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From Prosecco to premium reds, Italy strengthens its global leadership while targeting new markets and higher-value segments
At Vinitaly, Italy once again confirms its status as the undisputed global leader in wine production and exports. With a commanding 22% share of the global market, the country stands firmly ahead of competitors such as France and Spain, reinforcing its reputation as a powerhouse of both tradition and innovation in the wine industry.
In 2025, Italy’s wine production reached 47.3 million hectolitres, supported by the strength of its denomination system—one of the defining features of Italian viticulture. Protected designations of origin continue to serve as a key competitive advantage, ensuring quality, traceability, and a strong link between product and territory. This system has become central to the global appeal of “Made in Italy” wines, increasingly associated with authenticity and premium positioning.
Equally impressive are the export figures. Italian wine exports climbed to €7.8 billion in 2025, driven not only by volume but by a significant shift in global consumption patterns. According to the Observatory of Unione Italiana Vini and Vinitaly, demand is increasingly oriented toward quality rather than quantity, favouring higher-value labels and more sophisticated consumer experiences.
Regional performance reflects both tradition and diversification. The Veneto leads the export rankings, followed by Tuscany and Piedmont—all long-established pillars of Italian wine excellence. At the same time, emerging regions are steadily gaining international recognition, expanding Italy’s footprint across global markets and introducing new styles and identities to consumers worldwide.
The ambition for the coming years is clear. Matteo Zoppas, president of Italian Trade Agency, has set a bold target: pushing exports to €10 billion “as quickly as possible.” Achieving this goal, however, will require navigating an increasingly complex and uncertain global environment, marked by geopolitical tensions and shifting trade dynamics.
Italian policymakers remain confident. Agriculture Minister Francesco Lollobrigida emphasized that wine must be presented not only as an economic asset but also as a cultural symbol. In his view, Italian wine embodies a broader model of enterprise—one that integrates craftsmanship, heritage, and innovation.
Sparkling wines continue to play a leading role in international success. In the United States, demand for Italian bubbles grew by 4%, driven largely by the global popularity of Prosecco. However, in the United Kingdom, competition is increasingly centered on still wines. Italian producers are working to strengthen the presence of reds and rosés from regions such as Tuscany, Piedmont, Apulia, and Abruzzo, with projected growth of around 3%.
Beyond traditional markets, new opportunities are emerging. Japan stands out as a particularly promising destination, where Italian wine is moving beyond the premium segment into the luxury category. According to industry estimates, this segment could account for up to 20% of the market, rewarding producers capable of delivering high added value and compelling brand narratives.
In China, the market is undergoing a transformation: while overall volumes are declining, the value of wine sales is increasing. Premium wines are expected to grow by 10% by 2029, with Italy well positioned to capture a share of this expansion, particularly through sparkling wines and specialties such as Moscato d’Asti.
Similar dynamics are evident in South Korea, where Italian wine still accounts for just 6% of the premium segment, indicating significant untapped potential. Meanwhile, Mexico and Brazil are emerging as attractive markets in Latin America, supported by rising demand for quality wines and, in Brazil’s case, reduced import tariffs.
Growth is even more pronounced in parts of Asia. Countries such as Thailand, Vietnam, the Philippines, and India are experiencing rapid expansion. India, in particular, recorded a remarkable 76% increase, driven by a young and dynamic consumer base increasingly interested in wine culture, including both traditional consumption and innovative trends such as wine-based cocktails.
Across all these markets, sparkling wines remain a common thread, but opportunities for still wines—both white and red—are growing steadily. This diversification reflects a broader evolution in global tastes, where consumers are exploring new categories and seeking more refined experiences.
As Adolfo Urso, Italy’s Minister for Enterprise and Made in Italy, noted, the challenge ahead is twofold: consolidating positions in established markets while opening new trade routes. To this end, Italy is urging the European Commission to finalize pending trade agreements, particularly with Southeast Asian countries such as Malaysia, Indonesia, and the Philippines.
Italy’s wine sector thus stands at a pivotal moment—firmly rooted in its heritage, yet increasingly oriented toward global expansion and value creation.
Alessandro Fiorentino