A moment of discussion that, held at the Hotel Sina Bernini Bristol in Rome, brought together some of the most authoritative representatives of the sector to explore the issues of regulatory evolution, the competitiveness of denominations, and the increasingly central role of sustainability as a growth driver for Italian wine.
Data charts the course for the future of Italian wine
Valoritalia's analyses highlight a very delicate phase for Italian wine, reflecting a marked decline in demand in key international markets. Indeed, after years of post-pandemic growth, bottlings in 2025 suffered an overall contraction of 2.1% compared to 2024, followed by a further decline of 5.4% in the first five months of 2026. However, the data also show differentiated trends based on the different product types and the size of the designations of origin. In 2025, the highest value-added wines, DOC and DOCG, recorded an average growth of around 1%; conversely, IGT wines suffered an 11% decline. The positive trend for sparkling wines (1.7%), rosés (5.7%), and still white wines (6.3%) continued in 2025, while red wines recorded a contraction of more than 13%.
The data also confirms several structural characteristics that directly impact the performance of the national wine industry. Medium- to large-sized appellations demonstrate a greater ability to withstand more complex market conditions, experiencing less marked fluctuations than the general average. Conversely, micro-appellations are more exposed to fluctuations in demand. This trend is also confirmed by observing the size of the Protection Consortia: as volumes sold and the representativeness of the supply chain increase, the responsiveness and overall performance of the consortium organizations improve. This evidence highlights several strategic priorities for the future of Italian viticulture: the strengthening and aggregation of Protection Consortia, the need to differentiate public policies based on the characteristics of the companies, and the ability to respond to changing consumption patterns without sacrificing the identity and values of Italian wine.
With 219 certified designations of origin and a network of 37 operating offices throughout the country, Valoritalia certifies over 60% of the quality wine produced in Italy. This wealth of data and expertise is now entering a new phase thanks to TESSA, the platform developed in collaboration with Microsoft and EOS that integrates advanced business intelligence tools capable of processing millions of data points from certification processes in real time.
The meeting was opened by Francesco Liantonio, President of Valoritalia, who then gave the floor to Giuseppe Liberatore, Director General of Valoritalia, to illustrate the main trends emerging from the 2026 Annual Report. Denis Pantini, Head of Agri-food at Nomisma, subsequently presented the research " Market Scenario and the Role of Sustainability for the Growth of Italian Wine ," which analyzes the sector's prospects from the perspective of consumers and Protection Consortia. The meeting then continued with a roundtable discussion between Giuseppe Blasi , Head of the Department of European, International and Rural Development Policies at MASAF; Paolo De Castro , former Professor of Agricultural Policy at the University of Bologna and President of Nomisma; Letizia Cesani , President of Coldiretti Toscana; Giangiacomo Gallarati Scotti Bonaldi , President of Federdoc; and Riccardo Ricci Curbastro , President of Equalitas.
During his speech, Francesco Liantonio highlighted several structural characteristics that emerged from Valoritalia's analysis. Among these is the strong concentration of the supply chain: the top 15 denominations account for 81% of certified volumes, while the top 14 Protection Consortia cover 83%. This trend is also reflected in bottling companies, where the top five companies account for almost 19% of total volumes and the top forty exceed 55%.
This concentration, however, is accompanied by marked production fragmentation: over 75% of companies bottle less than 500 hectoliters per year, confirming the fundamental role of small and medium-sized businesses in preserving the richness, diversity, and territorial roots that characterize Italy's winemaking heritage.
" In a time of great challenges and significant instability, we must pause, analyze the changes, and learn from our mistakes," Liantonio emphasized . "Sustainability is taking on an increasingly central role, becoming a determining factor both for business competitiveness and for accessing international markets. At the same time, however, we must act on two fronts: on the one hand, we must make the supply chain more competitive with policies better equipped to capture the undeniable diversity that runs through our supply chain, policies that are capable of interpreting the different needs of businesses and regions; on the other, we must find the right ways to rebalance the distribution of economic margins, especially along the distribution chain, and courageously address the issue of production overcapacity, a consequence of a contraction in consumption that has been evident globally for decades ."
Giuseppe Liberatore , General Manager of Valoritalia, followed, highlighting how the sector is undergoing a profound transition. " While bottling contracted by 2.1% in 2025, provisional data for the first five months of 2026 indicate a further decline of 5.4%, highlighting structural fragility, especially among smaller businesses . The objectively delicate nature of this moment is confirmed by all the indicators we examined—from the number of samples sent to laboratories to bottled volumes—and they do not suggest a rapid reversal of the trend. Thanks to technology, however, the Consortia are now able to adopt timely measures to regulate supply, without having to suffer the delays in information availability that until recently limited their effectiveness ."
The Nomisma - Wine Monitor study
The discussion continued with the presentation of the Nomisma Wine Monitor study "Market Scenario and the Role of Sustainability in the Growth of Italian Wine," presented by Denis Pantini . The research highlighted how sustainability is playing an increasingly important role in consumer choices and the strategies of Protection Consortia, also in light of the new European regulatory framework that recognizes it as an integral element of PDO and PGI designations.
" In a wine market dominated by uncertainty, consumer attention to sustainability remains high, both with respect to the product, the company, and the production region. This is a value sought even in areas directly related to wine, such as wine tourism, so much so that two out of three Italians consider it important when choosing their holiday destination, confirming once again the strategic role that sustainability can play for the entire Italian winemaking industry, " commented Pantini.
The study highlights the proactive role that Protection Consortia could play, both as key players in promoting local areas and in supporting businesses on their sustainability journeys.
The debate on the sustainability of the wine-making world
The final roundtable offered an in-depth analysis of the key themes emerging from the Annual Report and the Nomisma research. The discussions focused on the increasingly strategic role of sustainability in the competitiveness of Italian wine, the value of certifications as a tool for qualification and differentiation in the market, and the growing importance of Protection Consortia, which are being called upon to assume increasingly important roles in the management of denominations, the valorization of local areas, and the implementation of sustainability protocols required by new European regulations. The discussion also highlighted the need to strengthen institutional support for the wine sector through targeted policies, investments in international promotion, and tools capable of supporting companies in a period characterized by profound changes in consumption and markets.
The availability of timely and reliable data has been identified as a strategic factor in supporting supply chain decisions. TESSA, the platform developed by Valoritalia, fits into this context. It transforms data into an operational tool and ensures continuous monitoring of production and market dynamics, benefiting consortia, businesses, and institutions, and supporting strategic decisions in the sector.
STATEMENTS
Paul De Castro
Sustainability can be a lever for growth for quality Italian wine. The new European Regulation on Geographical Indications provides voluntary tools that allow denominations to describe and promote the good practices already widespread in our wine supply chains. Certifying these processes means offering greater transparency to consumers and strengthening the competitive positioning of certified products on global markets.
Letizia Cesani
Sustainable tourism or sustainable community or territory certifications could certainly be an effective tool for increasing revenue for agricultural businesses. However, what's truly lacking in certifications, which often result in bureaucratic burdens for businesses lacking the proper financial rewards, is adequate promotion of the certifications themselves, and their brands, to consumers, so they can make informed purchasing decisions while also recognizing the added value of the certified business. These are important promotional initiatives that require significant investment, which local institutions should also shoulder.
Giangiacomo Gallarati Scotti Bonaldi
The Italian Geographical Indication system is undergoing a profound evolution. Protection Consortia are being entrusted with new responsibilities, ranging from supply management to sustainability, from digitalization to wine tourism. Effectively carrying out these functions requires appropriate tools: greater cooperation between Consortia, sharing of expertise and specialized services, investment in digitalization, and dedicated resources. At the same time, it is necessary to recognize the heterogeneity of the Italian wine supply chain. Alongside large exporters, thousands of small and medium-sized businesses operate, representing the economic and cultural backbone of their territories. This is why uniform solutions are not needed, but rather a national strategy with shared objectives and flexible tools. The competitiveness of Italian wine is based on leveraging diversity. Protection Consortia are an essential element of this governance and must be empowered to continue fulfilling their role in protecting, developing, and sustainably growing denominations and territories.
Richard Ricci Curbastro
Equalitas has built its success on three key elements: its supply chain approach, scientific rigor, and international reliability. Born within the wine sector, the standard was designed to engage all stakeholders in the supply chain, from winemakers to Protection Consortia, fostering a shared path towards sustainability. Its value has also been recognized at the institutional level: it was the only private protocol involved in defining the public wine sustainability standard, contributing requirements that were later incorporated into national legislation. Its credibility has been further strengthened by independent international benchmarks and studies, placing it among the most reliable systems worldwide. Thanks to this recognition, Equalitas is now accepted and valued by major international retailers and monopolies in Northern Europe and Canada, offering companies concrete advantages such as easier market access, participation in international tenders, and reduced audits. The numbers confirm this growth: approximately 500 companies are already certified and over 300 are in the process of being certified, for a total that represents approximately 100% of the total. 20% of Italian wine production. The model is also expanding beyond national borders, with companies already certified in Spain and Northern Europe, confirming Equalitas' international vocation as a benchmark for sustainable wine of the future.
