The week of December 15-20, 2025, paints a picture of an Italian wine sector marked by stark contrasts: on the one hand, unprecedented cultural and reputational recognition; on the other, structural tensions in markets, consumption, and inventory levels that require rapid and coordinated strategic decisions.
UNESCO’s recognition of Italian Cuisine as an Intangible Cultural Heritage of Humanity has significantly strengthened the international positioning of Italian wine, an integral and inseparable part of this heritage.
The sector emerges enhanced not only symbolically, but also economically: wine contributes significantly to the agri-food trade balance, with approximately €7.5 billion in annual revenue. It is an intangible asset that strengthens the Italian brand, tourism, and the overall attractiveness of the regions.
Within this framework, sparkling wines remain the true driving force of the wine industry , with Prosecco the undisputed star. The numbers for 2025 speak for themselves: 776 million bottles sold in the first nine months, a presence in 180 countries, a production value of €3 billion, and over €2 billion in exports. Growth is occurring across the three denominations—Prosecco DOC, Conegliano Valdobbiadene DOCG, and Asolo DOCG—which demonstrate their ability to work collaboratively, managing production expansion and jointly addressing crucial challenges such as declining purchasing power, US tariffs, and the search for new markets. Prosecco confirms its position as an accessible, intergenerational product with a winning quality-price ratio and extraordinary adaptability to new global consumption patterns, becoming a trailblazer for the entire Italian winemaking industry.
On the international front, mixed signals are emerging. Ukraine remains a recovering market, with consumption and imports growing in 2024–2025. Italy is a leading supplier, benefiting from a demand shift toward dry wines and Western styles, especially among younger, urban consumers. Conversely, the global picture remains complex: France also reports a decline in exports in 2025 (-2.5% in value), with sharp declines in the United States and China, demonstrating a crisis not limited to Italian wine.
In Italy, however, the most critical figure remains that of stocks . With the 2025 harvest concluded, Italian wineries held 8.6% less wine than in 2024, with over 53 million hectoliters in stock, in addition to musts and fermenting wines. The concentration of inventories in Northern Italy and in the main PDO and PGI designations highlights how even wines with higher added value are not immune to the slowdown in consumption. This structural imbalance between production and demand represents one of the main factors pressuring prices and companies’ profitability.
Italian exports continue to show signs of weakness: in the first nine months of 2025, their value fell by 2.2%, with the sharpest decline in the United States, the primary market. The recovery in volumes, despite declining values, indicates price compression to stimulate weaker demand. Some European markets, such as Germany, France, and the Netherlands, are showing positive signs, but they are not sufficient to offset the losses in non-EU markets and North America.
In this complex context, however, encouraging institutional signals are emerging. The green light for the European “Wine Package” introduces greater flexibility in crisis management tools, simplified labeling (QR codes and digital labels), strengthened promotional measures in third-party countries, and recognized wine tourism as a fundable lever. Regulatory frameworks for zero- or reduced-alcohol wines are also clarified, addressing one of the most significant global consumption trends.
Finally, the Christmas season confirms that, despite the crisis, the demand for quality remains resilient . According to Partesa, during the 2025 holidays, great Italian wines will remain central, alongside Champagne and premium international brands. There is a growing focus on authentic experiences, excellent products, and more informed consumption, with growing interest in low- and no-alcohol options as well.
Final summary
Italian wine closes 2025 suspended between an unprecedented strength of identity and reputation and an economic crisis that demands rigor, selection, and strategy. Sparkling wines—Prosecco first and foremost—lead the system and point the way: value, accessibility, supply chain coordination, and openness to new consumption styles. The challenge of the coming months will be to transform cultural and symbolic capital into economic sustainability, managing inventories, rethinking the offering, and strengthening its positioning in markets that, despite everything, continue to seek out Italian wine when it speaks the language of the present.
