Italian Wineries Gain Access to No- and Low-Alcohol Market After Regulatory Shift

The Italian government has approved a new decree that sets the rules for producing dealcoholized and partially dealcoholized wines in Italy. The measure, issued jointly by the Ministry of Economy and Finance (MEF) and the Ministry of Agriculture, Food Sovereignty and Forests (MASAF), is being welcomed by the country’s wine cooperatives. Luca Rigotti, president of the Wine Sector at Confcooperative Fedagripesca, said the move marks an important step for Italian wineries, especially as they face a challenging international market in 2025.

Rigotti described the publication of the interministerial decree as “good news after a particularly complex year for the wine sector on the market front.” He noted that Italian producers will now be able to compete on equal terms with other European winemakers who have already entered the no- and low-alcohol (No-Lo) wine segment. Until now, Italian wineries were unable to fully participate in this growing market due to regulatory gaps.

The new rules are expected to strengthen the competitiveness of Italian wineries, particularly those organized as cooperatives. These cooperatives represent a significant share of national wine production and play a key role in supporting rural economies across Italy. Rigotti emphasized that access to the No-Lo segment is not just about following a trend but responding to a long-term shift in consumer behavior.

Confcooperative Fedagripesca has been involved in months of institutional discussions leading up to the decree. Rigotti explained that their goal was to provide cooperative wineries with new tools to address both domestic and international markets. The decree is seen not only as a technical regulation but also as an element of industrial policy, giving companies more strategic options as they adapt to changing commercial conditions.

The demand for wines with lower alcohol content is growing worldwide. According to Confcooperative estimates, millions of consumers are interested in these products, driven by health and wellness trends, curiosity, and a desire for healthier lifestyles. Rigotti stressed that this demand “can no longer be considered a fad but represents a long-term behavioral change.” Consumers are looking for ways to limit alcohol intake without giving up the enjoyment of wine.

With the implementation of the decree, Italian wineries will be able to develop new products and expand their ranges to include dealcoholized options. This opens up opportunities in markets where demand for low-alcohol alternatives is rising, especially in retail channels and countries where moderation is already an important purchasing factor. The new rules are expected to make export strategies more flexible and help Italian producers respond more effectively to global trends.

The approval of the MEF-MASAF decree comes at a time when international demand and trade have put pressure on Italy’s wine sector. By allowing Italian producers to enter the No-Lo segment under clear regulations, the government aims to support innovation and maintain Italy’s position as a leading wine exporter. The cooperative sector sees this as a chance to reinforce its economic role in rural areas while meeting evolving consumer preferences around the world.