At a recent conference in Noventa di Piave, organized by CIA Venezia, the Italian wine sector reviewed the 2025 harvest and discussed the challenges facing producers. The event brought together national and regional leaders of the association, who analyzed both the strengths and weaknesses of the current market. The main topics included stable production levels, declining domestic consumption, and significant difficulties in exports to the United States.
Franco Passador, President and CEO of Vi.V.O. Cantine, explained that national wine production was initially estimated at 47 million hectoliters for 2025 but later adjusted to 44 million. Despite this correction, production remains stable overall. Veneto saw a modest increase of 2 percent, while regions like Lombardy and Friuli Venezia Giulia performed well. Southern Italy showed unexpected growth, with Basilicata increasing output by 40 percent and Sicily by 20 percent.
Among Veneto’s grape varieties, prosecco continues to perform strongly. In 2025, 4,253 hectoliters were bottled, marking a 2.2 percent rise compared to the previous year. Stocks are low, prompting an early start to commercialization on December 1. Pinot grigio also reported positive results, though many vineyards are now considered old.
The most pressing concern for producers is the slowdown in exports to the United States. New tariffs of 15 percent and a weaker dollar have pushed retail prices from $12-13 up to around $20 per bottle. This price increase has led to a sharp drop in purchases. Data from summer 2025 show a 28 percent decrease in export value compared to last year, despite a strong start to the year as importers stocked up before tariffs took effect.
According to research firm Nomisma, exports remain crucial for Italian wine producers because domestic consumption has fallen by about 30 percent since the 1990s. While sales to the U.S. have slowed, other markets such as Romania, Vietnam, Turkey, Thailand, and Bulgaria are showing double-digit growth rates.
Federica Senno, president of CIA Venezia, said these trends require careful consideration from both producers and policymakers. She noted that consumer habits are changing—red wine sales are down, young people are drinking less wine overall, and there is an ongoing need to protect both production levels and farm incomes. With regional elections approaching in Veneto, Senno called on the incoming government to pay close attention to the wine sector, which she described as a key part of local agriculture.
The conference highlighted how Italian wine producers are adapting to new market dynamics while facing external pressures such as tariffs and shifting consumer preferences. The industry is looking for support from regional authorities as it navigates these challenges in the coming year.
Dining and Cooking