“Italian Wine: Resilience, Markets, and Strategic Innovation in 2025”.
- The 2025 harvest promises abundance and quality. Coldiretti forecasts approximately 45 million hectoliters , 9.5% higher than 2024, with quality standards ranging from good to excellent. However, regional differences persist.
- Italian exports hold firm: 1.5% in value and 2.1% in volume In the first six months of 2025, exports to the 12 main global markets recorded sustained growth, exceeding the global average.
- USA: tariffs impact, but alternative markets are buoyant. After a 22% decline through March due to advance inventories, imports fell by 7% between April and June. Canada (11%), Germany (10%), and Brazil (9.2%) offset the decline.
- New global horizons for Italian producers Faced with uncertainty over tariffs, Chianti is expanding towards South America, Asia, Africa and the Middle East as “new strategic markets”.
- Wine tourism and digital sustainability: levers for recovery Wine tourism continues to strengthen as a strategic asset for 2025, while digital innovation and the adoption of technologies like AI represent fundamental levers for optimizing resources and enriching the experience.
Italian Wine: Resilience, Markets, and Strategic Innovation in 2025
- 2025 harvest growth: 9.5%, with good-excellent quality — but strong differences between regions.
- Exports remain stable: 1.5% in value and 2.1% in volume in the first six months, above the global average.
- USA under pressure from tariffs (15%): –7% from April to June. Canada (11%), Germany (10%) and Brazil (9%) strengthen.
- Chianti is expanding: they are targeting South America, Asia, Africa, and the Middle East as future growth hubs.
- Wine tourism is increasingly central, with technology and AI emerging as key elements for efficiency, sustainability, and experiential engagement.
In a complex context, experience—our primary asset—makes the difference: as a strategic partner, we help transform challenges into tangible opportunities, coordinating diverse skills towards concrete results.
“Italian Wine Today: Resilience Between Markets, Innovation, and Sustainability”.
- Campania on the Rise: Volcanic Terroir and Rediscovered Native Grape Varieties Campanian wines are benefiting from the resurgence of native grape varieties such as Fiano, Greco, and Aglianico, thanks to a fertile terroir and ambitious producers.
- US 15% tariffs on EU wine effective August: a complicated scenario for Italian exports. Effective August 1, 2025, the United States has imposed a 15% tariff on European wines and spirits. This represents a blow to a key market for Italian wine.
- Post-Pompeii: Ancient Viticulture Meets Modernity In Pompeii, a twenty-year collaboration began between the Archaeological Park and Tenute Capaldo to produce wines according to Roman techniques, combining historical heritage and contemporary taste.
- Wine tourism: a challenge won between experiences and strategic business. There are over 14.5 million food tourists in Italy: for 38%, a visit to a winery is essential, and 71% willingly participate in guided tastings.
- AI and Sustainability: Wine Tourism and Production Redefined Recent studies highlight how Artificial Intelligence is transforming viticulture and wine tourism through intelligent vineyard management, optimized irrigation, chatbots, and virtual tastings.
- #ResilientExport
- #InnovativeWineTourism
- #WineThatGuides
Strategic conclusion
Italian wine demonstrates remarkable resilience: regions like Campania are renewing their reputation with native grape varieties, while wine tourism remains a strategic lever with solid numbers. However, new US tariffs are forcing a rethink of export strategies. At the same time, the integration of technological innovations like AI and the valorization of cultural heritage represent concrete levers for maintaining international leadership. In this context, your decades of experience and strategic vision are vital decision-making resources: turn these challenges into competitive advantages.
“Italian Wine Today: Resilience, New Horizons, and Digital Sustainability”.
- Inventories and domestic consumption under pressure. Italian wineries still held 43.6 million hectoliters of stocks at the end of June: a complex reserve to clear. Domestic consumption continues to slow, primarily due to health concerns and stricter regulations.
- Exports to the USA: held up in the first half of the year despite a slowdown in June. The first half of 2025 saw Italian exports to the United States grow by 2.5% in value (€1.05 billion) and 7.5% in volume (188.9 million litres), although a slight decline was recorded in June.
- Positive long-term trends: exports and sparkling wines on the rise. Mediobanca reports a very slight growth of 1.7% in total revenues and 2% in exports for 2025; sparkling wines lead the sector with 4.4% of revenues and 6.1% of exports .
- Global consumption trends: luxury on the rise Entry-level wines and low-end sparkling wines show a –6% in sales, while wines over $40 show a remarkable 47%.
- Wine tourism and digital advancement: the future is experiential and smart. Italian wine tourism is booming with programs like “Cantine Aperte in Vendemmia” (Open Cellars for Harvest)—tours, tastings, workshops, and activities for families and young people. Furthermore, digital sustainability applied to viticulture, production, and tourism (chatbots, virtual tastings, smart irrigation) is rapidly expanding.
- #ResilientExport
- #PremiumWine
- #DigitalWineTourism
Strategic conclusion
Italian wine is navigating a challenging period: high inventories and declining domestic consumption require rapid strategic responses. However, exports remain resilient, especially to the US, while the premium segment offers room for growth. The recovery depends on leveraging niche markets, wine tourism experiences, and the intelligent adoption of technology. As a trusted partner , your strength lies in transforming these challenges into high-value, highly effective operations.
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.