The 2025 harvest promises to be one of the best in decades: an estimated 47.4 million hectoliters, 8% more than 2024.
Healthy grapes, excellent quality and peaks of excellence in many areas confirm Italy’s primacy in world production, ahead of France (37.4 million hl) and Spain (36.8 million hl).
The picture emerges from the joint survey by Assoenologi, Uiv, Ismea and Masaf , which returns a positive profile from a production point of view, but with important issues to be resolved on the consumption and market fronts.
A quality harvest, but a struggling market
Experts like Attilio Scienza emphasize the positive impact of the climate: the summer heat followed by August rains ensured optimal phenolic and aromatic ripening in almost all regions. Excellent signs were seen in Franciacorta, Oltrepò, Valpolicella, Prosecco, Friuli, and Marche; Tuscany saw a decline due to a deliberate decision to reduce yields.
But if production is smiling, high inventories, US duties, a wiped out Russian market, a drop in youth consumption and WHO campaigns are worrying.
Wine prices and value
“It’s absurd that a bottle of water costs €2.40 and a Chianti €3.60,” observes Riccardo Cotarella (Assoenologi) , calling for the urgent need to give greater value to the product . Lamberto Frescobaldi (UIV) also reiterates the need to reduce the quantities released on the market to preserve the value of Italian wine.
International markets: USA in crisis, Canada and Mexico on the rise
The US market is suffering severely: declining consumption, 15% tariffs, and new regulatory uncertainties. In response, Vinitaly is strengthening its presence with the wine2wine Business Forum (Chicago, October 5-6) and opening new routes to Canada, Mexico, and Central Asia . Opportunities are emerging from the Kazakhstan Roadshow , with over 475 operators involved and great interest in Italian wines.
Young people, sports and alcohol consumption
Surprising data comes from a study by the Liguria Local Health Authority (ASL3): young athletes consume 20-30% more alcohol than their sedentary peers. This phenomenon worsens with age, also linked to the presence of alcohol lobbyists in sports , and raises alarm about the future of responsible drinking.
Training and new wine professions
On the job market front, the Sant’Anna School of Advanced Studies in Pisa is launching the 11th edition of the Master’s Degree in Italian Wines and World Markets , a program of excellence that opens doors to roles in marketing, communications, export, and wine tourism. Approximately 70% of graduates find employment upon completion of their internship.
Final summary
In September 2025, Italian wine is experiencing a paradox: record-breaking quantity and quality, and struggling markets and consumption . The challenge will be to promote the product , contain yields, innovate communication for new generations, and find alternative international outlets . Italy remains the world leader, but the future will depend on the sector’s ability to transform this extraordinary harvest into a lasting competitive advantage.