With €8.136 billion of wine exported in 2024 (+5.5% vs. 2023) and 21.7 million hectolitres shipped abroad, Italy confirms its status as the world’s top exporter by volume and second only to France by value (Vinetur, 2025). This leadership is accompanied by a production rebound up to 48 million hectolitres in 2024 (+13%) after the 2023 collapse, and a domestic market still averaging 37.8 litres per capita per year and 8.5 million daily consumers.
On the sustainability front, Italy leads Europe with 133,000 hectares of organic vineyards (23% of total vineyard area, FiBL 2024), while wine tourism is now valued at nearly €3 billion with 15 million visitors. Yet, alongside these record figures, the sector must face a concrete threat: the new 15% U.S. tariffs implemented in August 2025, which put over €300 million of annual revenues at risk in the coming 12 months, and hit in particular Prosecco, Pinot Grigio, and Tuscan reds (Unione Italiana Vini / Gambero Rosso, 2025).
This is what emerges from the report “Italian Wine and International Markets: Competitiveness, Wine Tourism and New Adaptation Strategies” by Valerio Mancini, Director of the Research Center at Rome Business School.
“Never before has Italian wine experienced such a contradiction: on one hand historic figures, on the other the specter of U.S. tariffs that risk eroding hundreds of millions and undermining our primacy,” states the author.
The United States, the top market for Italian wines with nearly €2 billion of imports (+10.2% in 2024), in August imposed 15% tariffs on European wines and spirits. The estimated impact in terms of losses is dramatic—but the consequences go beyond higher retail prices for American consumers: Italian wineries must now rethink their logistics, margins, and commercial policies, with the risk that especially more accessible wines may become unsustainable in the U.S. market.
“Italian wine lives a paradox: stronger than ever in global markets, but also more vulnerable to external shocks. The tariffs force us to diversify and innovate,” emphasizes Mancini.
Many companies are already responding by focusing on Canada (+15.3% in 2024), Russia (+40%), Latin America, Asia, and e‑commerce—a channel globally expected to reach $6.7 billion in 2025 (Wine Intelligence, 2025). Operationally, wineries are working on cost reduction, logistical efficiency, lighter packaging, and more flexible contracts. The role of technology becomes ever more central: from automation to digital platforms, to AI and cloud systems for customer management and marketing (Vinetur, 2025).
With about 720,000 hectares of vineyard land—10% of the world’s total—Italy remains among the global leaders alongside Spain (930,000 ha) and France (773,000 ha) (International Organisation of Vine and Wine, 2025). This apparent stability, however, does not translate into production balance: after a dramatic 2023 with 43 million hectolitres (–12% vs. 2022), production bounced back in 2024 to 48 million hectolitres (+13%), aligning with the decade average (ISTAT, 2025).
Climate is threatening production: earlier harvests, compressed yields, and water stress are reshaping wine geography, putting pressure on traditional regions and encouraging moves toward resistant varieties and regenerative viticulture practices.
Organic viticulture is significant and growing: Italy is a global leader with 133,000 hectares certified, representing 23% of vineyard land, with peaks of 40% in Tuscany and 36% in Sicily (FiBL, 2024).
On the domestic side, the data confirm an Italy that drinks less but better. In 2024 roughly 55.1% of Italians over age 11 reported consuming wine, but most are occasional consumers: only 8.5 million people (29%) drink wine every day. Apparent consumption remains around 22 million hectolitres, with a per capita average of 37.8 litres per year, but preferences are shifting: whites, rosés, and sparkling wines gain ground, while structured reds lose appeal—especially among younger demographics attracted to fresher styles, moderate alcohol, and greater transparency in production.
An emerging countertrend is the no/low‑alcohol segment: still marginal at 0.7% of volumes but rapidly growing, with projections of +20% cumulative growth by 2029 (IWSR, 2025). In mass retail, volumes decline but value holds thanks to premiumization; in out‑of‑home consumption, sparkling and key appellations continue to lead, reinforcing wine as a social experience more than a daily habit.
“The Italian consumer does not abandon wine—they reposition it: less quantity, more quality, more symbolic value,” notes Mancini
Italian wine export grows not only in quantity, but especially in value and recognition. In 2024, DOP wines accounted for 68% of export value, and sparkling wines for 29%, confirming the leading role of Prosecco DOC, which alone accounts for roughly a quarter of national DOP production. Prosecco saw a +17% increase in the U.S. in 2024 and +10.2% growth in bottlings in early 2025.
The sector’s resilience also shows in the high-end: the “Italy 100” index, measuring the performance of leading Italian fine-wine brands, was the only one to remain positive (+0.6%) in early 2025 amid a global correction in fine wines. This signals the appeal of Italian icons, from Supertuscans to major Piedmont reds. Strengthening the national brand is also aided by awards: in 2025, Italy earned 138 medals at the Decanter World Wine Awards, including 6 Best in Show, cementing its reputation in the premium segment.
Wine tourism has become one of the most dynamic assets in the sector. In 2024 it generated nearly €3 billion in spending and attracted over 15 million visitors, up 11% from 2023 (ISMEA, 2024). The wine tourist also exhibits higher spending: 35% more than the average tourist, with interests spanning guided tastings, gourmet meals, bottle and local product purchases, and cultural visits. Historic districts like Chianti, the Langhe, and Prosecco remain central, but new destinations such as Badesi in Sardinia (+18% visitors in 2024) are emerging—evidence that Italy can broaden its offering beyond traditional circuits. Digital innovation is reinforcing winery appeal, building a direct bridge between physical experiences and global reputation.
“The future of Italian wine lies in the ability to innovate while preserving identity, to solidify historic markets while opening to emerging ones, and to face global challenges by focusing on sustainability and digitalization,” concludes Mancini.