The Piedmont wine region is confronting one of the most severe crises in recent decades — a downturn that industry representatives compare to the shocks experienced during the Covid-19 pandemic and the 2008 global financial crisis.
The alarm was raised during a high-level meeting held in Turin on February 23, where representatives from the consortia of Asti and Moscato d'Asti, Brachetto d'Acqui, Barbera d'Asti and Monferrato gathered to assess the state of the sector.
Production Down, Stocks Up
According to data reported by Rai Uno, Piedmont’s wine production declined by 4% in 2025 compared both to the previous year and to the five-year average. However, lower harvest volumes have not translated into healthier inventories.
Instead, winery stocks continue to grow. Regional outlet Targato Cuneo reported that bottled wine sales have fallen by 20% over the past five years. One in five wineries is now considered “full,” reflecting the slowdown in product movement through distribution channels.
The imbalance between supply and demand is putting intense pressure on grape growers.
Grape Prices in Sharp Decline
The weakening market has triggered significant reductions in grape prices across key denominations:
- Barbaresco: -27% compared to 2014
- Nebbiolo d'Alba: -22%
- Langhe Nebbiolo: -28%
- Arneis and Dolcetto: -14% to -21%
- Barbera d'Asti: -30%
These figures highlight a structural problem rather than a temporary fluctuation. According to Claudio Sacchetto, president of the meeting, grape cultivation is undergoing a profound crisis, with reductions in both traded volumes and overall market value.
Structural Challenges Beyond Consumption
While declining wine consumption remains the primary driver of the crisis, producers identified several additional pressures:
- US tariffs, impacting exports to a key non-EU market
- Increasingly strong anti-alcohol messaging from health advocacy groups
- Adverse weather conditions, affecting both yields and quality stability
- Broader economic uncertainty influencing consumer purchasing power
The convergence of these factors has created a difficult environment for both growers and wineries, particularly those focused on premium denominations traditionally dependent on export performance.
A Region at a Crossroads
Piedmont is globally recognized for its prestigious appellations and long-standing winemaking heritage. Yet even renowned denominations are not immune to shifting global consumption patterns and economic headwinds.
Industry leaders are now debating strategic responses, which may include:
- Production adjustments
- Inventory management tools
- Market diversification
- Enhanced promotional campaigns
- Greater institutional support
The situation underscores a broader challenge facing European wine regions: aligning production structures with evolving global demand while maintaining quality and regional identity.
For Piedmont, the coming months will be decisive. Without corrective measures, prolonged stock accumulation and depressed grape prices could further strain growers’ profitability and regional competitiveness.
Source: Vinetur