ITALIAN WINE MARKET TRENDS – WEEK OF OCTOBER 26–30, 2026

Italian Wine Faces a Slowdown, but New Opportunities Are Emerging

The Italian wine market is undergoing a period of transformation. Consumption and exports are declining, pressure on prices and winery profit margins is increasing, yet several market segments continue to demonstrate growth potential.

The domestic wine market is worth €3.1 billion, with 713 million litres sold during the first eight months of 2026. According to NielsenIQ, sales declined by 1.3% in value and 2.8% in volume.

The main trends include:

• Sparkling wines continue to grow: Sales reached €793 million, increasing by 1.1% in value and 1.4% in volume. Traditional Method sparkling wines performed particularly well.
• Strong-performing appellations: Lugana DOC, Langhe DOC and Primitivo di Manduria DOC recorded significant growth.
• Exports under pressure: Veneto, Italy’s leading wine-exporting region, recorded an 8.4% decline in export value during the first half of 2026.
• US market showing signs of recovery: Following a difficult first half, Italian wine exports to the United States rebounded by nearly 17% in the third quarter, although cumulative performance remains negative.
• Organic wine: Italy remains the leading supplier of organic wine to the United States, accounting for 51% of the market by value.
• Wine tourism and direct sales: These activities are becoming increasingly important to winery profitability, particularly for independent producers.
• Winery financial performance: An analysis of 130 Tuscan wine companies shows broadly stable revenues, but declining margins for approximately 63% of the businesses surveyed.
• Technology: Italy confirms its global leadership in winemaking machinery and wine packaging equipment.

The key message: Producing high-quality wine is no longer enough. Wine businesses must understand their costs, protect profit margins, diversify their markets and develop sales channels capable of generating greater value.

ITALIAN WINE MARKET TRENDS: DECLINING CONSUMPTION, RECOVERING EXPORTS AND NEW OPPORTUNITIES FOR WINERIES

October 26–30, 2026: The Italian wine market is entering a new phase. Sparkling wines, organic production and wine tourism are expanding, while wineries face pressure on profitability, weaker demand for red wines and the need to strengthen their commercial presence.

Weekly Market Analysis by WINE IDEA News – Markets, Businesses and Outlook for the Italian Wine Industry.

The Italian Wine Market Is Worth €3.1 Billion, but Consumption Is Declining

Italian wine remains an important component of the country’s agricultural and food economy, but 2026 figures confirm an increasingly selective market.

According to NielsenIQ, wine sales in Italy reached €3.1 billion during the first eight months of the year, with 713 million litres sold.

Compared with the previous year, sales declined by 1.3% in value and 2.8% in volume.

The average price of wine and sparkling wine stands at €4.31 per litre, while still wine averages €3.81 per litre, an increase of 1.6%.

Wine continues to be purchased by more than 80% of Italian households, but purchasing volumes, consumption occasions and consumer preferences are changing.

For wineries, the challenge is no longer simply to sell more bottles. It is becoming essential to offer the right wine to the right consumer through the most appropriate distribution channel.

Sparkling Wines and Appellations: The Most Resilient Market Segments

Sparkling wines continue to stand out as one of the strongest-performing categories.

Sparkling wines and Champagne generated €793 million in sales, increasing by 1.1% in value and 1.4% in volume.

Traditional Method sparkling wines recorded growth exceeding 6% in value and 9% in volume.

Several Italian appellations also demonstrated a particularly strong ability to attract consumer demand:

• Lugana DOC: +18.1% in value and +18.4% in volume.
• Langhe DOC: +11.9% in value and +14.9% in volume.
• Primitivo di Manduria DOC: +7.5% in value and +11.4% in volume.
• Valpolicella Ripasso DOC: +5.2% in value.
• Vermentino di Gallura DOCG: +5.1% in value.

These results demonstrate that, even in a contracting market, certain wine categories can continue to grow thanks to their territorial identity, established reputation and ability to respond to changing consumer preferences.

Italian Wine Exports: Veneto Slows Down While the United States Shows Signs of Recovery

International trade remains one of the most important areas of concern for the Italian wine industry.

According to Veneto Agricoltura, regional wine exports reached €2.93 billion in 2025, declining by 1.1% in value despite a 1.2% increase in exported volumes.

The average export price fell by 2.3%, reaching €3.64 per litre.

The situation worsened during the first half of 2026, when Veneto’s wine exports declined by 8.4% in value to €1.32 billion.

Nevertheless, Veneto continues to account for 36.3% of the total value of Italian wine exports.

In the United States, a key market for many Italian producers, the first half of 2026 ended with a 14.1% decline in export value, according to an analysis by Ebury.

However, preliminary figures from Unione Italiana Vini indicate a recovery of nearly 17% in exports to the US market during the third quarter.

The cumulative result for the first nine months remains negative, at approximately -6%, but the improvement compared with the first half represents an encouraging signal.

It remains unclear how much of this recovery reflects a genuine increase in consumption and how much is attributable to renewed purchasing and inventory replenishment by importers.

Tariffs, fluctuations in the euro-dollar exchange rate and pricing pressure continue to influence the commercial strategies of Italian wine producers.

Italian Organic Wine: The United States Confirms Italy’s Leading Position

Against a challenging international backdrop, organic wine represents one of the most promising opportunities.

According to research conducted by Nomisma for the Ita.Bio platform, Italy is the leading supplier of organic wine to the United States, holding a 51% market share by value.

In 2025, US imports of Italian organic wine reached €35.6 million, while the first eight months of 2026 recorded growth of 2.2%.

The perceived quality of Italian products represents an important competitive advantage.

Among American consumers who already purchase Italian organic wine, 71% consider it superior to organic wines produced in the United States and France.

However, several commercial barriers remain, including high prices, insufficient distribution and difficulties in identifying Italian organic products.

For organic wineries, future growth opportunities will therefore depend on stronger market visibility, wider distribution and more effective communication of the distinctive qualities associated with Italian origin.

Wine Tourism and Direct Sales: New Sources of Profitability for Wineries

One of the most significant changes in the wine industry concerns the direct relationship between producers and consumers.

Research conducted by Nomisma Wine Monitor for FIVI, the Italian Federation of Independent Winegrowers, highlights the growing importance of direct sales and wine tourism in the financial performance of smaller wineries.

Nine out of ten independent winegrowers sell directly from their wineries, with this channel accounting for an average of 20% of turnover.

Wine tourism contributes an average of 14% of revenues among businesses offering these activities, while 56% of producers report an increase in wine tourism revenues over the past two to three years.

The HoReCa channel remains important, accounting for an average of 47% of company revenues, but is experiencing greater difficulties.

A separate study by Nomisma and UniCredit estimates that wine tourism generated approximately €3.1 billion in 2025, contributing an average of 21% of turnover among the wineries included in the analysis.

Although the two studies examine different business samples and market segments, both confirm the growing economic importance of winery hospitality.

Wine tastings, vineyard tours, accommodation, restaurants and direct-to-consumer sales are no longer merely promotional activities. They can become structural components of a winery’s business model.

Tuscan Wineries: Stable Revenues but Profit Margins Under Pressure

Preliminary research conducted by the Management DiVino Research Centre at Studio Impresa, covering 130 Tuscan wine companies, highlights the economic challenges affecting even Italy’s most prestigious wine regions.

In 2025, the companies analysed generated combined revenues of €1.431 billion, broadly unchanged compared with 2024 (-0.2%).

However, the most significant finding concerns profitability: approximately 63% of the companies recorded a decline in EBITDA margins.

Within the sample, 64 companies increased their revenues, and 28 of these also managed to improve their margins.

The difference between resilient businesses and those experiencing difficulties therefore depends not only on sales performance, but also on their ability to manage costs, investments, debt and financial structure.

The pressure affecting red wines, particularly relevant in Tuscany, makes careful financial management even more important.

For producers, understanding the actual cost of each bottle, the profit margin of individual products and the minimum sales volume required to break even is becoming essential.

Wine Bottling: Positive Signs in the Third Quarter

Following several difficult months, some indicators are beginning to improve.

According to Valoritalia, wine bottling volumes increased by 4.9% in September 2026 compared with the same month in 2025.

During the third quarter, DOC wines recorded growth of 5%, while DOCG wines increased by 4.9%.

The cumulative decline in bottling volumes during the first nine months of the year narrowed to 3%.

IGT wines, however, continued to struggle, recording an 18.9% decline during the quarter.

The recovery in wines with protected designations of origin is an encouraging signal, although it is still too early to speak of a structural reversal in market trends.

Winemaking Technology: Italy Maintains Its Global Leadership

Italy’s winemaking machinery industry continues to represent an area of industrial excellence.

According to research by Simei and Mecs, Italy accounts for 47% of the global market for winemaking technologies and 60% of the wine packaging machinery segment.

The worldwide market for wine processing and packaging machinery was worth approximately €2.6 billion in 2025.

Simei, scheduled to take place at Fiera Milano Rho from November 17 to 20, 2026, will provide an opportunity to explore technologies designed to improve productivity, efficiency and competitiveness across the wine industry.

WINE IDEA NEWS – STRATEGIC MARKET PERSPECTIVE

The Future of Italian Wine Will Increasingly Depend on the Ability to Create Value, Not Simply Produce More Wine

This week’s developments reveal an industry undergoing profound transformation.

Italian wine retains an extraordinary heritage of wine regions, appellations, production expertise and international reputation.

However, these strengths alone are no longer sufficient to guarantee satisfactory financial performance.

Five strategic priorities emerge particularly clearly.

1. Protect business profitability.

Rising costs and pricing pressure require more rigorous financial management. Selling more wine does not necessarily mean generating higher profits.

2. Diversify markets and distribution channels.

Dependence on a limited number of countries or importers exposes wineries to increasing risks. Exports, direct sales, e-commerce and HoReCa should be developed as complementary channels.

3. Invest in wine tourism and direct consumer relationships.

Wineries capable of offering experiences, hospitality and additional services can generate new revenue streams while strengthening customer loyalty.

4. Strengthen market positioning.

Recognisable appellations, established brands, organic wines and distinctive products can create growth opportunities even in an otherwise weak market.

5. Improve the financial and economic structure of wine businesses.

Understanding profit margins, production costs, liquidity and the financial sustainability of investments is essential for navigating market challenges and protecting business value.

The Outlook for Entrepreneurs and Investors

The ongoing transformation of the wine industry may create new opportunities for consolidation, mergers and acquisitions, equity investment and corporate restructuring.

Wineries with recognised brands, established markets, efficient production facilities and a proven ability to generate profits are likely to become more attractive to investors.

Conversely, businesses facing reduced margins, limited commercial diversification or financial difficulties should promptly consider turnaround strategies, industrial partnerships or alternative management models.

The value of a winery is no longer determined solely by its vineyards, buildings and production volumes, but increasingly by its ability to transform these assets into sustainable profitability.

Conclusion

2026 is proving to be a year of significant change for the Italian wine industry.

Declining consumption, export difficulties and pressure on profit margins coexist with encouraging developments in sparkling wines, organic production, prestigious appellations, wine tourism and direct sales.

The challenge for wine businesses is not simply to wait for the market to recover, but to prepare themselves to compete under different conditions.

Companies that successfully anticipate these changes, reorganise their operations and strengthen their competitive advantages will be better positioned to consolidate their businesses and pursue future growth.

WINE IDEA News – Italian Wine Market Trends, October 26–30, 2026.

Wine market, exports, inventories, and consumption: the sector seeks a new balance. White and sparkling wines are growing, red wines are struggling, while Prosecco and new markets offer opportunities.

Weekly WINE IDEA News Review – Updated October 15, 2026, with previews of events on October 16 and 17.

The picture of the week

Italian wine is undergoing a transformation. After months of slowdown, bottling shows the first signs of stabilization, but the recovery remains uneven.

White and sparkling wines are holding up better, while reds continue to lose ground, and high inventories are increasing pressure on wineries. Internationally, exports and consumption are slowing, while markets like China are offering new opportunities for development.

The challenge isn’t just about selling wine: it’s becoming increasingly important to adapt production, product ranges, distribution, and positioning to new consumer habits.

The key numbers of the sector

Italian bottlings, January–September

-3.0%

9.86 million hectoliters – Valoritalia

Italian stocks, September 30

62.7 million hl

Wine, musts, and new wine in fermentation – ICQRF

World exports, first half of the year

-5.1%

Export Value – OIVE

Prosecco DOC in China, first semester

30%

Export growth on an annual basis

1. Italian market: signs of recovery, but not for everyone

According to Valoritalia, in the third quarter of 2026, bottlings decreased by only 0.3% compared to 2025, while September recorded growth of 4.9%.

In the first nine months of the year, 9.86 million hectolitres were bottled, a decrease of 3%.

The differences between categories are significant:

• DOC and DOCG: in the third quarter they grew by 5% and 4.9% respectively.
• IGT: recorded a contraction of 18.9% in the same period.
• Whites remain stable: 1.8% in the first nine months.
• White sparkling wines: 1.3%.
• Red wines: -8.8%.

Bottling trend by type, January–September 2026

-10%-6.5%-3%0.5%4%Still WhitesSparkling WhitesReds

Percentage change over the same period in 2025. Source: Valoritalia.

The market is therefore increasingly placing a premium on freshness, versatility, and ease of consumption. It’s essential for wineries to assess whether their product line still meets real demand.

Valoritalia data refers to denominations certified by the organization and does not automatically represent the entire national production.

2. Stocks: over 62 million hectoliters in Italian cellars

The ICQRF Cantina Italia report, updated to September 30, 2026, highlights overall availability of approximately 62.7 million hectoliters, divided as follows:

The three categories include products at different production stages and should not all be considered as wine already marketable.

Veneto accounts for 24.9% of national wine stocks. Among the denominations, Prosecco DOC accounts for 3.3 million hectoliters, followed by IGT Toscana with 1.4 million and IGT Puglia with 1.3 million.

56.8% of wine stocks are DOP and 25.3% IGP. Red wines predominate in both categories.

The main critical issue is the balance between production, inventories, and sales capacity. If inventories continue to grow without adequate commercial absorption, the risk of pressure on prices and companies’ working capital will increase.

3. Piedmont: €1.5 million to reduce unsold wine

The Piedmont Region has earmarked a €1.5 million investment to facilitate the transformation of unsold DOC and DOCG wines from vintages up to 2025.

The contribution may reach 0.40 euros per liter, with eligible quantities ranging from 30,000 to 400,000 liters per beneficiary and a maximum of 160,000 euros.

The measure favors processing into products other than wine, such as vinegar, excluding distillation. The deadline for the call for proposals is November 30, 2026.

It is an intervention that aims to reduce stocks and offer companies an alternative outlet for part of the unsold product.

4. Large-scale distribution: possible cuts to assortments in 2027

The slowdown in sales is pushing some large-scale retailers to review their wine assortments.

According to Winemag, a major national group has informed suppliers that it will review its references and commercial collaborations during the 2027 negotiating campaign.

Among the most exposed products are structured red wines and labels with slower rotations.

For wineries that rely heavily on large-scale retail trade, the risk concerns not only sales volumes, but also shelf presence and bargaining power.

It is therefore important to diversify channels, strengthen commercial relationships, and evaluate the actual profitability of each product.

5. Prosecco DOC: China grows by over 30%

China still represents a limited market in terms of volumes, but it is interesting for the development of Prosecco DOC.

In the first half of 2026, exports to the country increased by over 30% compared to the same period in 2025. The Chinese market is estimated to be around one million bottles per year.

The Prosecco DOC Consortium organized two masterclasses in Beijing with over 100 university students, dedicated to the denomination, tasting, and Italian culture.

The initiative also involved Generation Z, invited to propose new forms of communication and consumption opportunities.

The most interesting fact is strategic: in emerging markets, it’s not enough to export a bottle; you need to build awareness, recognition, and relationships with local consumers.

6. Global wine exports: volumes and turnover decline

According to Trade Data Monitor data processed by the Spanish organization OIVE, in the first half of 2026 international wine trade recorded:

• -5.1% in value, for 15.8 billion euros.
• -8.1% in volume, for approximately 4.2 billion litres.
• -6.1% in value for packaged wine.
• -12.3% in value for bulk wine.

Sparkling wines show greater stability, with a 0.5% increase in value and a slight 0.6% decrease in volume.

Italy remains the world’s leading exporter in terms of quantity, with 986.4 million liters, but recorded a 6.2% drop in export value.

The slowdown is affecting many producing countries and is linked to weaker consumption, economic uncertainty, and international trade difficulties.

7. United States: More selective consumers and greater attention to prices

The American market remains fundamental for Italian wine, but it is changing rapidly.

According to SipSource, the wine and spirits sector has seen a 6.7% decrease in volume and a 5.8% decrease in revenue over the last twelve months.

Sales for home consumption are weaker than those for the restaurant channel.

In wine, the lower-priced segments continue to suffer, while products above $16 are showing greater resilience. The $20 to $29.99 segment saw a 0.9% increase in revenue.

Prosecco, Sauvignon Blanc, and Champagne are showing positive signs in some recent surveys.

For Italian producers, the American market remains strategic, but requires greater attention to price, distribution, positioning, and commercial continuity.

8. Identity of Italian wine: fewer imitations and more territory

Andrea Lonardi, Master of Wine and co-author with Jessica Dupuy of Italianity: The Culture of Italian Wine, draws attention to a key element for the future of the sector: the recognizability of Italian wine.

According to Lonardi, Italy must better valorize its own grape varieties, the diversity of its territories, and a winemaking style consistent with its own tradition, avoiding imitating international models.

Among the signature red grape varieties, he highlights Nebbiolo, Sangiovese, and Nerello Mascalese. Among the whites, he points to interesting prospects for Vermentino, Verdicchio, Grillo, Soave, and Friulano.

The message also applies to business management: to compete, better organized companies, commercial skills, and long-term strategies are needed.

Territorial identity can become a competitive advantage only when accompanied by consistent quality, sales potential, and brand recognition.

9. Wine and health: the debate on communication

During a visit to the Zorzettig winery in the Colli Orientali del Friuli, Minister Francesco Lollobrigida supported the need to strengthen the promotion of Italian wine, highlighting its culture and connection to the region.

He also drew attention to the changing consumer habits of young people and the opportunities offered by some Asian and African markets.

The debate concerns the way wine is described and perceived.

From a health perspective, it is important to distinguish the cultural valorization of wine from scientific evidence: alcohol consumption poses health risks, even at moderate levels, and cannot be presented as risk-free.

10. Veneto and Friuli-Venezia Giulia: Quality and Adaptability According to Slow Wine 2027

The Slow Wine 2027 guide, scheduled for presentation on October 17 in Milan, captures a sector beset by commercial difficulties, rising costs, and climate change.

The anticipated editorial data highlights the importance of the North East:

In Veneto, a trend is emerging toward fresher, more balanced wines, even in appellations traditionally associated with full-bodied products, such as Valpolicella.

Friuli-Venezia Giulia confirms its high average quality, supported by the identity of the Eastern Hills, Collio and Carso, despite extreme weather events and production difficulties.

The guide also notes a growing focus on sustainability, with 1,204 organic or biodynamic wineries and 3,005 wines packaged in bottles weighing no more than 450 grams.

These advance data will be confirmed with the official presentation of the guide.

11. France: wine is also a cultural heritage

A Deloitte study commissioned by Vin & Société analyzed the cultural value attributed by the French to their winemaking heritage.

The average declared willingness to pay to preserve it is equal to 94 euros per year per person, which rises to 123 euros for further enhancement initiatives.

70% of those interviewed associate wine with conviviality, while 53% consider it a cultural heritage to be promoted.

These are values estimated through a survey, not contributions actually paid.

The research highlights an important aspect for Italy as well: the value of wine depends not only on the bottles sold, but also on the landscape, history, tourism, and knowledge passed down.

12th OIV Congress in China: Innovation and Sustainability at the Center

From October 12 to 16, 2026, Yinchuan, in China’s Ningxia Province, will host the 47th World Congress of Vine and Wine.

The event, organized within the OIV, includes 420 scientific contributions dedicated to research, innovation, and sustainability.

The choice of China demonstrates the growing international interest in a country that, in addition to representing a consumer market, is developing its own manufacturing identity.

For the global sector, it is becoming increasingly important to combine winemaking tradition, technological innovation, and adaptation to climate change.

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

ITALIAN WINERIES

Tenuta San Guido tops the list of Italy’s most profitable wineries.

Profitability is particularly strong among the large Tuscan wineries. According to the latest Unione Italiana Vini Observatory, Tenuta San Guido , producer of Sassicaia, has an EBITDA/sales ratio of 63.2% , having remained above 60% for four years.

Jermann , owned by Marchesi Antinori, follows with 50.5%, while Marchesi Antinori reached 50.2% with a turnover of €263 million. The results demonstrate how company size, brand strength, and efficient management can coexist with particularly high margins.

Nunzia De Girolamo: From Politics to Viticulture

Nunzia De Girolamo talks about her bond with wine and the land, which began during her childhood and became an entrepreneurial project in 2016 with Passo delle Tortore , a winery in Pietradefusi, in the Taurasi area.

The venture involves the De Girolamo family and winemaker Francesco De Pierro and represents a return to the agricultural roots of a personal journey that has also crossed national politics.

Moncalisse: A new generation and a new project for the Walch family.

Carolina and Julia Walch, the new generation of the South Tyrolean Walch winemaking family, have opened Moncalisse , a new winery on the slopes of Monte Calisio, near Trento.

The project combines family continuity, contemporary architecture, and territorial development, marking a new phase in the family’s long entrepreneurial history.

Giustini focuses on Negroamaro rosé

With Costiero Rosato Salento IGP 2025 , obtained from Negroamaro, the Giustini company of San Giorgio Ionico offers a wine characterized by freshness, flavor and immediacy.

The project interprets an increasingly common trend in the market: developing contemporary and accessible wines while maintaining a strong connection to the territory and its grape varieties of origin.

Castiglion del Bosco strengthens its winemaking project

Castiglion del Bosco, owned by an international Middle Eastern family office since 2022, has 64 hectares of organic vineyards and produces around 180,000 bottles .

The Montalcino estate has embarked on a new production journey with winemaker Giuseppe Gorelli. Among the new creations is Undici 2024 , a Toscana IGT Bianco from Incrocio Manzoni, aged for six months in ceramic vats.

Vinicola del Sannio: 65 years of production and local history

For 65 years , Vinicola del Sannio in Castelvenere has been a point of reference for numerous suppliers in the Campania region.

Alongside its production for large-scale retail trade, the company is promoting lesser-known local varieties, such as Sciascinoso, and investing in communication through the “Essenze Sannite” project, which links wine, history, culture, gastronomy and local traditions.

Bolgheri: Fornacelle invests in wine tourism

The historic Fornacelle winery inaugurates La Vinoteka in Bolgheri, a new space dedicated to hospitality, tastings, and knowledge of the local area.

The initiative reflects the evolution of Italian wine tourism: a visit to a winery is no longer just a tasting or purchase, but an experience that brings together wine, territory, people, and history.

ITALIAN WINE AND ITALIAN OENOLOGY

2026 Harvest: More Wine in the Cellars and an Early Harvest

The 2026 Italian grape harvest is starting early in many areas due to high temperatures.

According to ICQRF data, as of June 30, 2026, there were 46.5 million hectolitres of wine in Italian wineries, 6.7% more than in June 2025.

The situation is pushing several denominations to intervene on yields and supply management to avoid further pressure on prices.

Tuscany and Abruzzo reduce yields to defend value

Faced with high inventories and weak consumption, several areas are adopting production containment strategies.

Reducing yields, storage, and harvest reserves become tools to avoid oversupply and protect the value of the denominations.

A similar strategy concerns Verdicchio dei Castelli di Jesi , where the yield limit has been extended to 110 quintals per hectare compared to the 140 foreseen by the regulations.

Sicily: Excellent grape quality, but cellars still full

The 2026 Sicilian harvest presents positive qualitative prospects, favored by water reserves and the good phytosanitary condition of the vines.

The problem, however, concerns inventory levels. The analyzed material indicates large quantities of wine still in cellars and an increase in inventories, with consequent pressure on companies’ liquidity and prices.

Cooperative organizations are calling for extraordinary interventions, including crisis distillation , while the Region is evaluating resources dedicated to reducing stocks.

Friuli Venezia Giulia: Harvest brought forward by the heat

In Friuli Venezia Giulia, the harvest began before mid-August, with a particularly early start in the Collio and Eastern Hills.

Temperatures that reached 40 degrees and drought conditions accelerated the ripening of the grapes, forcing many companies to bring forward operations.

Umbria: Promising quality, quantity to be verified

The 2026 harvest is also coming early in Umbria. Initial assessments indicate potentially interesting quality, while in some areas yields could decline by 5-10% due to water stress.

At the same time, the regional sector is calling for a more structured strategy to address market transformations.

Hailstorms in the Alto Novarese area: vineyards severely damaged

A violent meteorological phenomenon with hail, wind and rain hit the areas of Ghemme, Fara, Barengo, Cavaglio d’Agogna and Briona , causing serious damage to the vineyards.

In some companies, the bunches of grapes close to harvest were destroyed and the plants severely damaged.

The episode brings to the forefront the problem of Italian viticulture’s exposure to extreme weather events.

New MASAF funding for sustainable vineyards

The “Investments for the sustainability of vineyards” initiative, envisaged in the 2023-2027 CAP Strategic Plan, will begin in the 2026/2027 wine season.

The measure supports investments in technologies such as drones, sensors, and innovative equipment aimed at environmental sustainability, climate change management, and production improvements.

The national deadline indicated for the first annual payment is November 30, 2026 .

PIWI Research: New Resistant Varieties

Italian research on PIWI grape varieties and varieties resistant to the main grapevine diseases continues.

The genetic selection work led to the registration in the National Register of four new varieties: Termantis, Nermantis, Charvir and Valnosia .

The research also uses molecular markers to more quickly identify resistance characteristics to powdery mildew, downy mildew and black rot.

Italian wine also awarded in the skies

Two Italian wines won important awards in the international “Wines on the Wing” competition.

Alta Mora-Cusumano’s Contrada Guardiola Etna Rosso 2020 was awarded among the red wines served in First Class, while Astoria Lounge Valdobbiadene Prosecco Superiore DOCG Extra Dry received recognition in the Premium Economy sparkling category.

Casa Bottega Millesimato Brut also on the podium.

“Caro-calice”: high prices and risk of reduced consumption

The review material reports a significant increase in the price of wine by the glass in Italian tourist destinations.

Prices are reported between 8 and 14 euros , with higher levels in the main art cities, and a consequent tendency among some consumers to replace wine with other drinks.

The phenomenon sparks a reflection on the relationship between the marginality of the restaurant industry, the accessibility of wine, and the sector’s ability to maintain occasional consumption.

Italian agriculture: fewer farms and greater concentration

According to ISTAT data reported in the review, between 2010 and 2023 Italy lost 30.3% of its agricultural holdings , while the Utilized Agricultural Area decreased by 4.4%.

In 2023, there were 1,130,358 active agricultural companies , with 12.3 million hectares of UAA.

This structural transformation directly affects viticulture and raises the issue of company size, competitiveness, and generational turnover.

Luigi Veronelli: Wine as a culture of the land

On the centenary of Luigi Veronelli ‘s birth, the volume “Ode to Wine and Anarchy” brings the thoughts of one of the most important interpreters of Italian food and wine culture back to the fore.

For Veronelli, wine couldn’t be separated from its territory, its producers, and the people who cultivate the land. This belief remains relevant in a market where identity, authenticity, and the story of a territory are increasingly important.

Paolo Mieli: the wine that symbolizes Italian identity

According to journalist and essayist Paolo Mieli , wine represents one of the main symbols of Italian identity in the world.

The international success of Prosecco is cited as an example of the ability of Italian agricultural products to generate notoriety, tourism, and international recognition.

Wine tourism: simple tasting is no longer enough

Italian wine tourism is moving from traditional visits and tastings to more structured experiences.

Territory, history, culture, gastronomy, and family stories become an integral part of the offering.

The Marsala area is a significant example of this evolution, with companies such as Cantine Florio, Marco De Bartoli, Pellegrino, Caruso & Minini, and Paolini committed to the overall development of the area.

WINE EVENTS AND WINE TOURISM

Chalices of San Lorenzo – The Magic of Barbarano

August 10, 2026

Magia di Barbarano offers an evening dedicated to wine, food, and music on the night of shooting stars.

Tastings of the company’s wines, local products, and a DJ set will accompany the event from 6:30 pm to midnight.

Valtidone Wine Fest – Emilia

September 6, 13, 20, and 27, 2026

The 17th edition of the Valtidone Wine Fest will guide the public on a discovery of the Piacenza Hills through four Sundays of tastings, food, markets, and entertainment.

The protagonists are Ortrugo, Malvasia and the sparkling wines of the area.

Etruscan Wine – Tarquinia

August 20-23 and 27-29, 2026

The twentieth edition of DiVino Etrusco will see 53 wineries as protagonists.

The event will showcase the territories of the ancient Etruscan Dodecapolis and will also open the debate to the productions of Calabria, Sicily, and Sardinia.

Chianti DOCG in Canada

August 31 – Toronto September 1 – Montreal

The Chianti Wine Consortium continues its international activities with two masterclasses dedicated to Canadian importers, professionals, journalists, and operators.

Canada is listed as the fourth largest destination market for Italian wine and one of the most important non-EU markets.

Franciacorta Experience Milano Marittima

August 28, 2026

Milano Marittima will host over twenty Franciacorta wineries in an event dedicated to the appellation’s main expressions.

Among the announced companies are Bellavista, Ca’ del Bosco, Barone Pizzini, Contadi Castaldi, Monte Rossa, Antica Fratta and Castello Bonomi .

Festival in the Village – Calatabiano

August 24, 2026

The medieval Sicilian village of Calatabiano will host the first edition of Festà in Borgo , a widespread food and wine festival dedicated to Sicilian cuisine, local specialties, and the promotion of the historic center.

Franciacorta Festival in the Cellar

September 18-20, 2026

The Franciacorta in Cantina 2026 Festival aims to bring wine back to the center of the wine tourism experience.

Tastings, visits, meetings with producers, and educational activities will explore the production method, terroir, history, and identity of the denomination

Wine is changing: less quantity, more value, experiences and new markets.

The week of June 29 to July 3, 2026, confirms a now clear picture: the Italian wine sector is not simply experiencing a slowdown, but rather a profound transformation affecting consumption, markets, business models, and consumer behavior.
Challenges abound. Global consumption continues to slow, US tariffs keep uncertainty high, Italian wineries are recording higher inventories than last year, and price pressure continues to squeeze business margins. However, alongside these challenges, significant opportunities are emerging that could reshape the future of Italian wine.

Prosecco continues to drive exports

In the American market, which remains the main commercial outlet for Italian wine, Prosecco confirms its position as the most resilient denomination.

While overall wine consumption in the United States continues to decline, Italian sparkling wines are maintaining positive growth, allowing Italy to limit its losses to its main international competitors.

Prosecco is now perceived by American consumers as an accessible, recognizable product, suited to new consumption occasions. This is also confirmed by the Italian tourism market, where places like Jesolo are seeing a rise in Prosecco consumption, with particular interest also in Prosecco Rosé.

The United States is changing its face

The American market, however, is experiencing a much more profound change.

For the first time in the last twenty-five years, spirits have surpassed wine in the preferences of U.S. consumers.

At the same time, there is a growing belief, especially among young people, that even moderate wine consumption can have negative effects on health.

This evolution demonstrates that the future of wine will not depend solely on tariffs or the economy, but on the ability of companies to engage with new generations seeking products consistent with a lifestyle focused on well-being, moderation, and experience.

The tastes of Italian consumers are also changing

Summer 2026 confirms a clear evolution in preferences.

Consumers are increasingly rewarding:

native white wines;
pure single-varietal;
fresh and gastronomic wines;
productions strongly linked to the territory;
tasting and consumption experiences.

Wine is becoming less and less a simple product and more and more an experience to be lived, described, and shared.

Wineries have to manage the inventory problem

The sector is approaching the new harvest with approximately 49 million hectoliters still present in Italian cellars.

Such high availability risks putting further pressure on prices and companies’ profitability.

For this reason, there is a growing debate on the need for:

temporarily suspend new vineyard plantings;
better manage production yields;
use supply regulation tools;
strengthen commercial aggregations and joint promotion.

The goal is not to produce less indiscriminately, but to produce better and more in tune with real market demand.

Europe prepares the future of the sector

Great attention is also paid to the new Common Agricultural Policy and the implementation of the new European Wine Package.

The industry calls for maintaining resources dedicated exclusively to the wine sector, supporting international competitiveness, fostering innovation, promoting wine tourism, and providing businesses with more effective tools to address market crises.

The European comparison also confirms the need to develop differentiated strategies for the various territories, avoiding one-size-fits-all solutions for profoundly different production realities.

Innovation and new consumption models

Among the main opportunities, two directions emerge.

The first concerns the development of wines with a low natural alcohol content, obtained through agronomic practices directly in the vineyard and not through dealcoholization processes.

The second concerns the growth of wine tourism, today one of the main drivers of development in the sector.

Winery experiences, hospitality, catering, and direct customer relationships are becoming central to value creation and represent an important addition to traditional wine sales revenues.

Prices still under pressure

Despite the return of general inflation, wine prices continue to decline.

Companies are struggling to pass on increases in energy, logistics, and production costs to the market, resulting in a reduction in profitability.

This scenario makes it increasingly essential to invest in quality, differentiation, positioning, and added value, avoiding competition based exclusively on price.

The strategic vision

Italian wine is not entering an irreversible crisis.

It’s changing.

Consumers change, markets change, distribution models change, and product expectations change.

Companies that continue to compete solely on volume will face increasing difficulties.

On the contrary, those companies that can build value through identity, quality, innovation, internationalization, economic sustainability, and wine tourism will be the protagonists.

The real challenge of the coming years will not be to produce more wine, but to create more value around each bottle. This is where the competitiveness of Italian wine worldwide will depend.