In the 12 main international markets, cumulative growth was +1.5% in value and +2.1% in volume
The updated snapshot of wine imports in the world’s main markets for the first half of 2025 highlights the absence of a single trend. This is what emerges from the Wine Monitor Report by Nomisma published today. In the first half of the year, in fact, the individual countries monitored in the Nomisma report show different dynamics, although overall the twelve main international markets recorded growth of +1.5% in value and +2.1% in volume.
THE DECLINE OF THE US MARKET
The United States remains the main reference market, but the end of stockpiling by importers in anticipation of the tariffs ordered by the Trump administration saw a decline in the second quarter. While import growth had marked a +22% compared to the same period of the previous year until March, the April-June cumulative figure instead recorded a reduction of -7%. This is a trend that also affected purchases of Italian wines. The variation for the first half appears positive (+2.5%) only thanks to the accumulation that took place in the first three months of the year.
“While waiting for the ruling of the US Court of Appeals on the legitimacy of the tariffs, following the lawsuit brought by some local companies including the Italian wine importer Victor Schwartz,” comments Denis Pantini, head of Nomisma Wine Monitor. “It is clear that our wineries are forced to monitor the dynamics underway at a global level to identify other markets capable of absorbing our production.”
OTHER MARKETS
Regarding other reference markets, Italian wines in Canada also “paid the price” for Trump’s tariffs. Conversely, in the first half of the year, imports from Italy grew by almost 11%, benefiting from the “on-shelf” replacement of US wines. “Made in USA” wines plummeted by over 65% as retaliation for Trump’s tariff measures.
A very positive performance for wines from the Bel Paese was also recorded in Germany (+10.3% in value), showing a clear recovery compared to last year. In contrast, the United Kingdom showed a decline in imports of Italian wines of -7% in value, as did Switzerland, South Korea, Norway, and China. These countries recorded a contraction in imports in response to the slowdown in domestic demand. On the positive side, however, were Japan and Brazil.
SPARKLING WINES SLOW DOWN
Regarding individual wine categories, from January to June 2025 the rise of Italian sparkling wines slowed down, with cumulative growth in the 12 markets equal to +1% in value and +6% in volume. Japan, the United States, and China are the three markets recording the most dynamic growth. A snapshot of the opposite sign, however, is that of the United Kingdom (-6.6% in value), France (-2.4%), and Australia (-4.4%).
On the front of Italian still and semi-sparkling wine purchases, Germany, after a negative 2024, achieved a good recovery (+14.2% in value). Canada, Australia, and Brazil also grew, showing positive performances compared to other markets such as the United Kingdom (-8.1%) and China (-10.5%).
“The risk of a contraction in the US market could have a significant impact on Italian wine exports, also in light of a trend in domestic consumption that has already been showing signs of a slowdown for a few years. Its decline could not be easily compensated, at least in the short term, by the growth of other markets. These markets often present slower development dynamics and lower absorption capacities,” Pantini underlines.
“This is precisely why it becomes fundamental for our companies to start looking more closely at new geographical areas for expansion,” concludes Denis Pantini. “Diversifying target markets as much as possible. However, it is necessary to be aware of the fact that the process of establishing a commercial foothold outside traditional markets requires medium-to-long periods, as well as targeted investments and long-term strategies.”
