The Unione Italiana Vini (UIV) held its National Council meeting this Thursday, analyzing the main challenges confronting the Italian wine sector.
President Lamberto Frescobaldi highlighted the ongoing impact of US tariffs imposed during the Donald Trump administration, noting that Italian and European wine producers are compelled to accept reduced profit margins to maintain their foothold in the United States.
According to UIV data, the average price of Italian wine exported to the US fell by 15% in the third quarter, while French wine dropped by 26%. At the same time, final prices for US consumers rose 4–5 percentage points in October, and Thanksgiving season orders have yet to recover, resulting in an estimated EUR 110 million drop in exports compared to the same period last year. Frescobaldi urged measured responses, emphasizing the importance of concrete measures over alarmism or excessive optimism. He welcomed the draft budget allocation of EUR 100 million for wine promotion, provided that wine is recognized as a priority product under the “Made in Italy” program.
Addressing US operators, Frescobaldi stressed that no link in the supply chain should seek profits at the expense of others, warning that the multiplier effect that previously generated USD 4.50 in sales for every USD 1 invested in European wine could be reversed if consumption is not revived and prices moderated.
The meeting also addressed broader export concerns. The UIV Observatory reported a 14% drop in trade value with non-EU countries in Q3 and a cumulative 5.7% decrease for the first nine months of the year. The association emphasized the need to increase ICE Agency resources to diversify markets and strengthen Italy’s international presence.
Regarding European negotiations on the “Wine Package,” UIV hopes the maximum period for promotional activities under CMO Promotion will be extended from three to ten years per target country. The association also opposed fully funding vineyard uprooting measures without additional resources, citing the unsuccessful 2009 experience that cost the EU one billion euros.
Finally, on dealcoholized wines, UIV expects the interministerial decree Masaf-Mef to finalize its administrative process soon. The sector has awaited this regulation for two months, which is crucial to ensure Italian producers can compete on equal footing with other European countries, where rules have been in place since December 2021.
Source: Vinetur