Il wine represents one of the pillars of Italian agri-food exports, with a trade balance exceeding 7 billion euros in 2025. However, the international context shows signs of slowing down. Last year, Italian wine exports they recorded a flexion by around -4%, due to weaker global demand and increased competitive pressure. medium-term forecasts indicate a possible contraction of the sector of up to -12% by 2029, if effective repositioning strategies are not adopted.
Premium and new markets: the levers of growth
In this scenario, the growth cannot be based on a mere increase in exported quantities, but also on the valorisation of the product. One of the main trends that emerged This concerns the increasingly central role of the premium and luxury segment. Mid- to high-end and premium wines, characterized by higher quality and distinctive positioning, are expected to grow in the coming years, even amid a general decline in consumption. For Italian wine, this segment represents a strategic opportunity: currently, premium wines still constitute a limited share of the overall offering, but their strengthening could significantly contribute to supporting exports.
Another key element concerns the geographical diversification of exportsCurrently, a significant share of Italian exports is concentrated in just a few markets, leaving the sector exposed to economic and commercial risks.
- United States remains the main reference market, with positive prospects especially in the premium segment, driven by sparkling wines. UK offers room for growth, particularly for medium-high range red and rosé wines. Japan confirms itself as one of the most promising markets, with demand increasingly oriented towards high-end wines. China continues to represent a complex but strategic market. Despite the decline in volume consumption, interest in superior quality wines is growing. South Korea shows similar dynamics, with ample room for growth, especially in the premium segment. Latin america, Mexico e Brazil They stand out for their dynamism and potential, also thanks to a growing winemaking culture.
Furthermore, among the areas under exploration Vietnam, Thailand, Indonesia, and India are emerging. These markets, although still small in terms of volumes, are experiencing high growth rates and share common characteristics:
- young population
- growing interest in wine
- strong contamination with the world of cocktails
In this context, the Italian sparkling wines they represent a strategic product for intercepting new consumers.
Strategy and Value: The Challenge for Italian Businesses
In light of the trends described, Italian companies must adopt a strategic approach to compete in international markets.
Le main directions of development are:
- strengthening of premium positioning
- diversification of outlet markets
- investments in branding and storytelling
- adaptation to new consumption models
Particular attention must be paid to younger consumers, who display a more dynamic and less traditional approach to wine.
The Italian wine market in the world remains solid and rapidly evolving. Vinitaly 2026 (April 12-15) highlighted a clear trend: sales volumes alone are not enough to be successful; added value is essential. Therefore, the challenge for Italian companies is to strengthen their qualitative positioning, expand their presence in emerging markets, and respond effectively to changes in demand.
