After a record-breaking performance in 2024, the Italian wine sector entered a more complex phase in 2025, marked by a visible slowdown in exports.
Between January and October 2025, Italy exported 1.76 billion liters of wine, generating €6.51 billion in revenue. Compared to the same period in 2024, this represents a decline of 1.4% in volume and 2.7% in value, signaling mounting pressure on both quantities sold and average export prices.
The downturn became particularly evident in October, when exports fell by 5.2% in volume and 6.5% in value. In absolute terms, this meant around €54 million less in export revenues compared to October 2024. These figures stand in stark contrast to the exceptional performance of the previous year, when Italy reached €8.1 billion in wine exports and shipped 21.7 million hectoliters abroad, consolidating its position as the world’s leading exporter by volume and second only to France by value.
A key factor behind the expected reversal in 2025 is the introduction of higher tariffs on Italian wines in the United States, Italy’s most important export destination. The new 15% tariffs are estimated to cause losses of around €300 million, potentially rising to nearly €460 million once the depreciation of the US dollar is factored in. As a result, Italian wines have become more expensive for US importers, increasing the risk of reduced demand or substitution with lower-priced alternatives or wines from competing countries.
The heavy dependence on the US market further amplifies these risks. Approximately 24% of Italy’s total wine exports are destined for the United States, making the sector particularly vulnerable to trade policy shifts, political decisions, and currency fluctuations. At the same time, the relatively low average export price of Italian wine—compared to countries such as France, Australia, or New Zealand—limits value growth and puts additional pressure on margins, especially outside the premium and super-premium segments.
Adding to these structural challenges is a broader shift in international consumption patterns. In several key markets, wine consumption is declining, and consumer preferences are evolving, affecting demand in regions that have traditionally been strong for Italian producers.
Despite the current slowdown, Italy retains significant growth potential. By diversifying export destinations, upgrading its value proposition, and reinforcing its global image, the Italian wine sector may be able to regain momentum while preserving its cultural and territorial identity.
Source: Vinetur