Italian Wine Brands Gains Share as Exports Slow

Italian wine exports fell 3.7% in 2025, but Italian Wine Brands said the downturn is also creating openings for companies that can move faster on pricing, product mix and new markets.

The company, one of Italy’s largest wine groups, reported revenue of 395 million euros in 2025 across more than 70 labels. Bottle sales rose 3.65% from 2024, even as revenue slipped 1.5%, a sign that lower prices are weighing on the sector. Alessandro Mutinelli, the chief executive, said the figures showed the group was gaining share in a difficult market.

Exports still account for more than 80% of Italian Wine Brands’ turnover. In 2025, its export sales rose 0.5%, ahead of the broader industry, which was hurt by weaker demand in key markets. Britain remained the company’s largest foreign market, while Africa and Eastern Europe are emerging as areas of interest as incomes rise and demand shifts toward higher-end wines.

The broader Italian wine industry is also dealing with a large supply overhang. Unione Italiana Vini estimates that about 61 million hectoliters of wine are in stock, a level that is putting pressure on prices and volumes. That surplus has pushed more producers to focus on higher-value bottles rather than competing only on quantity.

Cost pressures are another concern. After easing in 2025, prices for raw materials such as glass and aluminum are starting to draw attention again. Glass prices had already jumped 80% in 2023, and renewed geopolitical tensions could add to inflation in packaging and transport.

At the same time, low- and no-alcohol wines are beginning to gain ground, especially in Central and Northern Europe. The category remains small, but Mutinelli said it is attracting new consumers and could follow a path similar to beer, where alcohol-free products now make up about 7%-8% of the market.

After a decade of acquisitions that tripled its turnover, Italian Wine Brands is now shifting toward premium positioning and stronger brand value as it tries to adapt to slower exports and changing drinking habits.