Nobile di Montepulciano: +4.8% on the US market, bucking the trend for Italian wine

Vino Nobile di Montepulciano confirms its status as one of the most appreciated Italian excellences in the United States. According to the latest findings from the Unione Italiana Vini (UIV) Observatory, presented on October 21 in Montepulciano, the Tuscan red shows figures in clear contrast to the general trend of Italian wine overseas. In the January-August 2025 period, sales grew by +4.8% in volume and +4.2% in value. In contrast, the overall Italian wine sector recorded a decline of -6.2% in volume and -5% in value.

The President of the Consortium, Andrea Rossi, emphasizes: “These numbers confirm the strength, quality, and innovation capacity of Vino Nobile di Montepulciano, which is able to win over both younger segments and those with higher spending power in one of the most competitive markets in the world.” He adds: “We remain convinced that the path of promotion and enhancement, including through new market strategies, is the right way to face global challenges and ensure structural growth for the sector.”

The UIV Observatory data, processed on a Sipsource basis, show a particularly positive trend in the off-premise channel (home consumption), with an increase of +15.9% in volume and +16.8% in value. The on-premise channel (out-of-home consumption) instead recorded a slight decline, but with growth in the medium-high price brackets (€30-49.99 and €50+).

According to the president of Unione Italiana Vini, Lamberto Frescobaldi, “Over the years, Nobile di Montepulciano has made great strides in communication and market positioning. Even the results in the United States, despite the difficulties and increasingly dense competition, are positive. It is proof that even today it is possible to work well with red wines in suited areas.”

The report highlights an interesting evolution in the consumer profile: the 21-39 age group represents 44% of the volume, a 12% increase compared to 2024. The weight of households with incomes between $75,000 and $124,999 is also growing, now accounting for 57% of the volume (+4.5%). On the distribution front, Vino Nobile di Montepulciano is strengthening its presence in the Grocery and Liquor sectors. It is thus consolidating its position in US large-scale retail and specialized stores. The Dining channel (restaurants) remains strategic, despite showing a slight contraction. The Consortium’s investments in promotion and positioning in the American market, which today represents 35% of total exports, have thus been rewarded.

The United States confirms its role as the second largest international market for Vino Nobile di Montepulciano, with a 35% export share in 2025, up from 2023. Promotional activities, including through CMO programs, have strengthened the presence of Tuscan wine overseas, despite uncertainty related to tariffs. In 2024, exports represented 65.5% of the total, while 34.5% of sales were made in Italy. The domestic market is driven by Central Italy (62%), with Tuscany at 42%, followed by the North (33%) and the South (5.3%). Direct sales at the winery now exceed 35%, a sign of an increasingly close bond between producers and consumers.

At a global level, exports are divided equally between Europe and non-EU countries: 35% goes to the Americas (North and South) and 29.2% to Europe. The weight of organic Vino Nobile di Montepulciano is significant, covering 44.7% of sales on the Italian market and over 50% of international sales.