According to the Observatory of the Italian Wine Union (UIV), this growth is due to the rush to purchase by American importers, in anticipation of the duties announced by the new president Donald Trump. The strengthening of the dollar has also favored the increase in exports, which in the first eleven months of 2024 recorded a 7% increase in shipped volumes, with sparkling wines growing by 19.5% (3 out of 4 bottles are Prosecco).
Lamberto Frescobaldi, president of UIV, highlighted how the US market represents a crucial value for Italian wine exports, exceeding 1.9 billion euros in 2024 and constituting 24% of total Italian wine exports. However, the possible introduction of duties creates uncertainty and concern for the commercial future of the sector.
UIV also reported that the November order peak is unprecedented in the history of sparkling wine exports, with a total value of approximately 54 million euros (29%). UIV Secretary General Paolo Castelletti stressed that the United States will be under close observation in the coming months not only for duties, but also for new food consumption guidelines. In this regard, the association will participate in an event at the United Nations in New York to promote conscious and moderate wine consumption.
US Wine Sales Down, But Imports Up
While the United States is witnessing a decline in domestic wine sales (-6.2% in value and -7.2% in volume in 2024 according to the “SipSource” report), Italian wine seems to be immune to this decline. ISTAT data for the first ten months of 2024 reveal that Italian wine exports recorded an increase of 8.2% in value (1.59 billion euros), well above the Italian average of 5.7%.
Experts believe that part of this growth can be attributed to the rush to stockpiles by importers, fearful of a possible increase in duties. However, only in the coming months will it be clear whether the positive trend of Italian wine in the US is destined to consolidate or whether it was only a temporary effect linked to the uncertainties over Trump's trade policies.
Wine and Spirits Trends in 2025: Proposta Vini Opinion
According to Gianpaolo Girardi, founder of Proposta Vini, 2025 will see continued growth in Italian sparkling wines, thanks to the increasingly widespread habit of consuming them during meals. This trend will also favor small emerging businesses that promote sparkling wines made from Italian grapes.
As for still wines, stability is expected for whites, which will continue to be appreciated for their territorial typicality, while the great reds such as Supertuscan, Bordeaux and Amarone will suffer a further decline, penalized by high prices and by the change in consumer preferences, oriented towards less structured wines.
Interest in natural wines will continue to grow, while for spirits, 2025 will be a year of strong innovation. Mixology and catering are increasingly embracing the world of spirits, with gin still a protagonist in Italy, in contrast to the rest of the world, where the market appears saturated. Bitters are experiencing a golden moment thanks to their versatility in cocktails and aperitifs, while whisky is gaining ground among younger consumers and women. Rum is once again appreciated for its quality and ability to tell authentic stories.
Finally, vermouth is a candidate for the great revelation of 2026, with a growing valorization of the basic grape variety and its peculiarities. Throughout the spirits sector, attention to sustainability is also growing, with numerous producers adopting “carbon free” strategies and low environmental impact practices, a signal that confirms the growing commitment to safeguarding the planet.