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2026 Harvest in Italy: Drought Reduces Harvest, But Inventories Are Worrying Italian Wine

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Fewer grapes in the vineyards due to heat and water stress, while 42.6 million hectoliters of wine remain in the cellars. Exports remain negative, prices are under pressure, and consortia are forced to reduce yields.

The paradox of the 2026 harvest: for some Italian wine, producing less could help maintain value and profitability.
The 2026 harvest in Italy presents a paradox that until a few years ago would have seemed difficult even to imagine: a lower production could represent, at least from an economic point of view, not entirely bad news for the wine sector .

Drought, high temperatures, and water stress are impacting grape weight and yields in several areas. But the issue most worrying producers and wineries doesn’t seem to be how much wine Italy will be able to produce in 2026.

The real question is another: how much wine can the market absorb today?

Because the new harvest arrives while Italian cellars still hold 42.6 million hectoliters of wine , 6.9% more than in the same period in 2025, to which must be added 3.1 million hectoliters of must.

At the same time, exports remain in negative territory, prices for numerous categories are under pressure, and several denominations have already decided to reduce yields.

The 2026 harvest therefore risks being remembered not so much for the quantity harvested, but for having highlighted a now structural issue in Italian wine:

It’s no longer enough to produce well. We must produce what the market is willing to buy and pay for.

An early harvest due to the heat

The 2026 harvest started in several Italian areas around 8-10 days early , especially for the early varieties and for the bases intended for sparkling wine production.

From Sicily to Oltrepò Pavese, from Franciacorta to the other wine-growing areas, high temperatures have accelerated ripening.

According to the indications that emerged in the first weeks of the harvest, the quality of the grapes appears generally good and in some areas very promising.

However, it is more difficult to formulate a reliable quantitative forecast.

Precisely for this reason , the Italian Wine Union, Assoenologi and Ismea have decided in 2026 not to present the traditional national harvest forecast , postponing the evaluation until the final data are available once the harvest is concluded.

A significant decision, which calls for caution given the quantitative estimates circulating in recent weeks.

Drought and high temperatures reduce the weight of the bunches

The main problem in the vineyards is the combination of heat and water availability .

The drought affected different regions differently, even in very close areas. Where water stress was greatest, vines faced difficult conditions precisely during crucial stages of ripening.

Added to this are high night temperatures and, in some areas, little temperature difference between day and night .

The result can be a greater concentration of the grapes, dehydration phenomena and above all a reduction in the average weight of the bunches .

In other words, apparently full vineyards may yield, at harvest time, quantities lower than expected.

The drought will therefore likely contribute to containing domestic production.

But that might not be enough.

And this is where the real paradox of the 2026 harvest arises.

The problem is not only how much we harvest, but how much wine we already have in the cellar

To understand the situation, we need to look beyond the vineyards.

As of July 31, 2026 , according to the Icqrf “Cantina Italia” report, Italian cellars contained:

42.6 million hectoliters of wine ,
3.1 million hectolitres of must ,
in addition to approximately 42,000 hectolitres of new wine still fermenting .

Wine stocks alone were 6.9% higher than on July 31, 2025 .

It is a huge mass that must be progressively marketed just as the product of the new harvest enters the cellars.

Over half of the stored wine is PDO and 55.9% of national stocks are concentrated in the northern regions , with Veneto accounting for a particularly significant share.

The problem, therefore, does not only concern some marginal productions.

It directly involves important territories and denominations of Italian wine.

Prosecco alone represents almost a tenth of the stocks

One piece of data helps to understand how complex the issue is.

Prosecco DOC alone represents 9.4% of the total inventory , with approximately 3.2 million hectoliters. The main categories held by wineries are Toscana and Puglia PGI, Chianti DOCG, Montepulciano d’Abruzzo, Terre Siciliane PGI, Sicilia DOC, Salento PGI, Veneto PGI, and Delle Venezie DOC.

This does not automatically mean that all these denominations are in commercial crisis.

Stocks must be read in relation to the refinement times, the size of the denominations and their rotation speed.

But the overall data clearly indicates that the new harvest enters a system that already has very significant quantities of product available .

And when supply grows faster than demand, the economic consequence is inevitable: it increases pressure on prices.

Wine prices under pressure

The phenomenon is already visible in the bulk market.

In the first five months of 2026, according to data from the Unione Italiana Vini Observatory, prices recorded a drop of 6% for PDO wines, 7% for PGI wines and 14.4% for common wines .

Even more significant is the phenomenon of downgrades .

Some of the wine is reclassified into commercially easier-to-place categories: from DOCG to DOC, from DOC to IGT, or, in some cases, to ordinary wine.

It is a strategy that allows you to free up product, but it comes at a clear cost.

It is sold, but part of the value built by the denomination is destroyed.

And this is precisely one of the greatest risks of the current situation.

Exports 2026: Some improvements, but the trend remains negative.

Added to the pressure of inventory is a second factor: the difficulty of international markets.

In the first four months of 2026, Italian wine exports reached approximately 2.33 billion euros , registering a 6.8% decrease in value compared to the same period in 2025.

Volumes also decreased, reaching approximately 640.7 million litres, -3.7% .

There are signs of a gradual recovery from the sharp decline recorded at the beginning of the year, but the picture remains complex.

The situation in the United States , the leading foreign market for Italian wine, remains particularly delicate, where in the first four months of the year the value of exports was still down by 15.4%.

This means that the traditional safety valve represented by exports, at least for the moment, is unable to completely absorb the pressure on supply.

The winemaker’s paradox: hoping to harvest less

This is probably the most interesting aspect of the 2026 harvest.

For generations, a bountiful harvest has been considered synonymous with prosperity.

More quintals meant greater potential revenue.

Today this equation is no longer necessarily valid.

If the market cannot absorb the product, increased production can become a problem: it increases inventories, reduces the producer’s bargaining power, and further compresses prices.

This is why drought produces a seemingly contradictory effect.

From an agricultural point of view it certainly represents a problem.

From an economic perspective, a moderate reduction in production could help at least partially ease supply pressure.

But relying on the climate to rebalance the market would clearly be an absurd strategy.

The sector must intervene sooner.

Consortia begin to reduce yields

And that’s exactly what’s happening.

In several Italian denominations, measures have been adopted to reduce yields, manage the quantities that can be claimed, or resort to storage , with the aim of realigning supply with demand.

Interventions have been adopted or discussed in important areas of Veneto, Tuscany, Piedmont, Marche and Abruzzo , involving denominations such as Valpolicella, Delle Venezie, Barbera d’Asti, Langhe, Soave, Chianti, Chianti Classico and other areas.

The economic principle is simple:

less quantity, greater possibility of defending the value.

But this solution also has limitations.

Reducing the yield of a single denomination does not necessarily mean eliminating that quantity from the market.

In fact, when permitted by production rules, grapes can be destined for different categories.

The risk is therefore that of moving excess production from one denomination to another, without truly solving the overall problem.

Italian wine must decide how much it wants to produce

The 2026 harvest therefore brings to light an issue that goes far beyond this single campaign.

What is the sustainable production level for Italian wine today?

Not only from an agronomic point of view.

From an economic point of view.

For many years the goal has been to increase production, conquer new markets and increase exports.

That phase contributed enormously to the international success of Italian wine.

Today, however, the context is changing.

Consumers are drinking less wine on average, are more selective, are increasingly concerned about price, and are changing the occasions and ways in which they consume it.

The international market has also become more competitive and geopolitically less predictable.

Continuing to think exclusively in terms of hectolitres produced therefore risks becoming dangerous.

From quantity to value

The central question should not simply be:

“How much wine will Italy produce in 2026?”

The most strategically important question is:

“How much value will each bottle produced generate?”

This is a fundamental difference.

The future of Italian wine probably does not depend on achieving new production records, but on the ability to increase the average value of production .

This means working simultaneously on several fronts: brand positioning, more diversified exports, direct sales, wine tourism, hospitality, new consumers, product innovation, and greater company sales capacity.

Above all, it means preventing wine from simply becoming an agricultural commodity.

Because Italy will hardly be able to win the international competition on price.

Instead, it can continue to win on territory, denomination, quality, history, producer and brand .

Wineries and vineyards: profitability becomes the real emergency

Behind the harvest numbers there is finally an even more important issue: the producers’ income .

A vineyard can be perfectly cared for, produce excellent grapes, and still find itself in financial difficulty if the price paid does not adequately cover production costs.

And this is the risk that the sector must avoid.

Because a prolonged profitability crisis doesn’t just produce negative balance sheets.

It produces something much more difficult to recover:

the abandonment of the vineyards.

When cultivation is no longer economically sustainable, especially in the most difficult and expensive areas, the producer first reduces investments and may subsequently decide to abandon it.

At that point, not only does he lose the agricultural business.

He loses his territory.

Wine Press Review – Top News for Saturday August 29 -2026

with:

Italian wineries, Italian wine producers, and current wine news.

Good morning,

ITALIAN WINERIES

Franciacorta: the wineries and their leading labels . Several Franciacorta producers are taking center stage. Uberti presents the distinctive De Quinque RP 02-19 , a Chardonnay crafted from a perpetual reserve that brings together cuvées from 17 vintages and ages on the lees for over 70 months. Ca’ del Bosco presents the Dosage Zéro Vintage Collection 2021, while Tenuta Montenisa – Marchesi Antinori creates the Brut Satèn Donna Cora 2022. Among the local producers is Bosio, a 22-hectare organic winery producing approximately 150,000 bottles.

Villa Raiano, tradition and innovation in Irpinia. Located in San Michele di Serino, Villa Raiano interprets Irpinia through a winery designed to exploit gravity throughout the various production phases. The goal is to combine territorial identity, tradition, and winemaking innovation.

Jerzu, the Cannonau that unites wine and solidarity. The 2023 Cannonau di Sardegna “Vittoria” from the Jerzu Social Winery was also born as a memorial and solidarity project dedicated to Maria Vittoria Orrù. The initiative supports two annual scholarships for deserving students from Jerzu. Etna, Michele Scammacca: the region seeks a new balance. According to Michele Scammacca of Murgo, Etna is undergoing profound change and must bridge the gap between different price ranges. For the winery, the Metodo Classico represents an important strategic choice: approximately 200,000 of the 400,000 bottles produced are made with this method. The market is slowing and the skills required by wineries are changing. According to Andrea Pecchioni of WineJob, companies are increasingly seeking sales professionals capable of developing managerial vision and new markets, from Africa to South America. Furthermore, the importance of hospitality skills at the winery is growing, increasingly linked to direct sales, loyalty, and brand positioning.

ITALIAN WINE AND ITALIAN OENOLOGY

2026 Harvest: Promising Quality, but Climate Increasingly Determining. Initial indications point to a common thread: high temperatures, early ripening, and narrower harvest windows . From Chianti Classico to Alto Adige, the need for highly precise monitoring of vineyards and ripening is evident. Quality expectations remain positive, however.

Oltrepò Pavese: National Wine Strategy Requested As the harvest progresses, Coldiretti Pavia is calling for a National Strategic Plan for the wine sector , developed in collaboration with the wineries. The year was characterized by intense heat and water shortages, and the harvest could end in the first ten days of September. Lugana: Early Harvest and Good Quality Expectations. In Lake Garda, the Turbiana harvest began approximately ten days early . The district covers 2,670 hectares, and approximately 60% of production is intended for export. Quality expectations are positive, and no significant declines in quantity are expected, except in areas affected by hailstorms. Turin: High Quality, but Production Expected to Drop 20%. The harvest has begun with white grapes destined for sparkling wine. Coldiretti Turin predicts a reduction in production of approximately 20% , which could reach 50% in the Canavese areas affected by the Japanese blight. The estimated economic loss is approximately €2 million , while the quality of the grapes is judged to be very good. Hailstorm in the Verona area during the grape harvest. A hailstorm hit Peschiera del Garda, Colà di Lazise, Castelnuovo del Garda, and Bosco di Sona during the ripening and harvesting of the grapes. Investigations are underway to assess the extent of the damage to the companies. Veneto: Clearer rules on the exchange of agricultural labor. The Veneto Region aims to define a clearer framework for the exchange of labor between farmers and for the assistance provided by family members during periods of greater work intensity, such as the harvest. Grappello Ruberti, rediscovering a historic grape variety from the Po Valley . Attention is returning to Grappello Ruberti, a variety historically linked to the territories between Mantua and Cremona. Its history testifies to the value of Italian viticultural biodiversity and the preservation of local grape varieties. Tasting: technique and subjectivity coexist in judging wine. Acidity, tannin, alcohol content, structure, and persistence can be assessed technically; The subsequent qualitative assessment, however, inevitably retains a personal component. A reflection on the boundary between objective analysis and individual interpretation of wine. Italian wine: €1.45 billion in revenue affected by potential changes in ownership or governance. According to reports, at least six or seven major Italian wineries could face significant governance changes in the next 6-12 months, with transactions that would overall affect approximately €1.45 billion in revenue . Fine wine: Italy maintains a role in the international collectibles market. Some of the most prestigious Italian labels find space in the Liv-ex: Piedmontese Barolo and Barbaresco, Masseto, Ornellaia, Sassicaia, Solaia, Tignanello, and Soldera. The secondary market remains separate from the dynamics of ordinary consumption and continues to represent an interesting indicator of the value of fine wines. Vermouth di Torino among the most searched Italian PDO/PGI products on Wikipedia A study of 99 Italian products with a designation of origin places Vermouth di Torino among the most searched for excellences online, along with Gorgonzola, Parmigiano Reggiano, Grana Padano, and Taggiasca olives.

INTERNATIONAL

France: Small yields, but 2026 could be a great vintage. Despite temperatures above 40°C, drought, and fires, early indications suggest potentially highly concentrated and qualitatively interesting wines. The harvest began early in several regions, from Burgundy to Beaujolais and the Loire. In July, French rainfall was 67% lower than the national average .

Rhone Valley: 73% of winemakers adopt climate change mitigation measures. A survey by the Institut Rhodanien shows that 72 of the 98 producers interviewed have already adopted at least one adaptation practice, from early harvesting to irrigation. Climate change is significantly altering viticulture timing and techniques. Albania, early harvest also in Berat. At the Çobo Winery, the harvest of Puls, a native white grape variety also used for Classic Method base wines, began about ten days earlier than usual , further evidence of the impact of temperatures on ripening. Farewell to Branko Čotar, pioneer of orange wines from the Slovenian Karst . Branko Čotar, a leading figure in natural viticulture in the Slovenian Karst, has died at the age of 78. He practiced long macerations on white grapes decades before orange wines became an international trend.

WINE EVENTS, WINE TOURISM AND WINE CULTURE

Open Cellars during Harvest: two months dedicated to wine tourism. From August 24th to October 25th, the Wine Tourism Movement brings visitors to Italian wineries during one of the most important times of the year. Foreigners already represent 35-40% of winery visitors , but the potential for attracting them to Italy’s overall international tourism flows remains significant.

Franciacorta in Cantina Festival. This September, the event dedicated to discovering the Franciacorta region through wineries, tastings, vineyards, historic homes, art, and outdoor activities returns. An example of how wine and the region can become an integrated tourist experience. Gessopalena: Abruzzo’s rare grape varieties take center stage. The “Gli Irripetibili” tasting presents five years of micro-vinifications made with native varieties from the Abruzzo mountains. The Bio Cantina Sociale Orsogna project aims to preserve the genetic heritage and local viticultural heritage. Ardauli: young people discover the origins of Sardinian viticulture. The “Trekking among the Palmenti” led about one hundred participants through historic vineyards and ancient palmenti carved into the rock of the Oristano area, highlighting the relationship between wine, rural archaeology, and territorial identity. Crema Wine Festival: wine, music, and new tasting formats. The Offanengo edition experimented with a format without the traditional lineup of wineries: two expert tasters directly accompany the audience through tastings of wines, accompanied by music and food. Emilia-Romagna: dinners and aperitifs in the vineyard continue. The food and wine events in the vineyards continue until the end of August, transforming tastings, landscapes, and local cuisine into tools for learning about the region and the rural culture of Romagna.

PICTURE OF THE DAY

The 2026 harvest is highlighting a structural shift: the climate is altering the timing, quantity, and methods of wine production . From Oltrepò to Lugana, from Piedmont to France, early harvests, heat, and water shortages are forcing wineries to make increasingly rapid and precise decisions.

Quality, however, remains the positive aspect: in many areas, expectations are good or very good, even when volumes are decreasing.

On the economic front, a second important phenomenon is emerging: the sector is entering a phase of reorganization . The commercial slowdown is changing the skills required by wineries, and at the same time, several major Italian companies could face changes in ownership, the entry of new shareholders, or new governance.

Finally, the importance of wine tourism is growing. Open Cellars, the Franciacorta Festival, tastings in the villages, and initiatives in the vineyards demonstrate how the winery is no longer just a place of production: it is increasingly becoming a place to sell directly, build the brand, tell the story of the region, and create a lasting relationship with the consumer .

Today’s summary: less focus on quantity alone, more quality, adaptability, brand value, direct consumer relationships, and appreciation of the local area. These are the factors reshaping Italian wine.

Today’s wine press review is brought to you by WINEIDEA.IT.

See you tomorrow.

Wine press review for Friday August 28 -2026

with:

Italian wineries, Italian wine producers, and current wine news.

Good morning,

Wine Idea presents the main news from the world of wine , reorganized in a concise and immediate format to offer a clear understanding of the dynamics affecting wineries, production, markets and consumers.

ITALIAN WINERIES

Harvest 2026: Alto Adige, Montello, and Valpolicella face an extreme year . Heat, drought, and early ripening are shaping the harvest. Alto Adige is experiencing the earliest start ever, while in Asolo Montello, the winemakers’ experience has resulted in healthy grapes with good acidity and sugar levels. The issue of water and the adaptation of hydraulic infrastructure is becoming increasingly strategic.

Cantina Contini brings forward the harvest in Sardinia. At the historic Cantina Contini estates in the Sinis and Lower Tirso Valleys, the harvest began on August 17th with Nieddera and Vernaccia grapes destined for sparkling wines. The goal is to precisely time the harvest to preserve freshness and acidity in the presence of high temperatures.

The “I Castelli” winery in Bolano nominated by Slow Wine. The Dante Alighieri Society of La Spezia nominated the “I Castelli – Viticoltori in Bolano” cooperative to Slow Wine, highlighting its role in protecting the local winemaking tradition and the region between Liguria and Tuscany, with a particular focus on Vermentino. Farewell to Vittorio Frescobaldi, a key figure in the international development of Tuscan and Italian wine , Vittorio Frescobaldi, a key figure in the international development of Tuscan and Italian wine, has passed away at the age of 97. Under his leadership, the family business strengthened its presence in foreign markets, leading to a joint venture with Robert Mondavi in 1995. Cantina Cav. Mennato Falluto remembers Antonio. The Torrecuso winery bids farewell to a man deeply tied to his family, his land, and his vineyard, remembering his work, sacrifice, and passion, passed down to new generations.

ITALIAN WINE AND OENOLOGY

Inventories remain high: 42.5 million hectoliters in Italian wineries. As of July 31, 2026, Italian inventories amounted to 42.5 million hectoliters. Veneto leads the way with 10.28 million hectoliters, equal to 24.2% of the national total, followed by Tuscany with 5.38 million and Puglia with 4.29 million. Inventories remain one of the key economic issues in the supply chain.

Reducing supply isn’t enough: demand must be boosted. According to Luca Castagnetti, the crisis requires immediate action but, above all, medium-term strategies. Companies must rigorously monitor cash flows and simultaneously decide how they want to position themselves over the next five years, starting with the understanding that the market will not return to its former state. Full cellars and an approaching harvest: inventory problems are growing. The early harvest risks increasing pressure on wineries, especially in the red wine sector. The problem isn’t just about production volumes, but also the market’s ability to absorb previous vintages before the new production arrives. Sicily: 2026 production reduced by heat, but quality expected to be high. High temperatures could limit volumes, but they could create favorable conditions for the development of grape varieties such as Catarratto, Grillo, Frappato, and Perricone. The debate over green harvesting and production reduction policies remains heated. Climate change: wine is changing, but viticulture can adapt. Higher temperatures alter ripening, alcohol content, and organoleptic characteristics. The answer lies in new agronomic and oenological techniques and increasingly precise vineyard management: wine will therefore continue to evolve along with the climate. Is wine always vegan? No. Animal-based additives such as albumin, casein, gelatin, and isinglass can be used in clarification. For consumers interested in vegan products, alternative processes and specific certifications are therefore important. Pouring wines becomes strategic for wine shops and quality consumption . Selling by the glass can encourage the discovery of regions and producers, reduce the price barrier, and cater to consumers who drink less but seek higher quality. In Milan, Remedy takes the concept to the extreme, offering wines by the glass ranging from €15 to €300.

Eric Asimov chooses three Italian wines for the end of summer. The New York Times critic includes in his selection Ampeleia Toscana Unlitro Bianco 2025, Tiberio Cerasuolo d’Abruzzo 2025 and Istine Chianti Classico 2023. The criterion is not color, but lightness, freshness and moderate alcohol content.

INTERNATIONAL

China: European wine imports continue to decline. In the first six months of 2026, Chinese imports of bottled wine from EU countries decreased by 16.6% in volume and 7.9% in value , to $251 million. Italian shipments fell by 17.7%. China’s weakness could simultaneously create opportunities for European collectors of fine Bordeaux wines.

USA: Alcohol Consumption at an All-Time Low. Only 54% of American adults report consuming alcohol, a figure stable at the low recorded in 2025 and well below the 62% recorded in 2023. The perception of the health risks associated with daily alcohol consumption is also growing. Essex: Wine Growth Accompanied by the Risk of Counterfeiting . In the United Kingdom, an investigation concerns an alleged fraud of approximately £500,000 involving 55 counterfeit bottles sold for £10,000 each. The case highlights the importance of traceability and supplier verification in the fine wine market. Portugal: Three Cellar Restaurants Among the World’s Best Experiences. Mesa de Lemos in the Dão, Bomfim 1896 in the Douro, and Malhadinha Nova in the Alentejo have been included in Wine Enthusiast ‘s 2026 selection. This signals the growing international strength of the integration between wine, fine dining, and hospitality.

EVENTS, TASTINGS AND WINE CULTURE

Gustus 2026 in Vicenza. On September 19th and 20th, over 120 labels from the Colli Berici, Vicenza, and Gambellara DOCs will be featured at the “Arrigo Pedrollo” Conservatory. Tastings and a Wine Lab dedicated to new trends are scheduled, including an in-depth look at the evolution of Tai Rosso.

Terra Madre 2026 celebrates 40 years of Slow Food. From September 24th to 27th, Turin will host Terra Madre Salone del Gusto, a particularly symbolic edition celebrating the fortieth anniversary of the movement founded in 1986 by Carlin Petrini and its relationship with the qualitative evolution of Italian wine. The Wine Nights are nearing their grand finale in Friuli Venezia Giulia. The final events involve San Dorligo della Valle, San Quirino, and Chiopris-Viscone, featuring local wineries, food producers, and cultural events, alongside a University of Udine project focusing on participants’ relationship with wine. Cosenza returns to the Cities of Wine list. The Calabrian city returns to the national network, focusing on the Terre di Cosenza DOP, native grape varieties such as Magliocco Canino, and the development of wine tourism as a tool for the economic and cultural development of the region. Piedmont: The Novaresi Hills Trail is born. The project unites agriculture, wine, culture, tourism, and the local area through several itineraries spanning over 380 kilometers, strengthening the connection between local produce and the tourism experience. Best Mediterranean Rosé: Organic Calabria Wins. The second selection of the competition honors an organic Cabernet from the province of Cosenza; Aglianico del Cilento and Greco Nero del Lametino also performed well. The finals, dedicated to sparkling rosé wines, are scheduled for Rome by September. Experiential Harvest: “Ganzega” Recognized in Trentino. The Trento Chamber of Commerce has formally recognized the voluntary work during the grape and fruit harvest provided by friends, relatives, neighbors, and acquaintances, reviving a tradition of rural collaboration that can also have social and wine tourism value.

PICTURE OF THE DAY

The review of August 28, 2026, shows a sector in which production, market and climate are changing simultaneously .

The first issue is production: the early harvest confirms how climate change is altering vineyard management times and methods. Grape quality may be good, but the technical ability to choose when to harvest and how to manage water, acidity, and ripeness becomes crucial.

The second issue is economic. The 42.5 million hectoliters still in cellars are a signal that cannot be ignored. Simply reducing production may help in the short term, but the real challenge remains rebuilding demand, protecting the value of the bottle, and improving the wineries’ marketing capabilities.

The third signal comes from consumers. People are drinking less, but there’s a growing interest in quality, experience, and discovery. Wine tasting, wine tourism, winery dining, and local events are therefore becoming increasingly important marketing tools.

Finally, international markets require greater diversification: China continues to contract, and alcohol consumption in the United States remains at an all-time low . For Italian wine, relying on traditional markets is no longer sufficient.

The challenge is not to produce more wine, but to produce what the market is willing to recognize, to better convey its value and create new reasons to choose it.

Today’s wine press review is brought to you by WINEIDEA.IT.

See you tomorrow.

Wine Trends in Italy – Week of August 24–28-2026

with:

Italian wine is entering the harvest season facing a challenge that is no longer limited to production: supply, demand, and value must be rebalanced.

This week confirms even more clearly the structural change that Italian wine is undergoing.
The 2026 harvest started early in many areas, the quality of the grapes appears interesting overall, but the real problem is not how much wine we will be able to produce: it is how much wine the market is actually able to absorb and at what price .

High inventories, pressure on grape prices, more selective consumption, export difficulties, and production costs continue to squeeze profitability. At the same time, however, successful markets and models are emerging: sparkling wines, Metodo Classico, direct sales, wine tourism, premium experiences, and wineries’ ability to build direct relationships with consumers.

This week’s message is therefore quite clear: Italian wine must not simply produce less. It must produce, position, and sell better.

1. 2026 Harvest: The real problem is the stocks

The early harvest reflects the increasingly evident effects of climate change. Heat and drought have accelerated ripening in several Italian regions, and in some traditionally later-ripening areas, harvesting began as early as the first half of August.

But the supply chain’s attention is mainly focused on stocks.

The sources collected in the analyzed material report figures that are not entirely consistent: 42.6 million hectoliters of wine according to Cantine Italia-Icqrf, or 45.6 million hectoliters considering wine and must . Regardless of the different calculation bases, the signal is the same: Italy is approaching the new harvest with heavily loaded warehouses.
The consequence is increasing pressure on prices. In June, bulk DOC wines averaged 1.57 euros/liter, down 7% , while for common wines the drop reached 19% .

According to UIV, under current market conditions, a national production of around 35-38 million hectoliters would be more sustainable. The issue, therefore, no longer concerns only the 2026 harvest, but the need to plan supply for subsequent years.

2. Appellations begin to reduce yields

An initial response is coming from the Consortia.

Several important denominations have decided to intervene on yields: Brunello di Montalcino -12.5%, Chianti Classico -13.3%, Valpolicella -16.7%, Soave -10%, Pinot Grigio delle Venezie -11.1%, Asti DOCG -15%, up to Verdicchio di Jesi with a reduction of 21.4%.

This is an important signal because it shows that part of the system has understood that continuing to produce volumes not absorbed by the market inevitably means destroying value .

However, a problem remains: reducing the yield allocated to the DOC doesn’t necessarily mean reducing the entire vineyard production, because some of the grapes can be allocated to other categories. Hence the discussion about the need for more effective planning tools.

3. Grape prices: the alarm goes straight to the vineyards

The supply crisis is transferring its effects to the most exposed link in the supply chain: the winemaker.

In Valpolicella, very low prices are reported, with offers for grapes destined for Amarone even in the range of 1.20-1.30 euro/kg , while more economically correct levels between 1.50 and 1.80 euro are indicated.

The loss of profitability per hectare can exceed 35% . To limit supply, the Valpolicella Wine Consortium has decided to store 172,280 quintals, equal to 20% of production , effectively reducing availability from 100 to 80 quintals per hectare.

The problem isn’t limited to Veneto. Signs of tension are also coming from Piedmont and especially Puglia, where producers and organizations are calling for action on surpluses and greater control over supply.

Defending the value of grapes today means defending the entire supply chain.

4. Large-scale retail trade: less wine, but sparkling wines continue to grow

A very interesting signal is coming from the domestic market.

In the twelve months ending in July 2026, Italian large-scale retail trade sold 414 million litres of wine, -3.4% , for a value of 1.8 billion euros, -1.2% .

Value therefore falls much less than volume: further confirmation of the trend towards quantitatively lower but more quality-oriented consumption.

The bubbles, however, continue to move against the trend:

Sparkling wines 1% by volume and 1.2% by value; Prosecco 3.8% by volume; Italian Classic Method 7.6% by volume and 6.2% by value.

The decline in private labels is also particularly significant: -5.4% in volume and -5% in value . In a period in which consumers are choosing more carefully, the manufacturer’s brand appears to be regaining increasing importance.

5. As the consumer changes, the way of producing wine also changes

The transformation is not just about how much wine is consumed, but what wine is sought .

Freshness, drinkability, aromatic clarity, and lighter styles are also influencing winery investments. The material analyzed shows a growing international preference for stainless steel tanks over wood.

By 2025, steel would have accounted for 42.5% of global wine tanks and 85% of purchases by wineries. The winery tank market, valued at $1.8 billion in 2025, could reach $2.7 billion by 2034.

This is an industrial signal that shouldn’t be underestimated: changing consumption patterns are reaching the cellar, altering production and technological choices.

6. It’s not just Gen Z who are drinking less

Another cliché is being debunked: attributing the decline in consumption exclusively to young people.

The American analysis cited in the material shows a much more complex phenomenon. Among 21- to 29-year-olds, participation in consumption remains around 75%, but the intensity decreases: average weekly consumption drops from 6.5 to 4.5, about 30% less .

Even among adult generations, however, participation and attendance tend to progressively decrease.

The real challenge for wine, beer and spirits therefore becomes recreating consumption opportunities , in a market in which they compete not only with each other, but with functional drinks, non-alcoholic alternatives, entertainment and many other destinations of available spending.

For wine, this means returning to being contemporary without losing culture, territory, and identity.

7. Wine tourism: consumers are looking for people, not just bottles

One of the most positive signs of the week comes from wine tourism.

In 2026, Italian wine tourists are estimated to be around 18 million , compared to 13.4 million in 2024.

But the most interesting data is qualitative: the most popular experience is no longer simply tasting. 27% indicate a visit to a family-run winery .

Tourists want to know who produces the wine, hear their story, see the vineyard, understand the territory and have an authentic experience.

For 68% of those interviewed, the staff’s hospitality and professionalism are key factors in returning to a winery; 66% also consider the wines’ reputation and ease of booking.

However, a significant gap emerges here: 42% still encounter difficulties in booking online , while bookings made during the trip via digital platforms are rapidly growing.

Even more significant is the digital divide: wineries represent 1.3% of the points of interest surveyed in wine tourism destinations but generate just 0.4% of digital traces , despite a very high sentiment of 94.7/100 .

In other words: those who visit Italian wineries appreciate them greatly, but many wineries are still too little visible and talked about in the digital world and, increasingly, in AI-based search systems.

8. Wine tourism won’t save wine, but it can significantly improve margins

It would be wrong to think that wine tourism could absorb millions of hectoliters of surplus wine.

But direct sales, tastings, catering and hospitality allow companies to sell value rather than just bottles .

According to reported data, Italian wine tourism is worth over 3.1 billion euros , with a 9.2% growth rate. However, in Italian wineries, only one in ten bottles is sold to tourists, compared to one in five in France and two in three in the United States.

The margin for growth is therefore considerable.

The point isn’t to transform every farm into a resort. It’s to better utilize what many wineries already possess: the land, vineyards, history, family, architecture, landscape, cuisine, and direct customer relationships.

9. Premium and luxury: what grows most is what becomes an experience

The luxury market also offers interesting indications for high-end wine.

Global luxury is expected to see moderate growth of around 2% through 2026, while the experiences segment could grow by around 4% .

The premium consumer appears to be gradually shifting their focus from simple ownership to authentic, personalized, and culturally meaningful experiences. Bookings for immersive experiences have increased by 30% , while trips to lesser-known and more authentic destinations have increased by 20%.
For mid- to high-end wineries, this is a clear strategic recommendation: a premium bottle alone is no longer enough. It must be embedded in a universe of territory, culture, hospitality, and meaning.