The Italian wine sector is experiencing a period of reflection and transformation, not crisis.
The central message emerging from this week’s events and data is clear: the future of Italian wine depends on the ability to work together and communicate better.
During the 2025 Fisar National Congress , hosted at the Library of the Chamber of Deputies, the sector’s most authoritative voices—from Riccardo Cotarella to Michele Zanardo and Roberto Donadini —reiterated that Italy remains the world’s largest producer and the most diverse winemaking industry, but that more unified and strategic communication is needed to strengthen its international positioning. The new US tariffs and a temporary slowdown in exports—also due to the “stock effect” of American importers—do not constitute a structural risk, but rather a phase of market rebalancing.
The value of the wine system remains robust: according to ISMEA data, the European market now represents approximately 40% of total exports, while the Food Industry Monitor Observatory confirms an improvement in revenues (2.5%) and profitability (ROS 5.9%, ROIC 5.3%) for 2024, with widespread financial solidity and low average debt (1.04). The sector is moving towards a structural transformation : distribution and market management now weigh more heavily than agricultural production alone.
At the same time, the 2026 guide “The Best 100 Wines and Winemakers of Italy,” authored by Luciano Ferraro and James Suckling , highlighted the generational shift underway: young producers like Chiara Pepe and Orlando Rocca stand alongside historic masters, embodying a “best of youth” of Italian wine that combines roots, innovation, and sustainability. At the top of the quality rankings are Bruno Giacosa’s Barbaresco Asili Riserva 2021 , Valdicava ‘s Brunello di Montalcino Madonna del Piano Riserva 2019 , and GB Burlotto’s Barolo Monvigliero 2021 , all awarded 100/100.
On the international front, there is growing attention to the phenomenon of re-export , which annually moves 14 million hectoliters of wine and over €4.5 billion. Hubs such as Singapore, Hong Kong, the Netherlands, and the United Kingdom are proving to be strategic hubs of global trade. As Laura Mayr (UIV) emphasizes, re-export represents a lever for efficiency but also a challenge for transparency and value for Italian wine.
Nationally, events like GiovinBacco – Sangiovese in festa in Ravenna confirm the vitality of the local production system. Small producers, with little exposure to exports, report stable sales and domestic demand driven by quality and local tradition. However, declining restaurant consumption and growing competition from low-alcohol or “alternative” beverages (such as ready-to-drink cocktails and cannabis-infused drinks) highlight the need to rethink communication and relationships with younger consumers .
Economically, Italy stands out for its price dynamics, among the most moderate in Europe: 7.4% in ten years , according to the American Association of Wine Economists , compared to record increases such as 92% in Croatia or 1,581% in Turkey. This is a sign of equilibrium, testifying to a competitive sector capable of containing the effects of inflation.
In short, Vigneto Italia enters a new era of consolidation, innovation, and collective responsibility. The future lies in a more cohesive supply chain, a shared narrative, and a greater ability to transform wine from an agricultural product into a cultural and industrial symbol of the country . As Riccardo Cotarella reminds us: “Italian wine has been reborn many times. It will be able to do so again, if we can tell its story together.”
Italian wine is going through a complex phase, but not without signs of resilience.
The trend of Italian wines in the world.
ISTAT data show an overall decline in exports in the first seven months of 2025: -0.9% in value and -3.4% in volume, equal to €4.63 billion and 1.23 billion liters. The main contributing factor is the slowdown in the US market, the main outlet for Italian producers, penalized by the new 15% tariffs introduced in August. In the US, Italian wine exports lost 28% in value in the summer two-month period, despite producers’ efforts to lower average prices by 17%.
Despite the challenges, Prosecco PDO continues to drive the sector: 10.2% in value in the first seven months of 2025, with exports worth over €1 billion, accounting for 77.7% of Italian sparkling wine sales. France also performed well, with imports of Italian sparkling wines growing by 7.3%, while the United Kingdom remained a stable market.
The global wine landscape remains tense: overall exports are declining, grape prices are falling by up to 50% in some regions like Umbria and Tuscany, and Italian wineries are struggling with excess inventories. Profitability challenges and the decline in domestic consumption—currently just over 30 liters per capita annually—are forcing the sector to rethink its economic models.
At the same time, the importance of wine tourism and innovation strategies is growing: new forms of sustainable packaging, “no- and low-alcohol” wines, and private labels are becoming tools to attract a more informed and selective consumer. However, Europe is still slow to transform wineries into true tourist destinations: only 49% of European companies have offered wine tourism activities for more than ten years, compared to 60% in the rest of the world.
The restaurant sector, after the post-pandemic euphoria, is seeing a decline in volumes but maintaining revenues thanks to the increase in average prices (10%). White wines and sparkling wines are holding up better than reds, while awareness is growing of the need to offer accessible quality and make wine “cool” for younger generations as well.
Despite the shadows, Italian wine remains a pillar of the national identity and economy: first in import share to the United States (38%) and a cultural symbol at the NIAF 50th anniversary celebrations in Washington DC. The difficulties of 2025 do not erase the excellence of the wine system, but they do require an evolution: greater efficiency, sustainability and innovation to remain competitive in an increasingly selective global market.