The Italian wine sector closed 2025 under a mix of resilience and caution. While record-breaking exports totaled €8.1 billion, over 40% of producers reported slight declines in revenue, mostly between -1% and -5%.
According to a WineNews survey of 25 leading wineries, representing more than €2.5 billion in combined turnover, 53% of companies broke even, highlighting the sector’s ability to weather market volatility.
As 2026 begins, uncertainty remains. Tariffs in the US, climate challenges, health concerns, rising costs, and regulatory changes all influence projections. Survey responses reveal a balanced outlook: 35% anticipate stability, 35% moderate growth, and 26% slight decline, reflecting cautious optimism.
Companies are strategically responding by safeguarding marketing budgets and emphasizing sales support. While 79% maintain their marketing spending, 37% are increasing investments in sales networks, reflecting the need to protect market share in challenging conditions.
Performance differs between domestic and export markets. Within Italy, 58% of wineries reported stability, with 26% declining and 16% growing. Exports were more volatile: 42% stable, 37% declining (-3% to -15%), and 21% growing modestly (+1% to +3%).
Despite challenges, the Italian wine sector remains adaptive and forward-looking. Innovation in areas such as no- and low-alcohol wines is emerging, with 26% of companies exploring this trend. Overall, Italian wineries demonstrate a strategic, resilient approach, balancing tradition, growth ambitions, and market realities.
Source: VinoVistara