For an export-oriented sector such as Italian wine—where one out of every two bottles is sold abroad—the priority in the coming months is clear: countering U.S. tariffs and identifying alternative markets.
This is no easy task. The United States remains not only the world’s largest wine market by total consumption, but also a mature destination capable of rewarding premium products. While reallocating unsold volumes from the U.S. to other regions may be feasible, maintaining equivalent revenue levels is significantly more challenging. Nevertheless, as long as tariffs remain in place, diversification is the only viable path forward.
These issues, alongside the search for new market opportunities—beyond recurring concerns over health warning labels—are at the center of the 58th edition of the Vinitaly trade show, running through April 15 at VeronaFiere.
THE IMPACT OF TARIFFS
Following the tariffs introduced by President Donald Trump, Italian wine exports to the U.S. declined by 9.2%, corresponding to a loss of €178 million in value. This downturn dragged total Italian wine exports down by 3.7% in 2025, closing the year at €7.78 billion.
Performance in non-EU markets was broadly negative. With the exception of Brazil (+3.8%), exports declined in the United Kingdom (-3.9%), Canada (-5.9%), Switzerland (-4.2%), and Russia (-16%).
By contrast, EU markets proved more resilient. Germany held steady (+0.6%, reaching €1.1 billion), while France (+3.6%) and the Netherlands (+5.6%) posted growth.
At a regional level, Italy’s leading producers reported declines: Veneto (-1.2%, €2.9 billion), Tuscany (-2%), and Piedmont (-2.2%).
In terms of product categories, sparkling wines limited losses (-2.5%, €2.3 billion), while still and semi-sparkling wines performed worse (-4.3%, €5 billion).
INTERNATIONAL AGREEMENTS: LONG-TERM OPPORTUNITIES
While 2025 reflects a challenging export environment, early 2026 has brought new momentum through trade agreements between the European Union and Mercosur, India, and, most recently, Australia. These deals include significant tariff reductions and are expected to support future growth in Italian wine exports.
“These agreements offer different perspectives,” said Giacomo Ponti, President of Italian wine producers’ association, Federvini, to Il Sole 24 Ore. “In Mercosur countries, we find a more favorable environment. There are citizens of Italian origin, Italian chefs, and a general appreciation for our products. There is already an export flow to South America, but it has so far been penalized by high tariffs. Compared to population size and our real potential, we are still underperforming. Investments will certainly be required, but I believe the path is relatively straightforward.”
India presents a very different scenario. “It is a market dominated by spirits—whisky and gin,” Ponti continued, “where our exports remain very limited. Italian companies will need to invest and target the growth of the Indian middle class. We must focus on education and develop pairing strategies between Italian wines and local cuisine.”
Australia, itself a wine-producing country, poses yet another challenge. “We are satisfied with the agreement reached between Brussels and Canberra from a commercial standpoint,” Ponti noted, “but less so in terms of protection, as Australians will be allowed to use such names as ‘Grappa’ and ‘Prosecco’ for ten years. However, I am convinced that Australia also offers potential for Italian wine, thanks in part to the strong presence of Italian immigrants, particularly in cities such as Melbourne.”
EUROPE AS A “SAFE HARBOR” FOR ITALIAN WINE
While international agreements will take time to deliver tangible results, attention is increasingly shifting back to the European Union. According to analysis by the Uiv-Vinitaly Observatory, the EU confirmed its role as a “safe harbor” for Italian wine in 2025, with growth of 0.7% helping to offset declines in non-EU markets.
More importantly, Europe is not merely a stabilizing force but a key growth driver. Between 2019 and 2025, the value of Italian wine sales across the 26 EU countries rose by 31%—nearly double the growth rate recorded in non-EU markets. This suggests a market far from saturation and increasingly diversified beyond its traditional German focus.
Sparkling wines have been the main engine of growth, with a 72% increase over the same period, generating €822 million in revenue. Thirteen out of 26 EU countries recorded triple-digit growth rates. France (+121%) has overtaken Germany to become the leading European importer of Italian sparkling wines, driven primarily by Prosecco—a remarkable “sparkling miracle” in the homeland of Champagne.
Strong performances were also recorded in Belgium and the Netherlands (around +60%), Austria (+41%), and Eastern Europe, with Poland (+74%) and the Czech Republic (+113%) showing exceptional growth. As global trade dynamics shift, Italy’s wine sector faces a dual challenge: defending its position in traditional markets while building new pathways for growth. The strategy is clear—diversify abroad, consolidate in Europe, and adapt to a rapidly evolving international landscape.
