Here it is: this morning’s report (September 23, 2025) with the latest updates useful for operations, positioning, and strategy in the world of wine & cellars.
Recent news
- Italian exports in the first six months of 2025 remained essentially stable in value (-0.47%) compared to 2024, but recorded a decline in volume (-3.1%). Veneto continues to lead the way, with a 1.5% share in value and ~37.1% of total exports.
- The 2025 Italian harvest is estimated at ~ 47.4 million hectoliters , 8% vs 2024. Production is growing especially in the South (Puglia 17-19%, Sicily 20%), while Tuscany expects a decrease compared to 2024 for certain varieties, although with an improvement in the organic share.
- Grape prices: Strong demand for generic whites, especially in Puglia; prices have recently risen, but could stabilize by the end of September.
- Exports to the USA: In July 2025, the value of Italian wine exports to the USA will be ‐1.1% lower than in July 2024; volumes will increase slightly, but the average price/liter will decrease (≈ ‐13.9%) due to the new tariffs that came into effect.
- Winemakers report a global market suffering from saturation: production growth risks supply exceeding demand; US tariff policies and changes in consumption (health trends, “no/low alcohol”) add to uncertainty.
Prices & Harvest (mini box)
| Region / Variety | Current price / signal | Trend vs. past | Notes on yield / quality / weather |
|---|---|---|---|
| Puglia, generic white grapes | Rising prices, especially for grapes intended for generic wines or rectified/concentrated musts. | Up compared to the same period in 2024; but signs that they could level off by the end of September. | Favorable climate; few phytosanitary issues in the South; high demands from growers/bottlers. |
| Tuscany, red varieties (e.g. Sangiovese) | Less dynamic prices, potential premiums for quality/organic products; but expected total yield is down vs. 2024. | Reduced production compared to 2024; quality expected to be good-excellent in areas with traditional/organic management. | Estimated production of ~2.4 million hl vs. ~2.7 in 2024; strategic choice in some areas to lower yields to preserve quality. |
| Italy in general | Estimated production 47.4 million hl (8% vs 2024); generally good quality. | Production significantly higher than 2024, returning to the five-year average after difficult years. | Some areas in the North are experiencing problems with humidity and mold; conditions in the South are more stable; harvests have begun for white grapes, with red grapes on the way. |
Strategic themes & risks in focus
- Exposure to new US tariffs: not only a direct impact on prices, but also the risk that the “stockpiling” effect (advance purchases) will distort real demand.
- Overcapacity and competition in the generic/bulk segment: differentiation in value (cru, organic, storytelling) is needed to avoid competing solely on price.
- The “no/low alcohol” trend and changes in consumption: opportunities for innovation in products, packaging, and commercial positioning.
- Rising production costs (energy, logistics, and plant protection); significant agronomic/technological choices to reduce weather risks, disease, and poor yields.
Content ideas for professional (business-oriented) posts
- Title : “Quality vs. Quantity: How Italian wineries are modulating yields to increase value” Angle : focusing on cases in Tuscany or Piedmont where they have chosen to reduce volume to maintain quality, understanding the impact on costs, sales prices and product image.
- Title : “Exporting Without Surprising: Italian Strategies After US Tariffs” Focus : Analyze how companies are adjusting prices, packaging, and alternative markets (Canada, Asia, and emerging markets) to offset the negative effects of tariffs; the role of institutional promotion and trade agreements.
- Title : “The Return of Generic Wine: Risk or Opportunity for Artisan and Medium-Sized Wineries?” Focus : Exploring how demand for “entry-level” or generic wines is driving up the prices of generic grapes; which companies can leverage this segment; and how to differentiate (brand, label, packaging) to avoid being caught in competition based solely on costs.