Prosecco cushions Italy’s wine slump in the United States

Prosecco is helping cushion a broader decline in Italian wine sales in the United States at a time when American consumers are drinking less wine and European bottles still face a 10% tariff, according to figures cited by the Italian wine industry group UIV from SipSource data.

In the first five months of the year, wine volumes consumed in the United States fell 10.1%, the data show. Italian wine posted a smaller decline of 7.3%, largely because sparkling wines held up better than other categories. Overall, Italian sparkling wine volumes were down 2%, but Prosecco rose 1.8%, standing out as one of the few bright spots for Italy in its most important foreign market.

The contrast with other categories was sharp. Italian red wines fell 9.7% in volume, whites dropped 9.3%, rosés declined 13%, and aromatic wines recorded the steepest fall at 17.4%. Even with Prosecco’s gains, the overall balance for Italian wine in the American market remained deeply negative at -15.4% in the first five months, according to the report cited by il Nord Est.

The pressure is not limited to demand. In the first four months of 2026, exports of Italian wine to markets outside the European Union fell 8.5% in value, the newspaper reported. The United States remains the leading market for Italian wine, which makes the slowdown especially important for producers, importers and distributors across the beverage business. A weaker market in the U.S., combined with tariffs already in place, can affect pricing, margins and product mix well beyond wineries themselves, particularly for sparkling wines that have become a key support for export performance.

For now, Prosecco appears to be benefiting from its position in the market. Industry observers describe it as an accessible sparkling wine that still fits celebratory occasions at a time when consumers are spending more carefully. Some wineries have also chosen to split the tariff burden evenly with importers, absorbing part of the cost to protect shelf presence and market share.

That strategy has helped preserve volumes, but it has also cut into margins. From April 2025 to April 2026, Italian wine paid about €180 million in tariffs in the United States, according to the report. Average prices also moved lower during that period. For still wines, the average price fell from €6.55 per liter to €5.07 per liter, a drop of 21%. For sparkling wines, it declined from €5 per liter to €4.2 per liter, down 16%.

The tariff issue remains unresolved. European wine is subject to a 10% U.S. tariff through July 24. If the European Union and the United States do not reach a trade agreement by then, producers face renewed uncertainty and the possibility of higher duties.

Lamberto Frescobaldi, president of Unione Italiana Vini, said the American market remains central for Italian producers even as they face several overlapping problems: tariffs, a weaker dollar and a structural shift in drinking habits that trade negotiations alone cannot fix.

That shift is becoming more visible among younger consumers, who are drinking less alcohol overall. Industry concerns now extend beyond inflation or trade policy to changes in lifestyle and health behavior. One factor cited in the report is the spread of wearable health devices such as Oura rings and Whoop bands, which give users data on sleep, heart rate and physical recovery after drinking alcohol. For consumers used to tracking their bodies closely, alcohol may increasingly be seen as a measurable trade-off rather than a casual pleasure.

That trend matters for Italian wine because no single category can carry exports indefinitely. Prosecco has so far shown resilience and even modest growth in a shrinking market, but it is doing so against a backdrop of weaker overall consumption and unresolved trade risk. With nearly a quarter of Italy’s total wine exports tied to the U.S. market, producers are watching both July’s trade talks and longer-term changes in American drinking habits with growing concern.