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Italian wine exports have fallen sharply in the first quarter of 2025. According to data from the Osservatorio dell’Unione Italiana Vini (Industry Association UIV), exports to countries outside the EU have decreased by about nine percent, while the value has nearly stagnated (-0.1%). Without the positive effect of the temporary increase in exports to the USA at the beginning of the year (+4%), the decline would have been as much as minus 17 percent, according to the business association.
A grim picture is also evident in the key markets of Germany and the UK. According to Nielsen data, the UIV recorded volume declines of an average of eight percent for the first quarter. Germany imported 11.8 percent less wine, followed by the UK with minus 6.4 percent.
Almost all well-known Italian origin wines are affected: Pinot Grigio delle Venezie, Chianti, Lambrusco, the Piedmontese red wines, and white Sicilians – only Prosecco imports remain stable.
This development reflects an escalating trend: Consumers worldwide are reaching for wine less frequently, even though export figures temporarily suggested otherwise. Lamberto Frescobaldi, president of the UIV, summarizes: "Consumption figures tell a different, much more concerning story. The pre-emptive effects before potential tariffs have deceived the markets – in reality, end consumption is declining or stagnating. It is crucial to distinguish between exports and real consumption to avoid making wrong decisions along the value chain."
Indeed, a trend reversal became apparent in March: Exports to the USA fell by minus 3.5 percent for the first time, indicating a waning of the "stockpiling effect" ahead of feared tariff increases. The situation in the upper price segment is causing great concern. Paolo Castelletti, Secretary General of the UIV, notes: "The super-premium category (wines over 15 euros per liter from the winery) accounts for only two percent of the volume and eight percent of the value of our export business in the USA. Those hoping for irreplaceability through premium positioning risk falling short. The strength of Italian wine lies in its balanced price-performance ratio."
The situation domestically is hardly better: In the Italian retail sector, sales volumes fell by four percent in the first quarter. According to forecasts, even stronger losses are expected in the hospitality sector.
(ru / Winenews)
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