Italian Wine Consortia Drive 64% of Sector Revenue Amid Shifting Tastes and 6.8% Drop in Red Sales

Italian wine consortia are changing their approach to production as the market faces new challenges in 2024. These consortia, which oversee more than 304,000 hectares of vineyards and represent over 2.3 billion bottles each year, play a central role in protecting the origin, quality, and reputation of Italian wines. They do not sell wine directly but ensure that strict production rules are followed and that the value of each denomination is maintained. According to data from Valoritalia and the Uiv Observatory, the combined economic value of these consortia exceeds 9 billion euros, accounting for about 64% of Italy’s total wine sector revenue, which reached 14.5 billion euros in 2024.

This year has brought significant changes to the Italian wine market. Red wines have seen a decline in sales, dropping by 6.8%. This decrease is linked to lower consumption rates and less interest from younger consumers. In contrast, white wines and sparkling wines have grown by an average of 5%, driven by exports and more casual drinking habits. In response, many consortia have reduced yields per hectare to keep perceived value high and have invested in more contemporary styles that appeal to new markets and occasions.

The Prosecco DOC Consortium remains the leader in volume, with its territory spanning Veneto and Friuli Venezia Giulia. Prosecco continues to be a symbol of Italian sparkling wine worldwide. The Consorzio Vini DOC delle Venezie follows, representing Pinot Grigio—a white wine especially popular in the United States, where it is seen as a modern Italian choice. With 27,000 hectares under vine and 230 million bottles produced, Pinot Grigio is a key export for northeastern Italy. The Consorzio Vini d’Abruzzo ranks third, managing 33,000 hectares. More than half of this area is dedicated to Montepulciano d’Abruzzo, alongside Cerasuolo and the increasingly popular Pecorino variety.

In Emilia-Romagna, Lambrusco DOC stands out with a production of 143 million bottles, making it one of the most widely consumed wines globally. The Consorzio Vini di Romagna follows with over 101 million bottles. The region also features Pignoletto from the hills around Bologna, known for its freshness and versatility.

Tuscany remains prominent with eight major consortia. Toscana IGT leads with 89 million bottles and covers the entire region’s typical geographical indication wines. Chianti DOCG follows with 75 million bottles and remains one of the world’s best-known reds. Chianti Classico has seen an 11% increase in U.S. sales during the first eight months of 2024. Other important Tuscan consortia include Brunello di Montalcino, Bolgheri, Nobile di Montepulciano, Morellino di Scansano, and Maremma Toscana—where Vermentino is gaining ground.

Piedmont’s leading consortium covers Barolo, Barbaresco, Alba, Langhe, and Dogliani with 67 million bottles produced annually. Asti DOCG follows with 65 million bottles but faces export challenges due to reduced demand from Russia and U.S. tariffs on Moscato d’Asti—60% of which is exported to America. Barbera d’Asti e Vini del Monferrato produces 59 million bottles; Gavi DOCG exports 92% of its white wine; Alta Langa is growing quickly but remains below five million bottles.

Northern Italy’s sparkling wine sector is strong in Lombardy and Trentino-Alto Adige. Trento DOC produces over 12 million premium bottles annually; Oltrepò Pavese leads with 64 million bottles based on Pinot Noir grapes. Franciacorta, Lugana, and Garda DOC are also important names for Lombardy’s quality wine identity. Alto Adige has introduced stricter production rules to maintain high standards.

In central and southern Italy, Marche’s Verdicchio remains a reference point among Italian whites with 26 million bottles produced by the Istituto Marchigiano di Tutela Vini. Puglia’s Primitivo di Manduria Consortium has grown by 10% compared to last year due to strong international demand for robust red wines. Sicily’s DOC Sicilia closes out the list with 82 million bottles focused on Nero d’Avola and Grillo varieties.

As Italian wine faces shifting consumer habits, trade disputes, and evolving market trends, consortia continue to serve as guardians of authenticity and quality for the industry. They play a strategic role not only in regulation but also in communication, promotion, and sustainability efforts across regions. Many industry leaders agree that balancing local identity with innovation will be key for Italian wine moving forward as it seeks to maintain its global reputation while adapting to new challenges at home and abroad.