Italian wine exports have shown a clear slowdown between January and October 2025. According to data from the sector, Italy exported 1.76 billion liters of wine worldwide, generating €6.51 billion in revenue. This represents a decrease of 1.4% in volume and 2.7% in value compared to the same period in 2024. The decline was even sharper in October, with a drop of 5.2% in volume and 6.5% in value, amounting to about €54 million less than October 2024.
This downturn comes after a record year in 2024, when Italian wine exports reached over €8.1 billion and 21.7 million hectoliters sold abroad. That performance confirmed Italy as the world leader in wine exports by volume and second only to France by value. The reversal in 2025 marks the first time in recent years that Italian wine exports have posted negative growth.
Several factors are contributing to this trend. One of the most significant is the introduction of higher tariffs on Italian wines exported to the United States, which remains Italy’s largest export market for wine, accounting for about 24% of total exports. Tariffs at 15% are estimated to have caused a negative impact of more than €300 million in revenue, and this figure could rise to nearly €460 million when factoring in the depreciation of the U.S. dollar against the euro. These tariffs make Italian wines more expensive for American importers, who may turn to cheaper alternatives from other countries.
Another challenge is Italy’s heavy reliance on a few key markets, especially the United States. This concentration exposes Italian producers to risks from trade policy changes and currency fluctuations. In addition, Italian wines are generally sold at lower average prices than those from France, Australia, or New Zealand, putting pressure on export values, particularly outside the premium segment.
Global consumption patterns are also shifting. Some major markets are seeing reduced demand for wine or changing consumer preferences, which affects overall export volumes and values.
Industry experts suggest several strategies to address these challenges and strengthen Italy’s position internationally. Diversifying export destinations is seen as crucial—expanding into growing markets such as Asia, Latin America, and Africa could help reduce dependence on traditional markets like the U.S., spreading risk and opening new opportunities.
There is also a push to focus on higher-value segments: promoting premium wines, protected designations (DOP/IGP), and high-quality sparkling wines can help raise the average value of exports. Emphasizing quality, regional identity, and sustainability is considered key for long-term growth.
Collective branding and integrated marketing efforts are being encouraged to promote Italy not just as a producer but as a “wine country system.” Coordinated participation in international trade fairs and global digital campaigns can help reinforce this image.
On the institutional side, negotiations for tariff reductions or exemptions at international forums (such as between the EU and U.S.) are ongoing. Financial support tools like export credit insurance are also being used to help companies manage risk.
Innovation is another area under discussion within the industry. While some producers are exploring trends such as low- or no-alcohol wines to attract new consumers, there is debate about how far innovation should go without diluting the cultural identity of Italian wine. Many believe that non-alcoholic grape-based beverages should be clearly distinguished from traditional wine to avoid confusion and preserve its symbolic value.
Communication is seen as an area needing improvement. The current approach—often technical and exclusive—can alienate potential new consumers. Making wine culture more accessible without oversimplifying it is viewed as essential for attracting younger generations and expanding the market base.
Despite these challenges, Italy remains one of the world’s leading wine exporters by both volume and value. The current slowdown highlights a period of transition for the sector but does not erase its global leadership or future growth prospects if supported by effective market strategies, innovation, and diversification efforts.
Dining and Cooking