Italian wine exports closed last year with a new all-time high: 8,136 billion euros in value and 21,7 million hectoliters, confirming Italy as the world's leading exporter by volume and second in value after France. Production has seen a marked recovery: 48 million hectoliters in 2024, a 13% increase over 2023.
However, in recent months the unknowns of the new season of US tariffs have hit: from 1 August 2025 Tariffs on European wine have been introduced which, for Italy, have a potential impact of approximately €317 million over the next twelve months. The most exposed segments? Moscato, Pinot Grigio, Prosecco, and Tuscan reds. Considering that the US remains the largest market In terms of value for Italian wine, the price effect risks compressing the margins and price lists of one of the certainties of the Bel Paese.
Italian wine: what happens now with tariffs?
Don't panic, let's see what they can be instead. opportunities for businessesTariffs in themselves aren't a punishment; they can be an invitation to rebalance geographies and channels, focusing on more dynamic markets and stable, long-term partnerships. Furthermore, perceived value and operational efficiency ultimately determine competition.
Not surprisingly, the reaction of companies is already underway on two fronts: diversification and optimizationOn the first front, the positive dynamics of stand out Canada (+15,3%) and Russia (+40%), along with Latin America and Asia. In the latter, many wineries are working on more efficient logistics, lighter packaging, more flexible contracts and a push towards digitalization: frome-commerce (expected to reach $6,7 billion in 2025) to CRM, cloud, and AI systems to better understand customers and segment offers.
Growth opportunities for quality and organic wine
Consequently, the weight of quality wines is growing: DOP products account for 68% of exports and sparkling wines 29%, with Prosecco DOC alone accounting for about a quarter of national PDO production. In the US, Prosecco recorded a 17% increase in 2024, and the first months of 2025 saw a 10,2% increase in bottlings.
On the domestic market, Only 29% of Italians (about 8,5 million people) consume wine every dayThe remainder is split between occasional and regular consumers, with average consumption remaining stable at around 37,8 liters per capita per year. Preferences for white, rosé, and sparkling wines are growing, while more structured reds are slightly declining.
Another competitive advantage that should not be underestimated is Italian leadership in organic viticulture: 133.000 certified hectares, equal to 23% of the national vineyard area, with peaks of 40% in Tuscany and 36% in Sicily. This confirms its role as a key asset in wine tourism, which alone is worth nearly €3 billion and 15 million visits annually (an 11% increase over 2023). A toast to optimism and confidence in Made in Italy.
