Italian Wine Exports to the United States Grew Nearly 10% in July

Italian wine exports to the United States returned to growth in July, offering a measure of relief after months of decline in one of the industry’s most important foreign markets.

According to an analysis by the Unione Italiana Vini Observatory based on official data, shipments to the U.S. rose by nearly 10% in value in July from a year earlier. Volumes increased by 1.3%, while the average price climbed by more than 8%. The July performance narrowed the cumulative decline for the first seven months of 2026 to -11%, improving from -14% through June.

The Italian wine group said August is expected to show an even stronger result, although that comparison comes against a weak base. In the summer of 2025, combined losses for July and August were close to -30%, making this year’s rebound easier to achieve in year-over-year terms.

Paolo Castelletti, secretary-general of Unione Italiana Vini, said it is still too early to call a true turning point for exports to the U.S. He said American wine consumption has not yet shown a meaningful restart, even as the latest figures suggest some easing in market pressure ahead of key fall trade events, including Vinitaly in New York in October. If August also finishes in positive territory, it would mark the first back-to-back months of growth since the start of 2025, according to his assessment.

Castelletti also warned that the main risks for European suppliers in the U.S. remain in place. He pointed to an overcapacity investigation that could result in additional tariffs, along with high inflation and the resulting pressure on household purchasing power. He said those conditions make a strong presence in the U.S. market even more important for producers and exporters.

The broader picture remains difficult. For the marketing year running from Aug. 1, 2025, through July 31, 2026, the real change versus the previous five marketing years stands at -15%, the Observatory said. The group attributed the weakness to tariffs, a soft dollar and a structural decline in wine demand in the United States.

Carlo Flamini, who heads the UIV Observatory, said the market is going through a deep transformation that goes beyond trade policy. In his view, tariffs have hit a shift that had already been underway for at least five years. He said consumption is moving not only within wine categories, toward sparkling wine, cocktails and ready-to-drink products, but also toward other beverages such as hard teas and kombucha, which are seen as better aligned with changing drinking occasions and with consumer demand for portable, convenient packaging.

That shift matters beyond Italian wineries. For importers, distributors, retailers and other beverage companies, even a modest rebound in the U.S. market can shape inventory decisions, pricing plans and shelf strategy going into the fall and holiday selling periods. Gains in export value, volume and average price may also influence how suppliers position premium products against beer, spirits and fast-growing alternative drinks that are competing for the same consumers.

The July data suggest that Italian wine has regained some traction in the U.S. despite a weak backdrop. The rise in value outpaced the increase in volume, indicating that pricing held up better than shipment quantities. That is important for producers facing cost pressures and a market where discounting can quickly erode margins. At the same time, the industry group’s comments make clear that the rebound has not yet changed the underlying pattern of softer demand and greater competition across beverage categories.

The U.S. remains a key destination for Italian wine, and the improvement comes at a sensitive point in the calendar as exporters prepare for meetings with buyers and distributors this fall. With tariffs, currency pressure and changing consumer habits still weighing on the market, the summer recovery gives the trade a stronger set of numbers, but not yet a clear signal that the longer downturn has ended.