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Wine Price Trends in Italy for the Week of April 13-17 – 2026

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The week of April 13-17, 2026, marked by the Vinitaly trade fair in Verona, provided a clear picture of Italian wine: a sector that remains a world leader in production, strong in reputation, export capacity, and the value of its territories, but which is facing a profound transformation.

The picture that emerged is not that of a simple and temporary crisis, but of a real structural change in consumption, markets, and the strategies needed to compete.

The clearest message coming from institutions, consortia, observers and operators is one: it is no longer enough to defend wine, we need to rethink it in an offensive, selective and higher-value way .

From defense to relaunch: the sector’s new strategic line

Among the most powerful statements to emerge during the week was the position expressed by Agriculture Minister Francesco Lollobrigida, who emphasized the need for a change of approach: not a policy of retreat, but a strategy of relaunch.
The concept is clear: it makes no sense to incentivize exit from production, while it is strategic to support a model that leads to better production, greater value and more effective communication .

This approach comes at a time when Italian wine needs to strengthen its position not only with numbers, but also with a modern narrative capable of capturing new consumers, new markets, and new consumption styles.

Domestic consumption: large-scale retail trade confirms declining volumes

The most recurring data of the week concerns modern distribution.
In 2025, wine sold in large-scale retail outlets confirmed a contraction in volumes, while value held up better thanks to the increase in average price and the shift towards higher-end products.

According to Circana analyses, the wine and sparkling wine sector in large-scale distribution closed the year with a value of approximately 3.2 billion euros and 737 million litres sold , with a 2.7% drop in volumes and substantial stability in turnover ( -0.5% ), supported by an increase in the average price of 2.3% .

The data confirms a now consolidated trend: Italians are buying less wine, but when they do buy, they choose more carefully.
The suffering is concentrated above all in the lower price ranges and less distinctive products, while labels with greater perceived value, territorial identity and premium positioning are holding up better.

Sparkling wines still dominate, while reds and semi-sparkling wines are struggling.

This week too, the most dynamic segment remains that of bubbles.
Sparkling wines remain the category that bucks the trend, with growth of 1.5% in volume and 1.2% in value in large-scale retail trade in 2025. Rosé and white sparkling wines are particularly strong, driven by more informal consumption, home aperitifs, and greater versatility across consumption occasions.

The performance of the Classic Method is even better, growing both in volume and value and confirming itself as one of the most interesting categories for the sector’s premiumization strategy.

The situation is more difficult for still wines, especially reds, which, despite maintaining the largest market share, continue to lose ground.
Sparkling wines are among the most penalized segments, with evident declines in both volumes and values.

The overall picture therefore indicates a change in tastes: consumers are increasingly orienting themselves towards fresher, easier-to-drink, less demanding wines and often with lower alcohol content .

Premiumization: people drink less, but they seek higher quality

One of the most notable trends that emerged this week is premiumization.
Consumers aren’t simply reducing their purchases: they’re changing their criteria for choosing. Price ranges above €10 are performing better than entry-level segments, signaling a market that’s shrinking in volume but improving in value.

This trend is particularly visible in higher-end white wines, but in general it affects the entire sector, which manages to maintain a certain economic stability thanks to a favorable “mix effect”: fewer purchases, but more selective ones.

For the sector, this means that future competition will no longer be based on quantity, but on the ability to build coherent assortments, strong identities, distinctive positioning and credible storytelling .

Wine e-commerce: digital growth and sparkling wines dominate

While traditional distribution is showing signs of slowing down, the online channel is showing signs of dynamism.
In the first quarter of 2026, online searches for wine exceeded 657,000 , an increase of almost 10% compared to the same period in 2025. On an annual basis, overall searches reached 2.67 million in 2025, confirming that wine is now a structural category even in the digital landscape.

Sparkling wines once again dominate online interest, accounting for 52% of searches , ahead of red wines with 36.7% . Whites, rosés, and dessert wines lag further behind.

This data is important because it indicates that the digital channel is not just a space for purchasing, but also for discovery, comparison, and the creation of desire.
Furthermore, the web increasingly favors premium labels and recognizable brands, with a strong focus on price comparisons and the best time to buy.

Young consumers: less faithful to traditional models, more curious and more selective

Among the most interesting signs of the week is the renewed attention towards young consumers.
According to IWSR and UIV analyses, the 34-year-old demographic isn’t abandoning wine, but rather reinterpreting it. Younger consumers are more inclined to experiment, more attentive to sustainability, more open to low-alcohol and alcohol-free wines, and, in many cases, more willing to spend on products perceived as authentic, innovative, and consistent with their values.

Their consumption is less frequent and less ritualistic than that of previous generations, but more oriented towards the experience, quality and identity of the product.
This makes it clear that the future of wine lies not so much in recovering old consumption patterns, but rather in the ability to dialogue with new lifestyles and new cultural codes.

Dealcolati and NoLo: from niche to segment to observe

During Vinitaly 2026, an important part of the discussion also focused on dealcoholized wines and NoLo.
The segment is still small, but it has now firmly entered the industry’s radar. The creation of the Vinitaly NoLo Experience and the dedicated focus groups by UIV and Veronafiere clearly indicate that this is no longer a marginal area of development.

In large-scale retail, the sector is still worth just a few million euros, but distribution is expanding and the topic is taking on strategic importance, especially for reaching younger consumers, international audiences, and alternative consumption opportunities.

It is not the heart of Italian wine today, but it could become an important complementary lever in the medium term.

Exports: Italy strong, but in a more complex scenario

On the international front, Italian wine confirms its structural strength, but in a much more complicated context than in previous years.
Italy remains the world leader in production , with 47.3 million hectolitres in 2025 , and confirms its position as the world’s second largest exporter in value , with exports of around 7.8 billion euros .

However, 2025 ended with a contraction in exports, particularly penalized by the slowdown in the United States and the international geopolitical situation. The US remains the primary destination market, but tariffs and trade uncertainty have had a significant impact. Pressure on the American market remains strong in the early months of 2026.

Alongside this criticality, however, important opportunities emerge.
Indeed, positive signals are growing from alternative and emerging markets such as Mercosur, India, Eastern Europe, Brazil, Vietnam, and some areas of Southeast Asia . The acceleration of the European Union’s free trade agreements is seen as a concrete lever for the geographical diversification of Italian exports.

The key point that emerged this week is that Italian wine can no longer afford to be excessively dependent on a few key markets: it must broaden its reach, better segment its targets and address new demand niches .

Prosecco, the driving force of the system

In this scenario, Prosecco DOC continues to represent the driving force of Italian wine.
In 2025 it closed with a growth of 2.3% at global level , with 667 million bottles bottled and 82% of production destined for foreign countries , for a total value of 3.6 billion euros .

Very positive data from the United States, France, Germany, and several emerging markets confirms the denomination’s great ability to adapt to markets, speak contemporary languages, and intercept international demand.
Prosecco thus continues to be not only a winning denomination, but also the symbol of an export model based on accessibility, recognisability and distribution strength.

High inventories: the structural crux of overproduction

One of the most sensitive issues that emerged this week was that of inventories.
The data from “Cantina Italia” updated to 31 March 2026 indicate 55.9 million hectolitres of wine in stock , with an increase of 5.7% compared to the same period in 2025. To these are added musts and new wine in fermentation.

The data confirms a problem of balance between production and market absorption.
Many operators, from Uiv to retailers and observers, have reiterated that the current level of inventories is essentially equivalent to a harvest and a half in the cellar , a situation considered unsustainable in the medium term.

This is where one of the clearest messages of the week comes from: intelligent production containment is needed , especially in areas and segments where supply clearly exceeds market capacity.
Producing less, but better, is no longer just a slogan: it is the condition for protecting value, prices and profitability.

Territories, identities, and regions: the case of Emilia-Romagna and the role of Veneto

The week also showed how the territories remain the true competitive capital of Italian wine.
Emilia-Romagna presented itself at Vinitaly 2026 with a strong, integrated, and growing regional system: over 14,000 companies , more than 52,000 hectares of vineyards , approximately 5.37 million hectoliters produced in the 2025 harvest, and €433 million in exports . The renovated regional pavilion, the integration with the Food Valley, and the link between wine, PDO and PGI products, and tourism represented one of the clearest models of advanced territorial narrative.

At the same time, Veneto continues to confirm its position as the leading region for exports, with Verona still the leading province in Italy for beverage exports, almost entirely represented by wine.
The province of Verona closed 2025 with 1.21 billion euros in exports , albeit a slight decline, confirming its position as a strategic center for Italian wine both economically and symbolically.

CMO Promotion: More resources and flexibility for internationalization

Another important front of the week is that of support policies.
Over 98 million euros have been made available for the 2026-2027 CMO Promotion campaign, of which 22 million for national programmes and the remainder allocated to regional calls for proposals and multi-regional programmes.

The new tender structure aims to simplify access, digitize procedures, accelerate deadlines, and increase flexibility, helping companies operate more effectively in non-EU markets.
The purpose of the intervention is clear: in an unstable global scenario, international promotion is no longer an afterthought, but a crucial tool for competitiveness.

Wine press review for Thursday April 16 -2026

with:

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

Italian wineries

Gavi DOCG returns to Vinitaly after three years. The Gavi Consortium relaunches its presence in Verona with a wine talk dedicated to the different interpretations of the appellation: classic, sparkling, reserve, and older vintages. This return strengthens the Piedmontese white’s positioning among tourism, culture, and regional storytelling.

Derthona Due.Zero confirms the success of Timorasso. The Colli Tortonesi are consolidating their position as a contemporary and dynamic area, capable of attracting growing interest thanks to the quality of their white wines, the stylistic openness of their producers, and the valorization of Timorasso as a distinctive wine.

Cantine Lento to Star on the Papal Flight Cantine Lento’s Rosà and Magliocco labels will accompany Pope Leo XIV’s apostolic journey to Africa, offering a symbolic and prestigious showcase for Calabrian wine and the region’s native grape varieties.

Cantina Futurista, an urban winery opens in Treviso. A new model of integrated winery with catering and artisanal distillation debuts: open-view winemaking, a strong urban identity, and a fusion of wine, hospitality, and reclaimed industrial design.

Cantine del Notaio shines at Vinitaly 2026. Five wines selected by an international jury in the 5StarWines guide confirm the Lucanian company’s qualitative strength and the growing importance of Vulture in the national wine scene.

Agricola BES, wine as a family life project From Monferrato comes the story of a small winery born from a radical life choice: leaving the city, rediscovering nature and building a farming business tied to family values and the well-being of their children.

1701 presents new vintages in Franciacorta The winery launches Dosaggi Zero Riserva 2019 and Ellessedì 2022, confirming a production line oriented towards expressive purity, technical precision and small, high-quality runs.

Tenuta Venissa among the best wine travel destinations The Venetian winery has been nominated for the 2026 Wine Travel Awards, strengthening its position in the high-end segment of international wine tourism and collectible wines.

Abruzzo wineries enjoyed a positive outcome at Vinitaly. Abruzzo closed the event with encouraging results: 97 wineries exhibited, over 300 labels showcased, and a strong tribute to Luigi Cataldi Madonna, a historic figure in the region’s wine industry.

Italian wine and Italian oenology

Wine must be understood before it is consumed. The April issue of Il Gusto puts wine back at the center as a cultural and not just commercial phenomenon, underlining the need to better communicate it in a complex phase for the entire sector.

Businesses and institutions join forces. A clear consensus emerges from the Wine Table at Vinitaly: more effective international promotion, less bureaucracy in the CMO Wine, and shared actions between businesses, the Ministry, and ICE to address the current economic situation.

Dealcoholized wines could grow by 90% Italy sees strong potential in dealcoholized wines, but production expansion remains hampered by regulatory uncertainties and procedures that are still too complex.

Resistant Glera opens a new phase. Vivai Rauscedo and the University of Udine present new clones resistant to the main grapevine diseases, capable of maintaining the grape variety’s identity and supporting more sustainable viticulture.

Langhe, the debate over glyphosate returns. The issue of chemical weed control reignites debate in an area where wine, landscape, tourism, and international image are closely intertwined.

US exports decline, India sees strong growth for Prosecco. Federvini reports a decline in exports to the United States (-3.6%), while Prosecco in India has seen a 165% increase in five years, a sign of new growth regions.

The grape moth threatens Tortona vineyards. Municipalities in the Tortona area are launching a shared monitoring project using pheromone traps to limit damage to Barbera and Timorasso vineyards.

Female Leadership, 5% Higher Incomes CREA and Donne del Vino research confirms that women-led companies are among the most solid and innovative in the sector today, with better overall economic performance.

Agea digitizes the story of Italy’s vineyards. An immersive app has been presented that integrates cartography, audio-video content, and company data to tell the story of the country’s winemaking heritage in a more accessible way for buyers, tourists, and enthusiasts.

Ten years after Tachis, his legacy remains central. A celebratory masterclass at Vinitaly recalled Giacomo Tachis’s decisive role in the renewal of Italian wine, through some of the labels that have marked the recent history of national winemaking.

Large-scale retail trade: lower volumes, but value holds thanks to premium In 2025, wine on the shelves will decrease by 2.7% in volume, while the value remains almost stable thanks to the shift in consumption towards medium-high price ranges.

Producing less and better: the new direction for wine. From discussions between operators and analysts, a shared vision emerges: focusing on niches, quality, sustainability, and greater awareness of new consumer behaviors.

Wine bars are changing the way we drink wine. New, more dynamic and cultural formats are transforming the wine bar into a space for discovery, storytelling, and selection, closer to contemporary consumers.

Valcalepio invests in young people and wine culture. The Bergamo Consortium strengthens its ties with the local area and looks to new generations through projects with schools.

Wine and Health in the Mediterranean Model Vinitaly returns to discuss the relationship between wine, moderation, and well-being: the Mediterranean model is proposed as a cultural and nutritional key, distinct from abuse.

In Lazio, a €1.2 million call for proposals for wine. The Region supports innovation, competitiveness, and efficiency of winemaking businesses with grants of up to 40% of investments.

International

Canada remains a winning model for exports The CETA agreement confirms its success story: since 2017, European wines in Canada have been growing at a significantly higher rate than those of non-EU competitors.

Italian wine seeks new global routes. Amid US tariffs, slowing consumption, and market restructuring, the sector is increasingly looking to new areas of development, from India to other emerging markets.

Coldiretti Trentino Alto Adige calls for an extraordinary European plan. The new CMO rules are considered useful but insufficient: a European structural intervention is needed to support exports and business profitability.

Wine events

The Prosecco Hills: Photography, Art, and an International Vision At Vinitaly, the UNESCO landscape of Conegliano and Valdobbiadene is showcased through an editorial and photographic project that aims to strengthen its global visibility.

Città del Vino promotes the territory and regional identity. From Friuli Venezia Giulia comes the call for increasingly coordinated promotion between institutions, municipalities, and producers to strengthen the link between wine, landscape, and local culture.

Vinitaly: Trentino’s revitalization and a strong political presence The event confirms its central role as a platform for the sector, but also continues to be the scene of a very strong political presence.

Roberto Giacobbo talks about his wine project. The well-known television personality brings to Vinitaly a narrative that combines family memories, passion, and innovation, transforming wine into a personal and entrepreneurial story.

Lario wines are growing, driven by tourism. The Lario area sees tourism and the international reach of Vinitaly as a concrete lever to consolidate its winemaking development.

In short, April 16th represents a sector still under pressure, but not stagnant: Italian wine is seeking new avenues for growth through exports, varietal innovation, premiumization, new consumption models, and an increasingly strong integration between territory, culture, and international promotion.

Thanks for listening. Today’s wine press review was brought to you by WINEIDEA.IT.

See you tomorrow.

Wine press review for Wednesday April 15 -2026

with:

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

Italian wineries

Zenato brings art to Vinitaly with the exhibition “Maya.” The Veneto winery transforms the glass of its bottles into a narrative and cultural tool, recounting the work in the vineyard and cellar through contemporary photography. A project that strengthens the connection between wine, territory, and Italian cultural identity.

Ferrari revitalizes the value of time with “Archivio di Famiglia” Trentodoc Giulio Ferrari and Ferrari Riserva Lunelli become the protagonists of a project that focuses on the prolonged refinement and longevity of mountain sparkling wines, offering a unique proposition for consumers and high-end restaurants.

Vicentini experiments with rare grape varieties and new cellar innovations. At Vinitaly, the company presents new wines and the “field catalogue” work carried out with Graspo, dedicated to the recovery of varieties at risk of extinction, resistant to climate change and pathogens.

Crisis at the Cantina di Carpi e Sorbara: Regional intervention requested. The situation of the historic Emilian cooperative, struggling with serious financial distress, is a hot topic. The Regional Council has called for urgent measures to protect its members and ensure business continuity.

The “Cantina Futurista” opens in Treviso. One of Italy’s first urban wineries debuts: a new project that combines open-view winemaking, dining, and a cocktail bar in a context of urban regeneration.

Palmento Costanzo expands its vineyard hospitality offerings on Etna. The Etna winery expands the concept of the winemaking experience by offering hospitality and stays immersed in the vineyards, confirming the Sicilian volcano’s strong territorial potential.

Velenosi in the spotlight at Vinitaly Giorgia Meloni and Matteo Salvini’s visit to the Marche winery’s stand highlights a company that is a symbol of Ascoli wine and its international reach.

Italian wine and Italian oenology

Wine tourism increasingly strategic for wineries. At Vinitaly, the role of wine tourism as a growth driver for the sector is clearly evident. The sector is now worth over €3 billion and remains one of the most dynamic, although improving hospitality and services remains a key focus.

The Sardinia Wine Tourism Network is born. Sardinia presents a pilot project in Verona that unites the island’s wineries to develop a seasonally adjusted wine tourism, integrated with local culture, territories, and identities.

Sangiovese TEA: research opens a new phase. From Tuscany comes the first Sangiovese plant grown with Assisted Evolution Technologies. This represents an important step toward addressing drought and disease with targeted genetic innovation tools without the need for external DNA.

Northern Pact for Wine Research: Lombardy and Veneto are leading a new alliance between research centers and agricultural institutions in Northern Italy to strengthen the innovation, sustainability, and competitiveness of the national winemaking system.

EU Labeling Case: Industry Rejects Alarmist Health Warnings . At Vinitaly, debate over European proposals regarding health warnings on labels has reignited. The wine industry fears further damage to its reputation and regulations.

Alcohol-free wines: bureaucracy slows down dealcoholization in Italy. Despite the regulatory framework being established, producers are still waiting for full operational approval to produce partially or totally dealcoholized wines in Italy.

Wine Reacts with the International Academy of Healthy Drinking Signorvino launches a new scientific and cultural organization to bring the wine debate back to a foundation of scientific evidence, countering simplifications and penalizing narratives.

From Defensive to Offensive: The New Approach for Italian Wine Minister Lollobrigida advocates for a more proactive strategy for the sector, focusing on promotion, communication, and production improvements rather than structural reduction measures.

Large-scale retail trade: lower volumes, stable values, rising premiums. Circana data confirms a decline in volumes in large-scale retail trade for 2025, but with substantially stable values thanks to growth in the medium-high price ranges. Sparkling wines continue to buck the positive trend.

Foodservice and wine: a crucial channel, but one that needs strengthening. The FIPE-UIV Observatory highlights the strategic importance of the HoReCa sector, worth €12 billion. However, structural limitations emerge in managing the wine list and promoting the product on-site.

Anti-greenwashing directive: communicating sustainability will be more rigorous. Starting in 2026, the use of terms like “natural,” “green,” or “eco-friendly” will require certified proof. This change will impact wine labels, websites, and marketing communications.

Heroic Viticulture: Veneto Regional Register Launched Veneto announces the establishment of the Register of Heroic and Historic Viticulturists, an important step toward recognizing and protecting a viticulture that is both traditional, distinctive, and highly challenging.

International

Italian wine exports are struggling, but new markets are picking up pace. Federvini reports a decline in exports to the US, penalized by tariffs, with a very difficult first two months of 2026. At the same time, however, alternative markets such as Mercosur and India are growing strongly, becoming increasingly strategic.

India under special observation for Italian wine India emerges as one of the most promising markets: growing consumption, a broadening consumer base, and the perception of wine as a symbol of style, success, and modernity.

Wine Travel Awards: Growing Interest in New Wine Tourism Destinations Among the 2026 destinations, some less obvious areas emerge compared to the classic European wine tourism hubs, a sign of a more curious and diverse international demand.

Château d’Yquem: Between Legend and the Luxury Market The celebrated Sauternes returns to the spotlight with a presentation-auction that confirms the symbolic and commercial power of these iconic wines on the global scene.

Wine events

Vinitaly confirms the central role of wine tourism. Through tastings, meetings, and debates, Verona confirms its position as a platform for discussion on the future of wine, with a focus on hospitality, business models, and territorial development.

Vinitaly: Flavor, Color, and Business Relations The photo story from the stands conveys a vibrant image of a vibrant event, brimming with aesthetics, B2B meetings, tastings, and a widespread presence of industry professionals and institutions.

Meloni at Vinitaly: full support for the sector. The Prime Minister calls Vinitaly a “unique showcase of Made in Italy” and reiterates the Government’s commitment to supporting the sector in a complex international context.

The 70th Valdobbiadene DOCG Exhibition is in full swing. The calendar of events continues at Col San Martino, including awards ceremonies, food, a photography exhibition, tourist itineraries, and sports initiatives related to the Valdobbiadene region.

Sangiovese Festival in San Giovanni Valdarno On April 18th and 19th, the city hosts a major event dedicated to Sangiovese with 80 wineries, over 400 labels, masterclasses, music, and cultural events.

Supertrebbiano Returns to Spoleto The second edition of the event dedicated to Trebbiano Spoletino brings together over 15 Umbrian wineries and local producers, confirming the growing interest in these distinctive grape varieties.

Thanks for listening, we remind you that today’s wine press review was brought to you by WINEIDEA.IT .

See you tomorrow.

 

Wine press review for Tuesday April 14 -2026

with:

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

Italian wineries

Marsala DOC debuts at Vinitaly. The Marsala Consortium’s first official appearance in Verona. The goal: to unify the identity, narrative, and positioning of a historic appellation that seeks to regain its centrality in the contemporary market.

The Marche wine region showcased with 79 companies. The Marche Wine Protection Institute (Istituto Marchigiano di Tutela Vini) is bringing a significant presence to Vinitaly, with both a regional collective and independent stands, strengthening its promotion, tastings, and meetings with international buyers.

Bastia d’Albenga tells the story of Ligurian wine. The Enrico Dario company promotes artisanal and territorial viticulture in Western Liguria, with Pigato, Vermentino, and Rossese as authentic expressions of the sea, hills, and family identity.

Cantina Futurista opens in Treviso. A new “urban winery” opens in the Fonderia district: a project that combines on-site winemaking, artisanal distillation, and catering, signaling a new evolution in the way wine is experienced in the city.

Cantina del Rimedio takes center stage in Verona. The Oristano-based winery will be presenting its entire product range at Vinitaly, along with a new label, confirming the fair’s role as a lever for sales and image.

Tenuta Sant’Antonio presents new products and a restyling. The Verona-based winery expands its range with a new high-end Amarone and renews some historic wines, interpreting market demand for greater recognisability and drinkability.

Bisol1542 launches two new labels for restaurants. The historic Valdobbiadene winery introduces two cuvées dedicated to serving by the glass in the HoReCa channel, focusing on immediacy, local identity, and presence in the premium segment.

Italian wine and Italian oenology

Export target of €10 billion. A clear direction emerged from Vinitaly: respond to tariffs, geopolitical tensions, and slowing consumption by seeking new commercial outlets and strengthening the international presence of Italian wine.

New markets and wine tourism among the drivers of growth. A message shared by institutions and operators: the sector can restart by focusing on foreign promotion, trade agreements, India, China, Mexico, and the valorization of local expertise.

Wine resists US tariffs The sector is looking beyond the United States and seeking global alternatives, while concerns grow about the effects of the climate crisis on vineyards and production.

Stocks remain high. “Cantina Italia” data indicate that stocks are still high in March 2026: 5.7% compared to 2025, with a strong concentration in PDO wines and in the Northern regions, especially in Veneto.

Alcohol-free wine, a growing segment. The topic is entering the Vinitaly 2026 debate with force. The global market continues to grow, and in Italy, following the new regulatory framework, some large operators are eyeing this sector with interest.

Wineries increasingly active in gin, vermouth and spirits Several wineries are diversifying their production to react to the consumer crisis, opening new lines related to spirits, bitters and vermouth.

Wine in the restaurant industry is worth €12 billion. The Fipe-Uiv Observatory confirms the strategic importance of wine in the HoReCa sector. Overall consumption is declining, but fresh whites, sparkling wines, and lighter wines are holding up.

Large-scale retail trade: volumes drop, value holds steady. In 2025, large-scale retail trade will see a decline in the number of litres sold, but the value will remain almost stable thanks to consumers’ greater orientation towards higher-end products.

CMO Promotion: Over €98 Million for Foreign Markets. The new initiative for the 2026-2027 campaign strengthens support for the internationalization of Italian wine, with particular attention to third-party countries and regional programs.

Wine as a story, culture, and conviviality. At Vinitaly, wine returns to the forefront as a companion to food and the protagonist of convivial gatherings. More and more wineries are connecting labels, Italian cuisine, and the region in a cultural and relational way.

Moderate consumption and the Italian model Federvini relaunches the concept of the “Italian way” of drinking wine: 80% consumed during meals, smaller quantities than in the past, and higher perceived quality.

Science and wine: the health debate reopens. The topic of the relationship between wine, moderation, and the Mediterranean diet returns to the forefront, with contributions encouraging us to distinguish wine from spirits on a cultural and nutritional level.

Women and Wine: More Profitable Female-Owned Businesses A CREA study highlights how female-led winemaking businesses achieve higher average economic results and operate an increasingly competitive business model.

The problem with wine is also how it is presented. Inside and outside Vinitaly, this is reflected in the sector’s communication: less defensive, clearer, more consistent with new consumers and market changes.

Coldiretti: Freeing wine from duties and bureaucracy is worth €1.6 billion. The message from the agricultural world is clear: fewer constraints and fewer penalizing narratives to return resources to quality, promotion, innovation, and wine tourism.

International

Vinitaly: Amidst Wars, Tariffs, and New Global Balances, the international climate remains complex, amid geopolitical crises, trade instability, and slowing consumption. The wine sector is being forced to rethink its routes, markets, and positioning strategies.

International agreements and emerging markets at the center Mexico, India, China, and Mercosur are increasingly entering the radar of operators as alternative or complementary outlets to traditional markets.

Wine events

Giorgia Meloni expected at Vinitaly on April 14th. The Prime Minister’s visit confirms the political and symbolic weight of the Verona event, increasingly a center of gravity between institutions, businesses, and the promotion of Made in Italy.

Vinitaly confirms its position as a political and supply chain hub. The government has been strongly present since the opening: Tajani, Lollobrigida, Urso, Giuli, Mazzi, Fontana, as well as European and ICE representatives, reaffirm the strategic value of Italian wine.

Stefani inaugurates his first Vinitaly as governor. The president of Veneto emphasizes the central role of the region, which accounts for over 37% of national wine exports.

Lollobrigida relaunches the social and cultural value of wine. In her speech, the minister reiterated the connection between wine, Italian cuisine, conviviality, and national identity.

Tasting at Brolo, a reservation-only event. An event dedicated to wine, craft beer, bread-making, and local history, with tastings and a tour of the winery.

Pecorino Romano DOP debuts at Vinitaly. For the first time, the Consortium is participating in the event, focusing on the dialogue between wine and cheese as an integrated narrative of Italian excellence.

Trentino takes center stage at Vinitaly. From mountain wineries to large-scale operators, the Trentino region presents itself as a model where wine, tourism, and landscape become a unique system of value.

Wine tourism on the rise, according to the Wine Tourism Movement . Nearly 60% of wineries report an increase in visitors by 2025. The sector is growing especially in Central and Southern Italy, but there remains significant potential not yet tapped by foreign tourism.

Spring in Veneto along the wine roads The story of wine extends beyond the fair, including wineries, territories, historic villas, and wine tourism experiences that strengthen the region’s appeal.

The Cinque Terre at Vinitaly 2026 The National Park will be participating with a dedicated space in the Liguria stand, highlighting the theme of heroic viticulture and the protection of the productive landscape.

Thanks for listening, we remind you that today’s wine press review was brought to you by WINEIDEA.IT .

See you tomorrow.