The 30% tariffs announced by Trump starting August 1st put pressure on Italian wine exports. According to the exporter (2024 revenue exceeding 112 million euros), the Veneto-Friuli denomination is the most exposed. Followed by Pinot Grigio, Chianti, Brunello and Barolo. Here’s the Top 10 wines at risk. The appeal: “Adaptation strategies are necessary.”
“With the possible tightening of American tariffs on European products, a new chapter opens for Italian wine in the United States. No alarmism, but it’s reasonable to hypothesize scenarios in which some denominations—due to positioning, volumes or strategic presence in the US market—could be more exposed than others.” So says Edoardo Freddi, exporter and founder of Edoardo Freddi International, commenting on the prospect of 30% tariffs announced by Donald Trump starting August 1st.
NOT JUST PROSECCO: WITH TRUMP’S TARIFFS, REDS ALSO AT RISK, FROM CHIANTI TO BAROLO
According to data collected by the “Edoardo Freddi International Observatory“, which monitors the opinions of producers, importers, distributors and wine lovers in Italy and around the world, the Italian wines most at risk in the United States would be the most exported and recognizable ones.
“According to our estimates—Edoardo Freddi specifies—among the wines potentially most at risk we find some of the flagship excellences of our exports. In first place as risk coefficient we find Prosecco (according to 46% of opinions), followed by Pinot Grigio (40%). Third is Chianti (36% of opinions), almost tied with Chianti Classico (35%). Fifth we find Brunello di Montalcino (31%), then Barolo (28%) and Barbaresco (26%). Eighth place for Amarone (22%). Ninth, according to 19% of respondents, Montepulciano d’Abruzzo. Closing in tenth is Nero d’Avola, according to 16% of opinions.”
A BACKBONE OF ITALIAN EXPORTS TO THE USA
“These are wines—Edoardo Freddi continues—that, due to commercial success, recognition and exported volumes, represent an important backbone of Italian wine in the USA. A change in customs costs could affect price dynamics and competitiveness on the shelf.” The fear is that tariffs will make Italian wines less competitive compared to those from other countries not subject to additional duties. Thus altering market dynamics.
FREDDI: “STRATEGIC REFLECTION IS NEEDED”
Alongside the immediate risk, Freddi highlights the need for the entire Italian wine sector to respond with a forward-looking strategy. “At the same time, this phase invites the entire sector to reflect on new strategies: market diversification, strengthening perceived value, investments in branding and storytelling to consolidate the bond with American consumers. Italian wine, already accustomed to navigating complex global scenarios, has the tools to face this challenge as well. But staying vigilant is essential.”
THE ROLE OF EDOARDO FREDDI INTERNATIONAL
Edoardo Freddi International is the first Italian export management company in the wine sector. A true “business accelerator” for wineries that intend to play a leading role in international markets. Headquartered in Castiglione delle Stiviere (MN), where it was founded in 2012 by Edoardo Freddi, the company identifies real opportunities, supports wine producers in studying and defining commercial models and in identifying the right partners in foreign markets.
Its mission is to connect producers with the best foreign importers and distributors to create an international network capable of developing and increasing business related to the wine world. It represents the most important Italian wineries (currently 62), acting as a true “ambassador” of the best of the wine world from the Bel Paese. Managed revenue for 2024 exceeded 112 million euros (+8.2% compared to 2023), with over 30 million bottles sold mainly in the US, Germany, Switzerland, Denmark, Singapore, Japan and Vietnam markets.
US Tariffs, Edoardo Freddi: “Blow to Prosecco, Barolo and Brunello”. https://www.edoardofreddi.com/.
