Gavi exports topped 12 million bottles despite a global wine slump

Gavi DOCG, the white wine from southeastern Piedmont, exported more than 12 million bottles in 2025, equal to 91% of total production, according to sales data released by the Consorzio Tutela del Gavi. The figures stand out at a time when much of the broader wine market is dealing with full cellars and weaker demand.

Britain remained Gavi’s largest foreign market by a wide margin, with 7 million bottles sold last year, or more than 60% of exports. The United States held second place with more than 1.5 million bottles, about 13%. Germany followed with 5.6%, while Russia, Ireland and Malta each accounted for more than 300,000 bottles in circulation, the consortium said.

The group also reported stronger demand in several other markets. Canada was up 43% from 2023. In the Middle East, the United Arab Emirates strengthened its position as Gavi’s main market. In Asia, Japan remained the leading destination, while China posted one of the fastest gains. Exports to China rose from fewer than 10,000 bottles in 2023, or 0.06% of the total, to more than 100,000 bottles in 2025, lifting its share to 0.82%.

Sales in Italy also showed a modest recovery after years of decline. Domestic sales rose above 1 million bottles in 2025, marking what the consortium described as a symbolic reversal after a decade of gradual contraction. Italian demand remained concentrated in the north of the country. Piedmont accounted for 44.19% of national volumes in 2025, up from 42.46% in 2023, while other northern regions absorbed 40.96%.

The consortium linked part of that growth in Piedmont to increased winery investment in wine tourism. Distribution patterns also shifted. Supermarkets remained the main sales channel, but their share fell to 52% in 2025 from 58% in 2023. Hotels, bars and restaurants gained ground, rising to 48% from 42%.

Maurizio Montobbio, president of the consortium, said Gavi has benefited from consumer interest in still white wines and rosés that fit lighter eating habits and more flexible drinking occasions. He also said the denomination has been helped by a balance between production and market demand, supported by management plans covering output and vineyard area.

Montobbio said that balance has helped Gavi avoid some of the oversupply pressures affecting other parts of the wine business. He added that the denomination has remained resilient despite international crises, tariffs and conflicts, thanks to coordination among producers, the consortium and public institutions.

For the beverage sector, the export mix offers a useful signal on where demand is holding up for premium Italian appellation wines and where new growth may emerge. Britain and the United States remain central to volumes, while gains in China, Canada and the Gulf could shape future strategies for producers watching shifts in global wine consumption.