IN BREVE
- Italy is one of the most dynamic markets for Bordeaux wines, with a significant increase in imports.
- Entry-level Red Bordeaux are driving growth, while white wines and Crémant are gaining interest, partly due to the difficulties facing Champagne.
- In 2024, Italy imported approximately 1.3 million bottles of Bordeaux, ranking among the top 30 importing markets in the world.
- Strategies such as uprooting vineyards in Bordeaux aim to improve production quality and increase prices in the long term.
- In an exclusive interview with Winemag, Vittorio Frescobaldi discusses the market strategies and policies of Crus et Domaines de France (GCF).
Italy continues to stand out as one of the most dynamic markets for Bordeaux wines. While demand is slowing in several European countries, our country is seeing a significant increase in imports. This is driven primarily by entry-level Red Bordeaux and growing curiosity toward whites and Crémant.
This context is also influenced by the profound transformations underway in the French region, including uprooting, corporate reorganizations, and new commercial strategies. These topics are the daily bread of Vittorio Frescobaldi, Export Manager of Crus et Domaines de France, the Bordeaux subsidiary of Les Grands Chais de France (GCF).
What trends have you been observing in the Italian Bordeaux market in recent months?
In recent months, we have been observing an interesting fact: Italy is proving to be one of the most dynamic European markets for Bordeaux wines. While a slowdown is being recorded across much of Europe, Bordeaux imports in Italy continue to grow, with an increase of over 100,000 bottles between 2023 and 2024.
Which segment is driving this growth the most?
The segment driving this growth is entry-level Red Bordeaux, which shows a very clear positive trend, while the high-end segment, that of the Grand Crus, remains stable with constant volumes of great value.
What are Italy’s overall import volumes today?
Overall, Italy today imports about 1.3 million bottles of Bordeaux, of which 650,000 belong to the entry-level Bordeaux category. With these numbers, our country ranks among the top 30 importing markets in the world. For reference, the United States remains in the lead with about 26 million bottles.
Is there also interest in categories other than reds?
Another emerging fact is the growing curiosity for white Bordeaux and Crémant, also driven by the Champagne crisis, which has shifted part of the demand toward alternatives with a better quality-to-price ratio.
Going into the details of the categories, what are the updated figures according to customs estimates?
According to customs estimates:
• Entry-level Red Bordeaux: 647,000 bottles imported into Italy in 2024 (up from 527,000 in 2022)
• White Bordeaux: 161,000 bottles (compared to 121,000 in 2022)
• Bordeaux Supérieur: 103,000 bottles
• Sauternes and Barsac: 53,000 bottles
• Saint-Émilion: 38,000 bottles
One figure in particular stands out: more Sauternes is drunk in Italy than Saint-Émilion. How do you interpret this?
It is indeed curious to note that more Sauternes is consumed in Italy than Saint-Émilion. This reflects the richness and variety of the Italian consumer’s palate, which is increasingly attentive and curious.
On the production front, Bordeaux is going through a complex phase. What are the main changes?
In recent months, about 18,000 hectares have been uprooted over a 2-year period (between 2023 and 2025), an intervention supported by French funds aimed at eliminating less suitable areas and raising the average quality of production.
The goal is to reduce quantity to drive the average price back up, although this effect has not yet manifested due to the large stock available on the market. However, it is a medium-term strategy that aims to consolidate Bordeaux at more sustainable values consistent with the historical quality of its wines.
How are traditionally strong markets reacting?
Traditionally strong markets like China and the United States are currently buying less Bordeaux, and it is precisely in this context that Italy emerges as an increasingly strategic market, capable of combining interest in big names with openness toward lesser-known denominations.
What is the position of Crus et Domaines de France within the Bordeaux landscape?
As for Crus et Domaines de France, the group owns 25 properties in Bordeaux, 4 of which are present on the Place de Bordeaux. In the first nine months of 2025, following several strategic agreements and acquisitions, our turnover reached 226 million euros, a sign of the solidity and adaptability of a broad portfolio consistent with global market developments.
What are the most recent and significant operations?
Among the strategic agreements and acquisitions are those concerning Vignerons de Buzet. This resulted in helping to save 150 companies that were on the verge of closing. Already export partners since last February, Grands Chais de France and Vignerons de Buzet formalized a commercial agreement to save the Lot-et-Garonne cooperative. GCF has thus taken over distribution and bottling. The Alsatian group Les Grands Chais de France has also acquired Maison Bouey.
BORDEAUX FOR EVERYONE: THREE LABELS ON SALE AT THE SUPERMARKET, IN ITALY
- CHÂTEAU FONFROIDE BORDEAUX ROUGE 2023
Where to buy it: Coop, Conad, and Iper La grande i supermarkets
Price: 7.96 euros
Château Fonfroide Bordeaux Rouge 2023 originates in the Entre-Deux-Mers area, on clay-limestone soils, from a blend of Merlot and Cabernet vinified using traditional methods. The wine presents a brilliant garnet color and a complex, spicy nose with notes of plum and pepper. In the mouth, it is balanced and soft, with hints of raspberry jam and licorice.
- CHÂTEAU TIMBERLAY BORDEAUX SUPÉRIEUR 2022
Where to buy it: Conad and Despar supermarkets
Price: 8.90 euros
Château Timberlay Bordeaux Supérieur 2022 comes from clay-limestone and sandy soils in the Bordeaux area. It is made from Merlot, Cabernet Sauvignon, and Cabernet Franc vinified separately in temperature-controlled concrete tanks, with 6-8 months of aging in barriques. It appears brilliant ruby, with a nose of red fruits—such as blackberry, blackcurrant, and strawberry—enriched by spicy and woody notes, pleasantly imparted by the oak aging. On the palate, it offers freshness, structure, and roundness, with delicate tannins and final hints of vanilla and cinnamon.
- CHÂTEAU ROBERT CHARTON BORDEAUX AOP 2024
Where to buy it: Rossetto supermarkets
Price: 5.95 euros
Robert Charton 2024 comes from clay-limestone soils and is made from Merlot and Cabernet Sauvignon harvested at full maturity, destemmed, and fermented for 10–14 days in temperature-controlled tanks. The wine is a brilliant ruby with brick-red reflections and an aromatic profile centered on red fruits. On the palate, it is structured, soft, and elegant.
Italy drives Bordeaux: interview with Vittorio Frescobaldi (Crus Et Domaines De France – GCF). https://crusetdomainesdefrance.com/equipe/.
