{"id":100587,"date":"2025-07-27T11:00:00","date_gmt":"2025-07-27T09:00:00","guid":{"rendered":"https:\/\/www.winemag.it\/morando-montalbera-15-us-tariffs-hit-mass-market-wines-not-luxury\/"},"modified":"2026-05-21T09:21:37","modified_gmt":"2026-05-21T07:21:37","slug":"morando-montalbera-15-us-tariffs-hit-mass-market-wines-not-luxury","status":"publish","type":"post","link":"https:\/\/www.winemag.it\/en\/morando-montalbera-15-us-tariffs-hit-mass-market-wines-not-luxury\/","title":{"rendered":"Morando, Montalbera: &#8220;15% US tariffs hit mass-market wines, not luxury&#8221;"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">&#8220;A key segment of Italian wine is at risk,&#8221; according to the Piedmontese producer. There are also fears regarding a possible shift in consumer tastes, which could pivot toward Chile and Argentina, as well as the consequences of Trump&#8217;s <em>tariffs<\/em> on the entire supply chain. Among the solutions is market diversification: &#8220;But in America, we will always strive to do our best.&#8221;  <\/p>\n<\/blockquote>\n\r\n<div class=\"align wp-block-bssb-social-share\" id=\"bssbSocialShare-1\" data-attributes=\"{&quot;socials&quot;:[{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;facebook&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-facebook-f&quot;,&quot;color&quot;:&quot;#1877f2&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;linkedin&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-linkedin-in&quot;,&quot;color&quot;:&quot;#0a66c2&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;mobileMessenger&quot;,&quot;network&quot;:&quot;whatsapp&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-whatsapp&quot;,&quot;color&quot;:&quot;#25d366&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}}],&quot;align&quot;:&quot;&quot;,&quot;alignment&quot;:&quot;left&quot;,&quot;theme&quot;:&quot;default&quot;,&quot;background&quot;:{&quot;color&quot;:&quot;#0000&quot;},&quot;size&quot;:&quot;28px&quot;,&quot;gap&quot;:&quot;14px&quot;,&quot;padding&quot;:&quot;10px&quot;,&quot;margin&quot;:&quot;10px&quot;,&quot;border&quot;:{&quot;radius&quot;:&quot;50%&quot;},&quot;shadow&quot;:[],&quot;direction&quot;:&quot;row&quot;}\">\r\n\t<div class=\"bssbStyle\"><\/div>\r\n\r\n\t<ul class=\"bssbSocialShare\">\r\n\t\t\r\n\t\t\t<li class=\"icon icon-0\" data-social=\"facebook\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-1\" data-social=\"linkedin\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-2\" data-social=\"whatsapp\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t<\/ul>\r\n<\/div>\n<p class=\"wp-block-paragraph\">&#8220;The <strong>15% tariff<\/strong> rate hits the mass-market wine segment\u2014specifically those with an ex-cellar price <strong>between \u20ac3 and \u20ac6<\/strong> which, after shipping, duties, and distribution markups, retail in a price bracket not exceeding <strong>$13 a bottle<\/strong>.&#8221; These are the words of <strong>Franco Morando<\/strong>, general manager of <strong>Montalbera<\/strong>, a winery active between Monferrato and Langa. <\/p>\n\n<p class=\"wp-block-paragraph\">According to Morando, <strong>wines in the <em>luxury<\/em> bracket are less exposed to risk<\/strong>. &#8220;We will certainly lose a consumer segment, the most important one, because the multiplier effect will push these wines out of the segment. We hope there is still room for negotiation. <strong>A return to zero is almost impossible<\/strong>, but perhaps we can get down to 10%. It&#8217;s too early to say.&#8221;   <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-ed62724b\"><h5 class=\"uagb-heading-text\"><strong>SHIFTING CONSUMER TASTES AND SOUTH AMERICAN COMPETITION<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">In addition to tariffs, there is concern over a possible shift in US consumer tastes. &#8220;The aspect that worries me, perhaps more than the tariffs, is the <strong>shift in consumer tastes toward other wines<\/strong>, maybe Argentinian or Chilean, because it then becomes difficult to win them back.&#8221; This refers to the risk of a structural replacement of Italian wines with products from other countries that are more price-competitive in the absence of penalizing tariffs.  <\/p>\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-winemag-it-davide-bortone-wine-magazine-italiano-guida-vini-wine-news wp-block-embed-winemag-it-davide-bortone-wine-magazine-italiano-guida-vini-wine-news\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"d1ACrt4TSr\"><a href=\"https:\/\/www.winemag.it\/dazi-usa-edoardo-freddi-stangata-a-prosecco-barolo-e-brunello\/\">Dazi Usa, Edoardo Freddi: \u00abStangata a Prosecco, Barolo e Brunello\u00bb<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"\u201cDazi Usa, Edoardo Freddi: \u00abStangata a Prosecco, Barolo e Brunello\u00bb\u201d \u2014 Winemag.it - Davide Bortone: wine magazine italiano, guida vini, wine news\" src=\"https:\/\/www.winemag.it\/dazi-usa-edoardo-freddi-stangata-a-prosecco-barolo-e-brunello\/embed\/#?secret=OHsEQkyQIb#?secret=d1ACrt4TSr\" data-secret=\"d1ACrt4TSr\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-53d23e6f\"><h5 class=\"uagb-heading-text\"><strong>&#8220;NO TO TRADE WARS, DIALOGUE IS NEEDED&#8221;<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Morando also expresses a broader view on international trade policy: &#8220;I believe we should not start trade wars because, in the end, <strong>everyone along the supply chain will suffer<\/strong>, culminating with the final consumer being hit by a significant inflationary degree.&#8221;<\/p>\n\n<p class=\"wp-block-paragraph\">The path suggested by Montalbera&#8217;s general manager involves <strong>dialogue and the promotion of &#8216;Made in Italy&#8217;<\/strong>: &#8220;Talking and clarifying are the keywords; promoting &#8216;Made in Italy&#8217; and highlighting our unique and distinctive productions are the best weapons we can wield in the face of such severe trade policies.&#8221;<\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1f15a83a\"><h5 class=\"uagb-heading-text\"><strong>TOWARD EMERGING MARKETS, WITHOUT FORGETTING THE USA<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Faced with the uncertainty of the American market, Morando suggests a possible alternative strategy: &#8220;In any case, in my humble opinion, the alternative remains the <strong>diversification of the sales portfolio toward emerging markets<\/strong> and those with higher receptivity, such as the East in general.&#8221;<\/p>\n\n<p class=\"wp-block-paragraph\">But interest in the United States remains: &#8220;America,&#8221; the Piedmontese producer concludes, &#8220;will always be everyone&#8217;s dream and <strong>will always be a country where we will try to do our best<\/strong>, but unfortunately, right now it is a world going in reverse and we have to follow it.&#8221;<\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:0px\">Morando, Montalbera: &#8220;15% US tariffs hit mass-market wines.&#8221; <a href=\"https:\/\/www.montalbera.it\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.montalbera.it\/<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;A key segment of Italian wine is at risk,&#8221; according to the Piedmontese producer. There are also fears regarding a possible shift in consumer tastes, which could pivot toward Chile and Argentina, as well as the consequences of Trump&#8217;s tariffs on the entire supply chain. Among the solutions is market diversification: &#8220;But in America, we [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":100589,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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