Italian Wineries Representing 40% of Production Push for 80% Boost in EU Promotion Funding

Italian wine producers are calling for a long-term strategy focused on promotion, innovation, and responsible consumption to maintain the sector’s competitiveness. This message was at the center of a conference held in Rome by Confcooperative Fedagripesca, an organization representing 264 wineries and consortia, which together account for about 40 percent of Italy’s wine production and generate over 5 billion euros in value.

The event took place as the global wine industry faces shifting trends. According to the latest report from the International Organization of Vine and Wine (OIV), world wine production in 2025 is expected to reach 232 million hectoliters. This marks a slight recovery from 2024 but remains below the five-year average. Meanwhile, global wine consumption continues to decline in mature markets, especially for red wines. In contrast, demand for white, rosé, and sparkling wines is rising. These changes highlight the need for Italian producers to adapt to evolving consumer preferences and market dynamics.

Luca Rigotti, president of the Wine Sector at Confcooperative, emphasized that the future of Italian wine depends on targeted policies rather than reactive measures. He expressed concern over proposed reforms to the European Union’s Common Agricultural Policy (CAP) after 2027. Under current proposals, support for the wine sector could become optional for member states instead of mandatory. Rigotti warned that this shift could weaken the strategic role of wine within European agricultural, economic, and environmental policies.

Promotion remains a key tool for Italian wine’s competitiveness abroad. Rigotti welcomed recent amendments approved by the European Parliament’s Agriculture Committee that increase funding for promotional programs from 50 percent to 80 percent and remove time limits on campaigns in specific countries. He said these changes will help Italian producers maintain a presence in international markets and strengthen their brand worldwide.

Innovation was another major theme at the conference. Rigotti called for investment in research and experimentation with new products, including dealcoholized wines and those with naturally lower alcohol content. He argued that focusing on quality and sustainability is essential to enhance Italian wine’s reputation and secure its future.

The relationship between wine and health was also discussed. Raffaele Drei, president of Confcooperative Fedagripesca, addressed concerns raised by Professor Attilio Giacosa of IRVAS (Institute for Research on Wine, Food, and Health). Drei argued that wine should not be equated with other alcoholic beverages because it is an integral part of Italian culture and the Mediterranean diet. He called for scientific rigor in public messaging about wine consumption, warning against alarmist statements that could damage the sector’s image and mislead consumers. While acknowledging that abuse is harmful, he defended moderate and informed consumption as part of Italy’s food heritage.

Drei concluded by urging policymakers and industry stakeholders to take shared responsibility for supporting Italian wine. He rejected the idea of accepting a “happy decline” or marginalization in future CAP reforms. Italy leads all commercial segments of wine production—from traditional grape varieties grown in challenging conditions to sparkling wines from the northeast—and boasts unmatched biodiversity among producing countries. Drei called for a new supply chain policy backed by adequate resources, effective promotional tools, and regulations that recognize wine’s strategic role in European agriculture and the economy.

The conference highlighted both challenges and opportunities facing Italian wine as it navigates changing global markets and regulatory landscapes. Industry leaders stressed that only through coordinated action on promotion, innovation, and responsible consumption can Italy maintain its leadership in the world of wine.