Lower volumes, greater selection: Italian wine is entering a phase where quality, positioning, and diversification become crucial.
The picture emerging from the wine market this week is more complex than the simple drop in consumption might suggest.
Italian exports are slowing, the United States remains under pressure, and large-scale retail trade also confirms a decline in volumes. At the same time, however, there are interesting signs from premium wines, sparkling wines, Prosecco, and some growing international markets.
The market isn’t just buying less wine: it’s becoming more selective.
And this is probably the most important data for understanding where the sector is going.
Italian exports: -6.2% in the first half of the year
In the first six months of 2026, Italian wine exports exceeded 3.6 billion euros , recording a decrease of 6.2% in value and 4% in volume compared to the same period in 2025.
The average export price decreased by 2.3%.
The data remains negative, but shows a partial improvement compared to the first months of the year.
The United States , the leading foreign market for Italian wine, has the greatest impact, with 849 million euros and a -14.1% .
Germany (-6.8%) and the United Kingdom (-6.6%) are also in difficulty.
However, there are markets that go against the trend: China 19.8%, Brazil 8.2% and Mercosur 18.4% .
The product types also show different behaviors: sparkling wines hold up (0.4%) , while still bottled wines fall by 8.9%.
The message for companies is clear: depending on a few markets, a few importers, or a single distribution model increases risk.
Commercial diversification therefore becomes an integral part of the company strategy.
Veneto is the leading exporter, Piedmont is growing
Veneto clearly maintains its leadership in Italian wine exports with approximately 1.3 billion euros , despite recording an 8.4% decrease.
Piedmont grew by 2.4% , reaching 566.9 million euros and overtaking Tuscany, which recorded 543.6 million and a decrease of 7.4%.
Veneto, Piedmont and Tuscany together represent almost 67% of the value of Italian wine exports .
Among the other regions, positive signals emerge from Emilia-Romagna (5.6%) , Puglia (6%) and Friuli-Venezia Giulia (2.5%) .
The territorial snapshot therefore confirms that Italy’s wine industry is progressing at different speeds.
United States: The market suffers, but premium wines and Prosecco are responding.
The American data deserves a more in-depth reading.
While the overall market remains weak, the higher-end segment is showing greater resilience.
According to SipSource data referring to July 2026, in the last three months wine volumes decreased by 6.8% and turnover by 4.2%, but performances are progressively improving as prices rise.
The segment above $50 saw revenue growth of 0.9% over the last twelve months .
Even more significant is the behavior of some categories in the last three months:
Champagne 14.7%, Prosecco 10.2%, Sauvignon Blanc 3.2%.
The HoReCa channel also appears more resilient: over the last twelve months, wine and spirits sold on-premises have lost 2.8% in volume, compared to -7.5% for retail.
The American market, therefore, cannot be interpreted solely through the overall decline in imports.
There are still consumers willing to spend, but they are looking for recognizable products, experiences and a higher perceived value.
Large-scale retail trade: people drink less, but choices are changing
The Italian market also confirms a structural transformation in consumption.
According to the Coop 2026 Report, between 2019 and 2026, wine sales lost 9.7% in volume , while the Champagne-sparkling wine category grew by 20.9% .
Furthermore, 42% of Italians say they intend to reduce their alcohol consumption in the next 12-18 months.
But reducing volumes does not mean the disappearance of interest in wine.
Consumption becomes more occasional, more selective and more experiential .
In large-scale retail trade , white wines, low-alcohol products and sparkling wines intended for home consumption are growing.
For wineries, therefore, the problem is not only how much wine is consumed, but which wine the consumer continues to choose and for which occasion .
Italian sparkling wines: quality and international reputation
An important signal also comes from the Italian Classic Method.
Trentodoc won 35 gold medals at the 2026 Champagne & Sparkling Wine World Championships, confirming its position as one of the most internationally recognized Italian appellations.
Ferrari Trento won 9 gold medals and was named “Sparkling Wine Producer of the Year” for the sixth consecutive year.
Franciacorta, Alto Adige, Prosecco DOC and Conegliano Valdobbiadene Prosecco Superiore DOCG also received awards.
Beyond the medals, the interesting fact is strategic: Italian sparkling wines continue to build value through territory, quality, brand, and international recognition.
Diversification means building markets, not simply exporting
The difficulties of the United States are accelerating a reflection that has already begun for some time.
Going international can no longer just mean finding an importer and shipping bottles.
Companies must spread risk across countries, customers and trade channels .
Alongside the established markets, China, Japan, Korea, India, Vietnam, Thailand, Singapore, Canada, Northern Europe, Brazil, and Mercosur, with very different characteristics, are becoming interesting.
Not all of them can replace US volumes, but they can help build a more balanced trading portfolio.
Importers, HoReCa, distribution, direct sales, tastings, wine tourism, communities, and digital communication must be considered part of the same commercial system.
The United Kingdom remains a market to be monitored carefully
The United Kingdom, the third largest foreign market for Italian wine, purchased approximately 345.5 million euros of Italian wine in the first half of 2026, 6.6% less than in 2025.
Taxes and excise duties also weigh on the market.
The Wine & Spirit Trade Association has expressed serious concern about the prospect of further increases in alcohol duties in a market where consumption is already under pressure.
For Italian producers, this means dealing not only with demand, but also with final prices, taxation and consumer spending power .
Pressure also comes from agricultural costs
The problem is not just about sales.
According to Eurostat data reported in the analyzed material, in the second quarter of 2026, European agricultural output prices decreased by an average of 5.8% , while non-investment agricultural inputs increased by 4.7% .
Energy and lubricants grew by 22% and fertilizers and soil conditioners by 13.4%.
The combination is particularly delicate: pressured selling prices and rising production costs are compressing margins .
For agricultural and winemaking companies, efficiency, size, cost control and commercial capacity are therefore becoming increasingly important.
A transformation that comes from afar
Istat data for the period 2006-2025 show that the transformation of Italian wine will not begin in 2026.
In 2006, Italy exported 39.9 liters for every 100 liters of wine produced . In 2025, the share rose to 44 liters .
In the same period, production increased from 49.6 to 47.8 million hectolitres, while exports grew from 18.8 to 21 million hectolitres.
Italy therefore produces slightly less than twenty years ago, but a larger share of production depends on international markets.
It is a structural element that makes the commercial solidity of companies even more important.
