Italy is reinforcing its position as one of the world’s leading wine exporters through a major new investment program aimed at promoting Italian wines in non-EU markets.
The initiative, launched under the 2026-2027 CMO Promotion framework, allocates more than €98 million specifically for international wine promotion, highlighting the growing importance of export visibility in an increasingly competitive global wine industry.
The program, published by the Italian Ministry of Agriculture during Vinitaly 2026 in Verona, arrived significantly earlier than in previous years, giving producers and regional authorities more time to prepare strategic international campaigns.
The broader CMO Wine package for the 2026-2027 campaign totals €323.9 million, covering multiple areas of support for the Italian wine sector. Beyond export promotion, funding will also support vineyard restructuring, green harvesting, winery investments, and the distillation of winemaking by-products.
Export Promotion Takes Center Stage
Of the €98 million allocated for international promotion, €22 million will support national programs, while the remaining funds will be distributed through regional and multi-regional initiatives. The strategy aims to strengthen Italian wine exports in key global markets while also opening opportunities in emerging destinations.
Authorities have emphasized operational flexibility within the new framework. Small and medium-sized producers, often challenged by the financial demands of international promotion, will benefit from adjusted minimum investment thresholds designed to improve accessibility.
The initiative also updates reference costs for major strategic markets including the United States, Canada, the United Kingdom, Switzerland, and China. In addition, Japan has been introduced with new promotional parameters, reflecting the growing importance of Asian consumers for premium Italian wines.
The Ministry has confirmed June 15, 2026, as the deadline for submitting national promotional projects.
Vineyard Investments Remain a Priority
Although international promotion is receiving strong attention, the largest share of the overall CMO Wine budget — €144.1 million — will be dedicated to vineyard restructuring and conversion projects.
This reflects Italy’s continued commitment to improving vineyard sustainability, modernizing production, and adapting to climate and market changes. Another €57.6 million has been allocated to winery investments, while €19.2 million will support the distillation of wine by-products and €4.8 million will fund green harvesting measures.
Industry observers note that the balanced approach demonstrates Italy’s strategy of supporting both domestic competitiveness and international market expansion simultaneously.
Sicily, Veneto and Puglia Lead Regional Allocations
Among Italian regions, Sicily received the largest overall allocation, securing €53.4 million. The island will dedicate €34.1 million to vineyard restructuring and conversion, €10.8 million to investments, and €7.8 million to international promotion activities.
Veneto follows with €37.2 million, including a substantial €13.4 million dedicated to promoting wines in third-country markets. The region, home to Prosecco and Amarone production, continues to play a central role in Italy’s export success.
Puglia secured €30 million overall, with strong support directed toward vineyard modernization and export promotion initiatives.
Tuscany received €27.7 million, Emilia-Romagna €26.2 million, and Piedmont €18.8 million, confirming the strategic importance of Italy’s most internationally recognized wine territories.
Additional funding was distributed across regions including Abruzzo, Friuli Venezia Giulia, Lombardy, Sardinia, Campania, Marche, Lazio, Calabria, Trento, Bolzano, Molise, Basilicata, Liguria, and Valle d’Aosta.
Italian Wine Looks Beyond Europe
The renewed emphasis on non-EU promotion reflects broader trends in the global wine market. Italian producers are increasingly focusing on diversification beyond traditional European buyers, particularly as competition intensifies and consumption patterns evolve.
Markets such as the United States, Canada, China, Japan, and the United Kingdom remain essential for premium Italian wine exports, while emerging Asian and international markets continue to present new growth opportunities.
With stronger financial backing, improved flexibility, and earlier planning timelines, the 2026-2027 CMO Promotion initiative is expected to further consolidate Italy’s global leadership in the wine sector.
Source: WineNews
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