Italy’s wine sector is set to benefit from a major financial package worth €323.9 million under the new 2026-2027 CMO Wine program, with export promotion emerging as one of the key priorities for the country’s long-term international strategy.
The initiative, announced during Vinitaly 2026, is designed to strengthen Italian wine competitiveness both domestically and abroad through targeted investments in promotion, vineyard modernization, sustainability, and winery development.
At a time when global wine markets are becoming increasingly competitive, Italian authorities are placing strong emphasis on supporting producers in non-European Union markets, where growth opportunities remain significant.
€98 Million Dedicated to International Promotion
A total of €98 million from the overall package has been earmarked for promoting Italian wines outside the European Union. Of this amount, €22 million will fund national promotional campaigns, while the rest will be distributed through regional and multi-regional programs.
The measure introduces several operational improvements intended to make international promotion more accessible, especially for smaller producers. Minimum investment thresholds have been adjusted to facilitate participation, while updated market cost references better reflect the realities of strategic export destinations.
Special focus has been placed on major markets including the United States, Canada, the United Kingdom, Switzerland, and China. Japan has also received newly introduced promotional parameters, underlining its growing relevance for premium wine consumption.
The Italian Ministry of Agriculture has established June 15, 2026, as the submission deadline for national promotion projects.
Regional Distribution Highlights Italy’s Wine Diversity
The majority of the €323.9 million CMO Wine allocation — €275.2 million — will be distributed among Italian regions, supporting a broad range of wine-producing territories from north to south.
Sicily secured the largest regional allocation at €53.4 million, reinforcing its increasingly important role in both quality wine production and export development.
Veneto, one of Italy’s most export-oriented wine regions, received €37.2 million, including major support for international promotional activities. Puglia followed with €30 million, while Tuscany secured €27.7 million and Emilia-Romagna €26.2 million.
Piedmont, internationally recognized for Barolo and Barbaresco wines, received €18.8 million. Additional funding was allocated to Abruzzo, Friuli Venezia Giulia, Lombardy, Sardinia, Campania, Marche, Lazio, Calabria, Trento, Bolzano, Molise, Basilicata, Liguria, and Valle d’Aosta.
The regional distribution reflects Italy’s strategy of maintaining support across both internationally renowned appellations and smaller emerging wine territories.
Vineyard Modernization and Sustainability
The largest single portion of the funding package — €144.1 million — will support vineyard restructuring and conversion projects.
This measure aims to help producers modernize vineyards, improve sustainability practices, adapt to climate challenges, and strengthen long-term production quality.
An additional €57.6 million has been allocated for winery investments, while €19.2 million will fund the distillation of winemaking by-products. Green harvesting measures will receive €4.8 million.
Industry analysts believe the comprehensive structure of the CMO Wine program demonstrates Italy’s commitment to balancing export growth with long-term sustainability and production efficiency.
Italy Reinforces Leadership in Global Wine Markets
Italy remains one of the world’s leading wine-exporting nations, and the 2026-2027 CMO Wine initiative highlights the country’s determination to maintain and expand its global influence.
As consumer preferences evolve and competition intensifies from both traditional and New World wine producers, strategic promotion in non-EU markets is increasingly viewed as essential for long-term growth.
With stronger institutional backing, expanded flexibility for producers, and significant financial support, Italian wine producers are expected to strengthen their international positioning across key global markets over the coming years.
Source: VinoVistara