The decline in Italian wine exports recorded between January and October 2025 reflects more than a temporary correction after an exceptional year — it highlights structural vulnerabilities within one of the world’s most important wine-producing countries.
With exports totaling 1.76 billion liters and €6.51 billion in value, Italy saw decreases of 1.4% in volume and 2.7% in revenue compared to the same period in 2024.
The slowdown intensified in October, when exports dropped sharply both in quantity and value, erasing approximately €54 million in revenues year-on-year. This contraction follows the extraordinary results of 2024, when Italian wine exports reached €8.1 billion and 21.7 million hectoliters, securing Italy’s leadership in global export volumes.
Central to the current difficulties is Italy’s exposure to the United States, which accounts for nearly a quarter of total wine exports. The introduction of new 15% tariffs has significantly altered market conditions, making Italian wines less competitive. The estimated financial impact ranges from €300 million to almost €460 million when combined with the weakening of the US dollar, underscoring the scale of the challenge.
This dependence on a single dominant market is compounded by pricing dynamics. Italy’s average export price remains lower than that of major competitors such as France, Australia, and New Zealand. While this has historically supported high volumes, it now limits value growth and reduces resilience in times of rising costs and trade barriers.
In response, the sector is increasingly focused on diversification and repositioning. Expanding into emerging markets in Asia, Latin America, and Africa is seen as a priority to reduce reliance on the US and spread geopolitical and currency risks more evenly. At the same time, producers and institutions are emphasizing higher value-added categories, including PDO and PGI wines, as well as internationally recognized sparkling wines, to lift the average price per liter exported.
Institutional support will play a crucial role in this transition. Negotiations aimed at reducing or mitigating tariffs are ongoing, alongside the development of financial tools to support exporters facing higher costs and lower margins. Meanwhile, the industry continues to debate how best to respond to trends such as low- and non-alcoholic wines. While some see these products as a commercial opportunity, others stress the importance of safeguarding wine’s cultural, historical, and agricultural identity.
Ultimately, the challenge for Italian wine lies in balancing innovation with tradition. By adapting communication, engaging new consumers, and strengthening its premium image without losing accessibility, Italy can navigate the current downturn and reinforce its position as one of the world’s leading wine exporters.
Source: Vinetur
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