The Italian wine industry stands as a cornerstone of the country's economy, generating a turnover of 14.5 billion euros.
When considering spin-off effects, this figure rises to 31 billion euros, and the total direct and indirect economic impact reaches 45.2 billion euros, accounting for 1.1% of Italy’s GDP. The industry also recorded 8.1 billion euros in exports in 2024, with 1.9 billion euros directed towards the U.S. market. Meanwhile, domestic sales in retail and large-scale distribution (GDO) amounted to 3.06 billion euros, reflecting a modest 0.3% increase compared to the previous year. These data, compiled by the UIV-Vinitaly Observatory, were released just days ahead of Vinitaly 2025 (Verona, April 6-9).
Stability and Growth Amid Challenges
Despite stable overall market conditions, the Italian wine sector has seen notable peaks in exports, growing by 5.5% compared to 2023. However, total sales volume decreased slightly, with 743.4 million liters sold, marking a 1.5% decline year-over-year. In the large-scale distribution sector, red wines maintained their lead with 311 million liters sold, followed closely by white wines at 283.5 million liters. Sparkling wines, a crucial factor in maintaining a positive export balance, accounted for 105 million liters, while rosé wines contributed 43.5 million liters.
Consumption Trends and Long-Term Decline
In 2023, wine consumption in Italy had a penetration rate of 55% among the population, with 29.4 million consumers. Notably, wine consumption during happy hour (22 million consumers) exceeded daily consumption (11.7 million). However, over the past three decades (1993-2023), Italy has experienced a decline in wine consumption, dropping from 2.9 billion liters to 2.4 billion liters, a reduction of 21%.
Red wine remains the most consumed category, totaling 1.1 billion liters, followed by white wines at 751 million liters. Sparkling wines reached 347 million liters in consumption, while rosé wines accounted for 122 million liters.
The Importance of Export
The vitality of the Italian wine sector heavily relies on its export market, which recorded a commercial trade value of 7.5 billion euros in 2024. As international demand continues to grow, maintaining strong trade relationships and adapting to global market trends will be essential for the sustained success of Italian wine.
With Vinitaly 2025 on the horizon, the industry gathers to celebrate achievements while addressing challenges, ensuring that Italian wine remains a global leader in both quality and economic impact.
Source: WineNews