people.

European export

European Commission data show a less negative picture than expected.

The European Union's agri-food exports decreased slightly, but the reduction in imports improved the trade balance.

Wine remains among the main export products and continues to represent one of the major contributors to the European trade balance.

DOP Exports: Prosecco Remains the Leader

The Nomisma Wine Monitor report confirms a general slowdown in exports of Italian PDO wines.

Among the denominations that show the greatest resilience we find:

• Prosecco;
• Asti Sparkling Wine;
• Sicilian whites;
• Tuscan whites;
• Piedmontese reds.

France continues to maintain its world leadership in value, while Spain is going through a more difficult phase.

Where the vineyard generates the most income

According to a study by the American Association of Wine Economists:

1. Champagne
2. South Tyrol
3. Aosta Valley
4. Burgundy
5. Liguria

The Italian regions also include:

• Piedmont;
• Tuscany;
• Veneto;
• Friuli Venezia Giulia.

The study confirms that the value produced by a hectare of vineyard depends much more on qualitative positioning than on volumes.

The prospects

The sector is entering a new phase.

The keywords will be:

• value;
• territorial identity;
• sustainability;
• wine tourism;
• innovation;
• reputation;
• internationalization.

The market will increasingly reward those who produce large quantities less and increasingly those who can build a strong brand, a recognizable territory, and a distinctive experience.