Despite a promising 2025 harvest, the Italian wine sector is entering a challenging phase, facing a saturated global market and the looming shadow of US tariffs. Data from Uiv Assoenologi Ismea present a mixed picture: export volumes are down, but export value remains steady.
ITALIAN WINE EXPORTS FALL, VALUE HOLDS STEADY
In the first five months of 2025, Italian wine exports declined 4% in volume, yet export value remained stable at €3.2 billion compared with the same period last year. The resilience in value signals underlying strength, but masks difficulties tied to international market dynamics.
The US market, a key strategic destination, offers a cautionary tale. Exports to the US rose 5.79% between January and May, but Matteo Zoppas, president of the Italian Trade Agency (ITA), warned that the growth is “driven by stockpiling” rather than end consumer demand, noting that US “sell-out figures provide little comfort.”
ITA STEPS UP SUPPORT
In response, ITA is ramping up support for Italian wine producers to safeguard international leadership. Initiatives include:
- Hosting promotional events such as Vinitaly USA in Chicago and Simply Italia in Miami and Dallas.
- Building partnerships with US importers, distributors, and restaurateurs to coordinate efforts against tariffs.
- Accelerating diversification into new markets to reduce exposure to high-risk regions.
In the first half of 2025, ITA has already organized 20 wine promotion initiatives, involving more than 240 companies and 440 operators, with another 35 initiatives under consideration.
“The quality of Italian wine, combined with our education and tasting programmes, will help us navigate a saturated market and consolidate our international position,” Zoppas concluded.
