The Italian wine retail sector is navigating turbulent waters in 2025. According to a recent survey conducted by Vinarius, the Association of Italian Wine Shops, wine sales have either stagnated or declined across most of the country, reflecting broader economic pressures and changing consumer preferences.
Vinarius, led by president Andrea Terraneo, represents over 120 wine shops nationwide with a collective turnover approaching EUR 50 million.
The study paints a sobering picture. Comparing summer 2025 sales to those of the previous year, 41.7% of wine retailers reported a downturn, while another 41.7% noted no change. Only 16.7% saw any improvement. The trend extends to the first half of 2025 as well, with 50% of respondents observing a sales decline compared to the same period in 2024. Meanwhile, 33.3% reported stable sales and a mere 16.7% registered growth.
Despite the grim figures, certain trends stand out. Still white wines have emerged as the clear winners of the summer season, with 50% of wine shop owners naming them the most sought-after style. Sparkling wines captured 25% of preferences, while rosé wines—often expected to shine during warmer months—lagged behind at 16.7%, followed by red wines at just 8.3%.
Particularly notable is the steep decline in rosé wine sales. Compared to summer 2024, 58.3% of respondents reported a reduction in rosé consumption, while only 25% saw any increase. 16.7% indicated consumption levels had remained steady.
Looking ahead to the fall/winter 2025 season, wine shop owners express what Vinarius calls a sentiment of “cautious confidence.” Roughly 33.3% expect an improvement in sales, 25% foresee continued stability, and 41.7% remain pessimistic.
Vinarius president Andrea Terraneo notes that the results point to a sector in transition:
“The results of our survey confirm that wine shops are experiencing a complex adjustment period, amidst evolving consumer tastes and widespread economic difficulties. Still white wines continue to be a solid choice for customers, while rosé wines appear to be experiencing a decline. Our commitment, now more than ever, is to support the sector by promoting culture, training, and collaboration with producers.”
With uncertain demand patterns and macroeconomic headwinds persisting, Italian wine shops are focusing on adaptation—whether through product curation, customer education, or deeper cooperation within the industry. One thing is certain: the wine market of 2025 demands both resilience and reinvention.
Source: WineNews