Wine Trends in Italy – Week of August 25-29, 2025

Despite the official imposition of 15% duties on EU wines, the Italian sector is stepping up its promotion with events such as Vinitaly.USA (Chicago, 5-6 October 2025), which will see over 250 exhibitors and an aggregate turnover of €7.2 billion represented .

Tariffs: the blow and the estimated risks

The new tariff regime hits Italy hard, the world's leading exporter to the USA.

• Losses of 317 million euros are estimated for the next 12 months, which could rise to 460 million with the devaluation of the dollar.
• The impact involves 76% of exported bottles (366 million pieces), with peaks in exposure for Moscato d'Asti (60%) , Pinot Grigio (48%) , Chianti Classico (46%) , Prosecco (27%) .
  Trade associations are calling for an alliance between the Italian supply chain and American partners to mitigate the effects, as well as strong government support for promotion.

New challenges: declining consumption and the demonization of alcohol

Italian wine isn't just threatened by tariffs. In the US, a growing cultural and scientific campaign demonizing alcohol, even in moderate doses, is underway. Consumption has fallen to 54% of the adult population (an all-time low, according to Gallup data). In American restaurants and households, wine is being replaced by flavored waters and non-alcoholic beers.

Domestic production: drop in domestic consumption and surplus in the cellar

Per capita consumption in Italy dropped to 26.3 liters in 2024 (compared to 37.9 in 2018), generating inventories and liquidity problems, especially for small producers.

• Large groups can absorb the impact by investing in storage and purchasing bulk wine at low prices from smaller ones.
• SMEs, on the other hand, risk their survival, often forced to sell off.
  The associations are calling for public promotional campaigns, tax incentives, and support for wine tourism to boost domestic consumption.

Naming strategies

The major DOC and DOCG wines move in no particular order:

• Piedmont : no cuts on Barolo and Barbaresco, 10% reduction on Langhe Nebbiolo and Barbera.
• Valpolicella : yield cut from 110 to 100 quintals/ha for three years.
• Tuscany : Bolgheri stable, with no reductions expected.
  Common goal: protecting values and economic sustainability in a slow market.

Sparkling wines: whites and rosés on the rise, Lambrusco in difficulty

The sparkling wine sector remains stable at 430 million bottles .

• Veneto (2%) and Piedmont (10%) are leading the way, while Emilia-Romagna (-1%) and Lombardy (-6%) are lagging behind.
• The rosés (10%) and whites are growing, now at 56% of total production .
• Lambrusco Emilia IGP performed poorly (-107,000 hl in 4 years) , while Moscato d'Asti (12%) and sparkling Glera (91%) performed well.

Industry Big Data: End-of-2024 Data

According to Anna Di Martino's survey, the 115 largest Italian companies (turnover >€10 million) represent 63% of the Italian wine turnover (€14.5 billion) .

• Export: 5.3 billion (1.8%)
• Domestic market: 3.8 billion (0.1%)
• 27 companies exceed 100 million in turnover.
  2024 was marked by record inventories in the US, accumulated in anticipation of tariffs.

Global scenario

• EU: Excise duties on alcohol rising in countries such as the UK, Ireland and Finland.
• USA: 15% tariff on European wine, low taxes in key cities (NYC, LA, Miami).
• Canada: almost total collapse of US wine imports (-96% June 2025 vs June 2024).

Conclusion :
The Italian wine sector finds itself at the crossroads of three major challenges: US tariffs, the structural decline in consumption (domestic and foreign), and growing cultural pressure against alcohol. Large groups can withstand the impact, while small producers are at greater risk. Ensuring the future of Italian wine—a unique economic and cultural heritage—will require a combination of commercial diplomacy, targeted public support, and promotional strategies capable of reaffirming wine as a symbol of Mediterranean culture .