The Vino Nobile di Montepulciano has recorded an encouraging growth trend in the United States during the first eight months of 2025, according to new data from the Unione Italiana Vini (UIV) Observatory.
While many Italian wine categories have faced declining sales in the U.S., Montepulciano’s flagship red has shown resilience, posting positive results in both value and volume.
Positive Trend Amid Sector Challenges
Between January and August 2025, total sales of Vino Nobile di Montepulciano in the U.S. increased by 4.8% in volume and 4.2% in value, according to the UIV report presented in Montepulciano.
In the off-premise channel—which includes retail outlets such as supermarkets and wine shops—sales saw even stronger momentum, up 15.9% in volume and 16.8% in value.
By contrast, the on-premise channel (restaurants, bars, and hotels) registered a modest decline overall, though sales in premium segments—particularly bottles priced over €30—grew notably. This suggests that Vino Nobile continues to attract a loyal, high-income consumer base seeking authentic, terroir-driven Italian wines.
U.S. Becomes a Key Export Market
The United States has now become the second largest international market for Montepulciano’s Vino Nobile, accounting for 35% of total exports—a figure that continues to rise.
Andrea Rossi, President of the Consorzio del Vino Nobile di Montepulciano, attributes this success to a deliberate strategy centered on promotion and innovation. “Our efforts have allowed us to reach both young consumers and those with higher purchasing power,” Rossi noted.
Changing Consumer Profiles
The UIV analysis highlights a demographic shift in the wine’s U.S. audience. Consumers aged 21–39 now represent 44% of total sales, marking a 12% increase compared to the previous year.
In terms of income levels, households earning between USD 75,000 and 124,999 form the largest consumer group, representing 57% of total sales, up 4.5% year-over-year.
Supermarkets and specialty wine and spirits retailers are the fastest-growing sales channels, expanding the brand’s footprint within large-scale retail distribution across the country.
Italian Market Performance
Domestically, the majority of Vino Nobile’s sales remain concentrated in central Italy, with Tuscany alone accounting for 42%. The north represents 33%, and the south about 5.3%.
An important trend within Italy is the growth of direct winery sales, which now exceed 35% of the total—reflecting the strong relationship between producers and wine enthusiasts.
Exports remain vital for the consortium’s wineries, making up 65.5% of their overall sales last year.
Across regions, Europe (excluding Italy) accounts for 29.2% of exports, while the Americas (North and South) lead with 35%.
A Growing Demand for Organic Wines
Vino Nobile di Montepulciano continues to build its reputation for sustainability and authenticity. Nearly 44.7% of domestic sales are certified organic, and this share rises to over 50% in export markets—underlining the growing consumer preference for environmentally conscious wines.
Recognition from the UIV
Lamberto Frescobaldi, President of the Unione Italiana Vini, praised these achievements, noting that they illustrate the ability of Italian red wines to thrive even amid challenging global conditions. “Vino Nobile’s success proves that a focus on quality, identity, and strategic communication can sustain growth despite sector-wide pressures,” Frescobaldi said.
However, he also cautioned about potential risks related to possible new U.S. tariffs on European products, which could impact future exports if implemented.
Investment and Promotion Drive Results
Over recent years, the Montepulciano Wine Consortium has significantly invested in marketing and trade development across the United States. These initiatives—partly supported by European CMO funds—include promotional campaigns, participation in key trade fairs, and collaboration with distributors and wine educators.
Such continuous investment, the consortium believes, has been essential to maintaining and expanding the visibility of Vino Nobile di Montepulciano in one of the world’s most competitive and discerning wine markets.
Source: Vinetur