Italy Unveils €98 Million Wine Export Promotion Fund

Italy’s wine industry welcomed a new government call for international promotion funding for the 2026-2027 campaign, saying the measure gives producers more room to plan exports and market campaigns at a time of pressure in global trade.

The announcement, issued by the Ministry of Agriculture, Food Sovereignty and Forests, sets aside more than €98 million for OCM Promozione, the European Union support program used to help wine companies promote their products abroad. The money will be divided among national programs, regional calls and multiregional initiatives.

Industry groups including Alleanza Cooperative Agroalimentari, Assoenologi, Cia-Agricoltori Italiani, Coldiretti, Confagricoltura, Copagri, Federdoc, Federvini, FIVI and Unione Italiana Vini said they supported the new call and pointed to several changes they consider important for wineries of different sizes.

Among the main updates is greater operational flexibility, which allows promotion projects to be adjusted more easily to conditions in specific foreign markets. The ministry also updated reference costs for strategic markets, a change intended to make spending rules more aligned with current commercial realities.

The groups also praised the expansion of digital tools for managing applications. The online system used to process requests will have more functions, with the goal of simplifying access to aid and reducing paperwork for companies. Another change allows regions to lower the minimum threshold for project access for small producers, a move that could make it easier for smaller wineries to take part in promotion programs.

The organizations also welcomed the earlier publication of the call. They said releasing the notice sooner should give operators more time to organize promotional activities and build export plans in a market environment they described as complex and fast-changing.

For Italy’s wine sector, which relies heavily on foreign sales and brand visibility abroad, the timing and structure of public support can shape how producers compete in markets from North America to Asia. The new call is expected to influence how wineries prepare marketing campaigns, choose partners and allocate resources over the next two years.