Italian Wine Imports to U.S. Drop 7.5% in Value Despite Stable Volumes Amid 15% Tariffs

Italian wine producers are facing new challenges in the United States as recent tariffs begin to affect the market. According to data from Wine Monitor by Nomisma, covering the first ten months of 2025, the total value of wine imports into the U.S. dropped by 7.5% compared to the same period last year. However, the volume of wine imported remained almost unchanged, with a slight increase of 0.1%. This trend is seen across all suppliers and categories, including both still and sparkling wines.

The main reason for this divergence between value and volume is a reduction in average prices at the U.S. border. Producers have lowered their export prices in an effort to keep retail prices stable for American consumers. This strategy comes as a response to stagnant consumption and the introduction of a 15% tariff on imported goods by the U.S. administration.

For Italian bottled still wines, the average import price per liter fell from $7.07 in January-October 2024 to $6.44 during the same period in 2025, marking a decrease of about 9%. Despite these lower prices, sales have not picked up as hoped. Off-premise sales of Italian still wines have shown a steady decline, with retail prices holding steady through September before rising in October.

The slowdown in sales cannot be attributed solely to tariffs. Domestic wines, which are not subject to additional duties, have also experienced declining sales. In October, U.S.-produced wine saw a 7% drop in volume sales compared to October 2024. Over the twelve months ending November 1, domestic wine sales fell by 6.5%. These figures suggest that broader market trends are at play, likely linked to changing consumer habits and general economic uncertainty.

From a technical perspective, the impact of tariffs has shifted costs from retailers to importers and producers. To remain competitive, producers have been forced to cut their export prices, absorbing much of the financial burden themselves. Retail prices for consumers remained stable through early fall, indicating that end buyers have not yet changed their purchasing habits significantly. As a result, producers are bearing most of the economic impact so far.

Looking ahead, protecting Italian wine’s position in the U.S. will require targeted commercial strategies. Promotions and marketing efforts will be important both off-premise and on-premise, along with careful monitoring of price changes at the border and ongoing U.S. tariff policies. The ability to adjust pricing without sacrificing profit margins or product reputation will be crucial as tariffs and stagnant consumption add complexity to an already challenging market.

The data from early 2025 confirm that the 15% tariffs are having a real effect on Italian producers by reducing average import values. At the same time, overall wine sales in the United States are being influenced by larger structural factors beyond trade policy alone. For Italian wine makers and exporters, balancing price, quality and commercial strategy will be key to staying competitive in an evolving American market.