Italian wine trend 2025 today.
“Italian Wine 2025: Between Tariffs, Emerging Markets, and Digital Sustainability”
- US tariffs at 15%: a real pressure on exports
- From 7 August 2025, European wine will be hit by 15% tariffs in the US, with shipping deadlines extended for temporary protection.
- The most exposed denominations, such as Prosecco, are considering rapid strategic choices.
- US exports still growing, but diversification is needed
- In the first 5 months of 2025, exports to the United States increased by 5.7% in value (approximately €838.7 million), compared to a global decline of –0.8% (€3.2 billion).
- Consortia such as Chianti and Prosecco producers are accelerating their expansion into South America, Asia, the Middle East, Africa, and Canada.
- High inventories and a struggling domestic market
- Inventories remain critical: 43.6 million hl as of June 30, 2025, with wineries already reducing yields to avoid excesses.
- Domestic consumption, especially among young people, is declining due to health-conscious choices and more restrictive regulations.
- Premium exports and sales dynamics promise momentum
- Mediobanca analyses indicate an estimated growth of 1.7% in total revenues and 2% in exports for 2025, with sparkling wines in the lead (4.4% revenues, 6.1% exports).
- Wine tourism 4.0 and digital sustainability as critical levers
- Wine tourism remains a strategic lever: multisensory experiences, personalization, and post-Vinitaly digitalization are at the heart of the wine tourism recovery.
- Furthermore, recent studies report the positive impact of Artificial Intelligence on sustainability, production, and the wine tourism experience.
- #ResilientExport
- #EmergingMarketsStrategy
- #DigitalWineTourism
Conclusion
Italian wine faces a crucial moment: US tariffs are putting pressure, but the American market is holding firm. The structural surplus requires rapid decisions regarding inventories and returns, while premium performance offers hope. Revitalization requires new markets, wine tourism synergies, and digital innovation. As a trusted partner with vision and execution, your strategic advantage lies in transforming these challenges into high-impact, high-value operations.