2025 was a challenging year for the Italian wine sector, yet it ended with notable resilience.
According to a WineNews survey of 25 leading Italian wine producers, representing over €2.5 billion in combined turnover (more than 17% of the sector), 53% of companies managed to break even, while over 40% experienced slight declines, typically between -1% and -5%. Exports remained robust, with record-breaking figures reaching €8.1 billion, although global market fluctuations introduced additional complexity.
Looking ahead to 2026, the scenario remains uncertain. Factors such as tariffs in key markets like the US, health concerns, climate change, rising costs, and regulatory challenges continue to influence company expectations. The survey shows a split: 37% expect stability, 37% anticipate growth (mostly modest, +2% to +4%), and 26% foresee a slight decline (-3% to -5%).
In response to these challenges, Italian wine producers are largely maintaining their marketing and communications budgets, with 79% keeping them stable, while sales support is increasingly prioritized: 37% plan to increase investment in commercial operations, averaging +5%, with some peaks of +10%.
Domestic and export performance reveal different trends. Within Italy, 58% of wineries reported stability, 26% a decline, and 16% growth, while export figures show greater variation: 42% stable, 37% declining (-3% to -15%), 21% growing slightly (+1% to +3%). Despite these complexities, the Italian wine sector is cautious but optimistic, aiming to sustain its long-term appeal and global reputation.
Finally, the survey highlighted the emerging but limited interest in no- and low-alcohol wines: only 26% of companies are investing or planning to invest in this segment, leaving 74% without current initiatives.
Source: WineNews
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