The Italian wine sector faced a difficult year in 2025, with exports closing in negative territory, down 3.6% in value compared to the previous year. In absolute terms, this contraction translates into a loss of nearly €300 million and 400,000 hectolitres, reflecting a broader slowdown in global demand.
The most significant declines were recorded in North America and non-EU Europe, while exports to European Union countries—still accounting for 40% of total export value—showed growth, partially mitigating the overall downturn.
Speaking at an event organised by Federvini during Vinitaly 2026, Denis Pantini, Head of Nomisma Wine Monitor research firm, framed the situation within a broader international context. “Italian wine is not alone in experiencing declining exports,” Pantini noted. “All major global exporters have recorded reduced sales, primarily due to a contraction in consumption and a drop in demand for imported wines across many international markets.”
Only a handful of countries bucked the trend. “Germany, Switzerland, and Brazil posted growth in wine imports in value terms,” Pantini said, “while the United States—also affected by the depreciation of the dollar—saw a 12% decline, the United Kingdom fell by 6%, Canada by 12%, and China by 15%.”
This global dynamic is also reflected in the performance of Italy’s PDO wines. Growth patterns remain uneven: still red wines from Piedmont and white wines from Tuscany recorded increases in both value and volume. Meanwhile, Sicilian white wines grew in value but declined slightly in volume, and Prosecco showed the opposite trend, with volume growth but a drop in value.
Among international markets, the United States remains a key concern. It continues to be the leading export destination for Italian wine by value, but increasing uncertainty linked to trade and customs policies under the Trump administration is weighing heavily on outlooks.
“While the US market is currently irreplaceable for Italian wine, it is essential to look beyond,” Pantini stressed. “The search for new outlets is crucial to reduce risk and increase export market diversification.”
In this context, the acceleration of free trade agreements by the European Union represents a strategic opportunity. “The progressive elimination of tariffs and the protection of geographical indications are fundamental tools for gaining market share,” Pantini explained, pointing to regions such as Mercosur (Brazil, Argentina, Uruguay, and Paraguay), India, and Australia as promising targets.
Looking ahead, comparative analysis between annual export growth rates of bottled Italian wines (still and sparkling) from 2019 to 2024 and five-year forecasts of per capita GDP reveals further opportunities. Markets such as Poland and South Korea, already significant importers of Italian wine, show strong potential, alongside emerging destinations including Mexico, Peru, Colombia, Thailand, and, within Europe, the Czech Republic and Romania.