The Italian wine sector is calling for urgent action to strengthen its position in international markets, as recent economic challenges threaten its growth. Lamberto Frescobaldi, president of the Unione Italiana Vini (UIV), expressed support for the Italian government’s plan to increase funding for wine promotion abroad. The announcement was made by Agriculture Minister Francesco Lollobrigida during Vinitaly.USA, an event focused on Italian wine in the United States.
The government’s strategy includes a significant boost to resources allocated to Ice-Agenzia, the agency responsible for promoting Italian products overseas. The goal is to intensify the presence of Italian wine in key markets, starting with the United States. This move comes at a time when the Italian wine industry faces several obstacles, including new U.S. tariffs, a weaker dollar, and reduced purchasing power among American consumers.
Frescobaldi described the government’s intervention as “fundamental” for the sector. He noted that Italian wine remains a strategic asset for the country’s exports, generating a surplus of more than 7.5 billion euros in 2024. However, he warned that the industry is at risk of losing ground unless decisive measures are taken. Frescobaldi called for what he described as a “shock therapy” in promotional efforts to support producers and maintain Italy’s position in global wine markets.
According to UIV, the government’s commitment to substantially increase the promotional budget is the most effective response to current market conditions. The organization believes this will strengthen the competitiveness of Italian wine and improve its image internationally.
The United States continues to be the leading destination for Italian wine exports, accounting for more than 24 percent of total shipments and reaching a value of 1.9 billion euros in 2024. Over the past decade, Italian companies have invested more than 1 billion euros in foreign promotion projects through the OCM Promozione program. These efforts have contributed to a 60 percent increase in exports and have helped Italy maintain its position as the world’s top wine exporter by volume.
Frescobaldi emphasized the importance of targeted strategies to highlight the unique qualities of Italian wine and support the entire supply chain in an increasingly competitive global environment. He pointed out that while American consumers have a strong appreciation for Italian wines, they expect visibility, consistency, and strong relationships from producers. Frescobaldi concluded that the best way forward is to invest in quality, distribution, and promotion, turning the current period of adjustment into an opportunity for renewed growth.
Dining and Cooking