Italian Wine in 2025: trends, typicities and export dynamics
In 2024, Italian wine exports broke a new record: over €8.1 billion in value, marking a +5.5% increase compared to 2023, with volumes up by +3.2% (around 2.18 billion litres). Much of this momentum came from sparkling wines, which recorded double-digit growth, positioning themselves as one of the main drivers of Italian exports.
Behind these figures lies a geographical map of regions dominating the scene. In 2024, Veneto, Tuscany and Piedmont together accounted for 66.7% of the total value of Italian wine exports. Veneto in particular stands out as the absolute leader, thanks above all to the Prosecco phenomenon and the strength of sparkling and white DOC wines, able to conquer distant markets with appeal and distinctiveness.
On the international front, while historical markets such as the United States, Germany and the United Kingdom remain central, signs of slowdown are emerging. In the first four months of 2025, Italian wine exports showed a decline of -0.86% in value and -3.67% in volume compared to the same period of 2024, according to Istat data analysed by WineNews. The US market in particular recorded a downturn in April 2025: -7.5% in volumes and -9.2% in value, with the average price per litre falling by 2% (€5.64/litre).
These signals highlight how the international context is becoming more fluid, also under pressure from tariffs and global instability. It is noteworthy that many Italian wineries, especially from Chianti, Prosecco and Valpolicella, are already considering strategies to diversify their markets, targeting Asia, the Middle East and South America to offset shocks in North America.
Looking at Asia, Japan has long been a key market for Italian wine: in 2024, Italy exported wine and must to Japan for around US$212.26 million. In terms of distribution channels, about 50% of Italian wines sold in Japan pass through on-trade (restaurants, bars) rather than retail, underlining the importance of a gastronomic presence to strengthen the Italy brand.
In Southeast Asia, interesting signs are emerging. In Thailand, for example, imports of Italian wine reached 3.4 million litres (+26%), with a value of around €21.6 million (+18%). Singapore, on the other hand, shows a slight decline compared to other Asian markets, while markets such as South Korea remain stable. This suggests that, although not yet a dominant market, the region offers room for growth, especially if the Italian offer can differentiate itself through quality, brand storytelling and gourmet / e-commerce channels.
For buyers and importers, Italy today offers a wine portfolio that combines territorial depth with typological diversification. Success, however, means understanding local specificities: those who can consolidate their presence with recognisable labels, certifications, effective packaging and reliable local partners will be able to turn these trends into real opportunities.
We have written about Italian wines in many of our articles, you can find them here:
Sources:
https://www.wineitaly24.com/wine-and-more/traceability/wine-trends-in-italy-n-60-2024-4169.html
https://tradingeconomics.com/japan/imports/italy/wine-fresh-grapes
https://www.meiningers-international.com/wine/general/closer-look-japans-wine-markethttps://www.gamberorossointernational.com/news/italian-wine-seeks-new-markets-from-india-to-brazil-and-surprisingly-ireland-heres-how-the-export-map-is-changing/