Italian Wine Market Sees Value Rise Despite Declining Consumption, Driven by Premium Bottles and Sustainability

The Italian wine market is undergoing significant changes, according to a new report released by Vinarius, the Association of Italian Wine Shops. The analysis, based on data collected from wine shops across Italy, shows that while the overall volume of wine consumption is declining, the market’s total value is rising. This shift is attributed to consumers buying fewer bottles but opting for higher-quality wines.

The trend toward “premiumization” is at the center of this transformation. Italian consumers are increasingly choosing wines that are not only of superior quality but also have a strong identity and connection to their region of origin. Wine denominations are no longer seen as mere labels; instead, they are valued for their ability to tell stories about history, local grape varieties, and unique production methods.

Interest in white and rosé wines continues to grow alongside traditional red wines. Sparkling wines made using the classic method are also gaining popularity due to their freshness and versatility with food. At the same time, there is a noticeable rise in demand for lighter and low-alcohol wines. This trend is especially pronounced among younger consumers who are more conscious about moderation and drinkability.

Sustainability has become a mature and central issue in the Italian wine sector. The Vinarius report notes that the market now rewards concrete and measurable approaches to sustainability, such as certified practices, traceability, and eco-friendly packaging. Simple greenwashing is losing its effectiveness as consumers seek genuine commitments to environmental responsibility.

Direct-to-consumer sales models are becoming more important, often integrated with wine tourism experiences. Wineries are focusing on direct sales, offering in-person tastings, wine clubs, and digital content to build lasting relationships with customers. This approach is helping producers connect more closely with their audience and adapt to changing consumer preferences.

The Italian wine market is also becoming more polarized. Premium wines are maintaining strong performance, while entry-level products face pressure to update their marketing strategies and communication methods. On an industrial level, Vinarius observes ongoing consolidation among large wine groups, which are strengthening their positions both domestically and internationally. At the same time, there is growth in high-value micro-niches tied to artisanal production and strong regional identities.

Internationally, demand for premium Italian wines is being driven mainly by markets outside the European Union, including the United States, Canada, South Korea, and Japan. These countries are showing increased interest in high-quality Italian products.

The Vinarius report comes at a time when Italian cuisine has recently been recognized by UNESCO as an Intangible Cultural Heritage of Humanity. This recognition highlights the deep connection between wine, food, and territory in Italy. It also reinforces the role of Italian wine as an essential part of a shared cultural heritage that is valued around the world.

As the sector adapts to these trends—premiumization, sustainability, low-alcohol options, and new sales models—Italian wine producers are rethinking their production methods and commercial strategies to meet evolving consumer expectations both at home and abroad.