The Italian wine sector concluded the first half of 2026 with a 6.2% decrease in exports, totaling over 3.6 billion euros, with volumes down by 4%. According to the latest analysis by the Unione Italiana Vini (UIV) Observatory, based on Istat data released last September, the industry is navigating a complex global landscape marked by structural shifts in demand.
Global market dynamics and challenges
Nine of the top 10 export destinations recorded a slowdown in orders, with Russia emerging as a notable exception at +15.7%. The average export price also saw a decrease of 2.3%, heavily impacted by a 7.8% drop in the United States market. Lamberto Frescobaldi, President of UIV, noted that the Italian wine industry, like other major producing nations, is feeling the pressure of global purchasing power fluctuations and ongoing geopolitical tensions. He emphasized that the sector requires a systemic reorganization to address these challenges while protecting its socioeconomic value.
Signs of recovery in non-EU markets
Despite the difficult start to the year, the market outlook for the next 12 months suggests a potential improvement. Data from the summer months of July and August show a positive shift in non-EU markets, with a double-digit rebound in the United States compared to the same period in 2025. While European markets like Germany (-6.8%) and the UK (-6.6%) remained sluggish in the first semester, bright spots emerged in China (+19.8%) and Brazil (+8.2%).
Performance by category and region
Sparkling wines demonstrated resilience, remaining essentially flat (+0.4%), whereas bottled still wines faced more significant headwinds (-8.9%). Regionally, the top three producers saw mixed results: while Veneto (-8.4%) and Tuscany (-7.4%) struggled, Piedmont managed a 2.4% recovery, driven by the strong performance of Asti Spumante, effectively securing its second-place ranking in the national export hierarchy.