IN BREVE
- In 2025, the wine market in Italian large-scale retail recorded a drop of 20 million liters compared to 2024, leading to a 3.4% decline in volume.
- Only sparkling wines are growing, with an increase of 1.5% in volume and 1.2% in value; all other categories, such as bottled wines, are in decline.
- Among the most purchased wines, Prosecco leads sales, followed by Lambrusco (declining) and Trebbiano (stable).
- For 2026, Vinitaly will present a comprehensive study on the state of the wine market in Italian large-scale retail, highlighting current challenges.
- The deputy general manager of Veronafiere emphasizes the importance of promoting wine culture to increase sales.
Among the best-selling wines in supermarkets in 2025, first place goes to Prosecco from Veneto and Friuli Venezia Giulia, with over 53 million liters sold and a growth of 2.6% compared to the previous year. In second place is Lambrusco, produced between Emilia-Romagna and Lombardy, with over 28 million liters, but down by 7.2%. Third is Trebbiano, with over 23 million liters sold and a substantially stable trend of +0.3%.
Outside the podium, but showing positive signs, are Vermentino from Sardinia, Tuscany, and Liguria, which exceeds 12.3 million liters and grows by 2.5%, Ribolla from Friuli Venezia Giulia with over 9 million liters and +4.2%, Primitivo from Puglia with 8.34 million liters and +3%, and Metodo Classico, which exceeds 8 million liters with an increase of 6.3%.
STILL WHITES PREFERRED BY ITALIAN CONSUMERS
The previews of the Circana study conducted for Vinitaly indicate a decline of 3.4% in volume and 1.1% in value. Only sparkling wines are growing. The full research will be presented at Vinitaly on Monday, April 13, 2026, during the round table “Wine in Large-Scale Retail: market dynamics and emerging critical issues,” organized by Veronafiere.
The Circana previews show a clear preference for still wines over sparkling ones and for whites over reds. The most purchased wine overall remains still red, with over 261 million liters sold. In the sparkling segment, however, sparkling white dominates with over 98 million liters, far ahead of sparkling rosé at nearly 7 million liters, and sparkling red at 2.5 million. Fortified wines remain marginal, continuing to record the weakest performances.
WINE SALES DROP IN ITALIAN LARGE-SCALE RETAIL
In 2025, 737 million liters of wine and sparkling wine were sold in Italian supermarkets. This figure marks a drop of 20 million liters compared to 2024 and confirms a new slowdown for the sector in the supermarket and discount channels. After the slight recovery recorded in 2024, the wine market in Italian large-scale retail is worsening again.
Sales are falling in both volume and overall value. The only exception is sparkling wines, which continue to move against the trend, albeit at a slower pace than the previous year: +1.5% in volume and +1.2% in value. Bottled wines with designation of origin are also in decline, losing 2.6% after the positive signal in 2024.
Virgilio Romano, Business Insight Director at Circana, stated: “While 2024 saw an improvement in the data (though still characterized by a negative sign) for wine sales in large-scale retail, this year the market has moved backward, and a decrease is recorded across all fronts.”
Romano added: “It must be said that this is a trend affecting all countries where alcohol is consumed, which are paying the price of greater attention to alcohol consumption. And Italy pays for it with wine because it is historically a major producer and consumer of wine. One of the questions we must ask ourselves is whether it is necessary to act from a production standpoint, given that the declines are slightly faster than annual production changes.”
GRECANICO, NEBBIOLO, AND PINOT NOIR AMONG THE MOST DYNAMIC WINES
In terms of volume growth, the best-performing wines of 2025 are Sicilian Grecanico, up by 13.7%, Nebbiolo from Piedmont and Lombardy at +9.7%, Pinot Noir at +7.8%, and Metodo Classico at +6.7%.
The same names also emerge in terms of value. Grecanico is still in the lead with +9.4%, followed by Nebbiolo with +9.1% and Pinot Noir. Lagrein appears immediately after, marking an increase of 6%.
PRICES RISING FOR DESIGNATION WINES
These are nonetheless more modest growths compared to previous years, a sign of a market that is slowing down even in the most dynamic segments. The average price of bottled wine with a designation of origin (DOC, DOCG, and IGT) stands at 5.69 euros per liter.
The average increase is 2.1% over 2024, in line with the increase recorded last year. The figure indicates a substantial holding of prices, which is not enough, however, to compensate for the drop in volumes and to support the growth of overall value in the retail channel.
VINITALY 2026: THE VERONAFIERE ROUND TABLE ON APRIL 13
The full Circana research will be presented at Vinitaly, scheduled in Verona from April 12 to 15, 2026, during the 22nd round table on wine and large-scale retail titled “Wine in Large-Scale Retail: market dynamics and emerging critical issues.” The meeting will be held on Monday, April 13, from 10:30 AM to 12:30 PM, in the Puccini Room of the Arena Congress Center.
Announced participants include, in addition to Virgilio Romano, Alberto Arcidiacono from Crai, Lorenzo Cafissi from NewPrinces Group, Valeria Gasparre from Illva Saronno and Duca di Salaparuta representing Federvini, Alessandra Manzato from Conad, Laura Mayr from Ruggeri and Unione Italiana Vini, Eleanna Pizzinelli from Coop Italia, and Marco Usai from MD Discount.
Gianni Bruno, deputy general manager of Veronafiere, emphasized: “To increase knowledge and, consequently, wine sales, there is only one way: promoting its culture, storytelling, and conscious drinking across all commercial channels.” Bruno added: “For this reason, every year we dedicate a privileged space for discussion to the analysis of the wine market in Italian Large-Scale Retail, which remains a key feature in the Vinitaly program, with the invaluable support of the Circana Research Institute, our long-standing partner.”
