The prospect of a “Champagne war” announced by US President Donald Trump—targeting French wines with potential tariffs of up to 200%—is anything but welcome news for Italian sparkling wine producers. While the measures are aimed at France, Italy’s winemakers warn that such abrupt and unpredictable decisions can quickly spiral, drawing other countries into the dispute.
According to Il Sole 24 Ore, Trump’s threat is linked to France’s decision to send a military contingent to Greenland and President Emmanuel Macron’s refusal to join a proposed Gaza peace board. The initial response from Washington was the threat of an additional 10% duty—bringing total tariffs to 25%—on countries involved, later escalated with specific threats against France.
The ripple effects were immediate. European stock markets fell sharply, with heavy losses among exposed companies such as French luxury group LVMH, owner of Champagne houses including Moët & Chandon, Krug, and Veuve Clicquot.
Despite the turmoil, no official comment has been released by the Comité Champagne, the body representing France’s leading Champagne maisons. The figures, however, highlight what is at stake. In 2025, Champagne production totaled 266 million bottles, with just over half—156 million—sold abroad. The United States remains the largest export market, absorbing around 27 million bottles per year, followed by the United Kingdom (22 million) and Japan (12 million). If Trump’s threat were to materialize, Champagne could be severely penalized in its most important foreign market.
Yet this scenario does not cheer Italy’s producers, despite being direct competitors to their French counterparts. “First of all, we make different products aimed at completely different markets,” said Luca Giavi, director of the Prosecco DOC Consortium. “We do not see this as an opportunity, because we prefer to compete and win in the marketplace. The comparison between Prosecco and Champagne does not belong to us. French producers represent a world we look at with respect—one from which we have learned a great deal. For this reason, news like this is certainly not a cause for satisfaction.”
For Prosecco DOC as well, the United States is the leading market, absorbing more than 120 million bottles a year. As of last October, and despite existing duties, sales recorded a 2.1% increase in volume and a 2.3% rise in value.
A similar stance comes from Piedmont. “We also see no reason to rejoice in President Trump’s threats against Champagne,” said Giacomo Pondini, director of the Asti and Moscato d’Asti DOCG Consortium. “I can only say that I understand President Macron, who responded by putting on a pair of sunglasses. It is a truly difficult situation to comment on, and just as it has targeted France, it could suddenly involve Italy as well.” Pondini stressed that Asti producers do not consider themselves in competition with Champagne. “Our products have completely different characteristics and positioning. What we do have in common is that, for us as for the French, the United States is the main foreign market.” Italy ships around 20 million bottles a year to the US between Asti Spumante and Moscato d’Asti, out of a total production of 85 million bottles. Last year, Moscato held its ground, while Asti Spumante suffered a sharp decline in sales. “The last thing we need,” Pondini concluded, “is a tightening of tariffs.”