Italian wine: export, market evolution, and new perspectives

Italian wine: excellence and global challenges. This was the theme of the XIV Meeting with the Territory of the Leonardo Committee, organized in collaboration with Herita Marzotto Wine Estates on November 12 at Ca’ del Bosco, in the heart of Franciacorta.

“The wine sector represents one of the crown jewels of Made in Italy, with over 30,000 processing companies and 74,000 employees – emphasized Leonardo Committee President Sergio Dompé –. A turnover exceeding 16 billion euros, of which more than 8 billion comes from exports. In a context marked by climate change, globalization, and technological evolution, it is essential that Italian excellence continues to invest in research and artificial intelligence applied to agriculture. Only in this way can we face future challenges and consolidate our country’s leadership. Italy as the world’s leading wine exporter by volume and second by value, with exports reaching 8.1 billion euros in 2024.”

Italian wine is facing a phase of structural change affecting production, exports, and domestic consumption. The data presented by Denis Pantini (Nomisma Wine Monitor) outline a sector central to the national economy, called upon to contend with an increasingly competitive global context, influenced by macroeconomic, geopolitical, and climate dynamics.

The sector comprises 30,000 processing companies, of which 1,800 are industrial, employing over 74,000 workers, 16% of the national food sector workforce. With a turnover of 16 billion euros, it accounts for 9% of the entire Italian Food & Beverage industry. Exports reach 8.1 billion euros, with a 14% share of total F&B

Italy confirms itself as the most diversified country in the world in terms of grape varieties: the top ten account for 38%, compared to 80% in Australia, 75% in Spain, and 71% in France. The denomination system remains fragmented, with 409 PDOs and 118 PGIs. The top 100 companies account for 56% of exports and 55% of total turnover.

The wine trade balance reaches 7,556 million euros, significantly exceeding the 3,112 million of the agri-food sector as a whole. 61% of “vineyard Italy” occupies hilly and mountainous areas for a total of 383,000 hectares (approximately 8.5% of the area devoted to agricultural production) with a value per hectare of 5,500 euros, second only to fruit.

Exports have grown steadily from 2014 (5.11 billion euros) to 2024 (8.11 billion). Italy is first in the world for exported volumes and second by value, behind France. The markets in which Italian wine holds a leadership position have grown from 9 to 46 in twenty years, and its share of global exports has risen from 17% to 22%. In the same period, France has gone from 41 to 51 markets where it leads, moving from 38% to 33% of global value.

The average export price of bottled still wines has increased by 41% between 2014 and 2024. However, a significant price gap with France remains: 7.81 euros per liter (+68%) compared to Italy’s 4.43 euros. A difference that reflects a different competitive positioning.

Global trade reached its post-pandemic peak in 2022 (39.21 billion euros), then fell to 35.97 billion in 2024. The first eight months of 2025 show different trends across markets. The United States recorded +3.9% in value, the United Kingdom -4.9%. Germany also performed well with +4.8% in value, while Australia (-4.9%), Canada (-5.3%), and South Korea (-10.7%) declined. Between January and July 2025, compared to the same period in 2024, total Italian exports decreased by 0.9% in value and 2.3% in volume. Sparkling wines grew by 1.7% in volume, while still wines fell by 1.4% in value and 2.7% in volume.

From 2010 to 2024, still reds fell from 43.9% to 37.3% of total consumption. Whites remained stable (from 40.4% to 39.6%) while sparkling wines rose from 8.3% to 15.2%. In large-scale retail, sparkling wine sales are growing and red wine sales are declining, with whites stable. Wine consumption in Italy is changing. Over the past fifteen years, the share of Italians who consume wine regularly (frequent users) has dropped from 55% to 40%. The decline affects every age group, with a sharper drop among 45-59 year-olds (from 54% to 37%). Those over 60 remain the most loyal category, but even here the figure drops from 70% to 54%.

Among regular consumers, frequent users maintain their preference for still red wine, which represents 32% of the total. Still white follows at 26%. Sparkling wines reach 17%. Still rosés stop at 5%. The decrease in frequent users directly impacts the performance of red wine, historically central to the Italian market.

Il mercato del vino tra consumi, boom bollicine e sfida generazionale

The decline in frequent users calls for a rethinking of the offering. Companies are called upon to invest in quality and communicate their products more effectively. Diversification becomes central, with fresh, light wines and alternative formats. Sustainability and health emerge as strategic drivers. The sector must also strengthen wine education among young people, with experiential pathways and targeted narratives.

Prospects for the next three years indicate strong growth in sustainable wines, a topic of interest to 85% of consumers in Italy and 72% in the USA. This is followed by interest in light and healthy wines (65% Italy, 64% USA). In Italy, sensitivity toward quality balance is increasing, particularly among Millennials (41%), along with the desire to discover new production regions and greater attention to health.

“Wine is not only a product, but also a cultural and identity heritage, capable of preserving the environment as well as employment – said Minister Francesco Lollobrigida at the close of proceedings –. Italy has fought in international forums to distinguish excessive alcohol consumption from conscious wine consumption.”

“In December we will know if Italian Cuisine will become UNESCO heritage, and of course wine is a family jewel within this framework – emphasizes the Minister of Agriculture, Food Sovereignty and Forestry –. On the tariff front, it will only be possible to assess the real effects afterward. As a Government, we are committed to consolidating the markets where we are already present and opening new ones.”