Italian Wine Exports Hit €8.1 Billion in 2024 as U.S. Tariffs Threaten €300 Million in Revenue

Italian wine exports continued to grow in 2024, reaching a value of 8.136 billion euros, an increase of 5.5% compared to the previous year. The country shipped 21.7 million hectoliters abroad, confirming its position as the world’s leading wine exporter by volume and second by value after France, according to data from Vinetur. This performance comes alongside a recovery in production, which rose to 48 million hectoliters in 2024, up 13% after a sharp drop in 2023. The domestic market remains significant, with Italians consuming an average of 37.8 liters per person annually and 8.5 million people drinking wine daily.

These figures are part of a report titled “Italian Wine and International Markets: Competitiveness, Wine Tourism and New Adaptation Strategies,” prepared by Valerio Mancini, director of the Research Center at Rome Business School. Mancini notes that Italian wine is experiencing a period of contradiction: while it posts record numbers, it also faces the threat of new U.S. tariffs that could erode hundreds of millions of euros in revenue and challenge Italy’s global standing.

On the sustainability front, Italy leads Europe with 133,000 hectares of organic vineyards, representing 23% of its total vineyard area, according to FiBL. Wine tourism has also become a major economic driver, generating nearly 3 billion euros and attracting about 15 million visitors in 2024.

However, the sector faces a significant challenge from new U.S. tariffs introduced in August 2025. The United States is Italy’s largest export market for wine, accounting for nearly 2 billion euros in imports last year—a rise of over 10%. The new 15% tariffs on European wines and spirits are expected to put more than 300 million euros in annual revenue at risk over the next year. The impact is particularly severe for popular varieties such as Prosecco, Pinot Grigio and Tuscan reds.

The consequences go beyond higher prices for American consumers. Italian wineries must now rethink their logistics strategies, profit margins and commercial policies. There is concern that especially lower-priced wines may become unsustainable in the U.S. market. Mancini points out that while Italian wine is stronger than ever globally, it is also more vulnerable to external shocks like tariffs. Many producers are responding by focusing on alternative markets such as Canada (up 15.3% in 2024), Russia (up 40%), Latin America and Asia. E-commerce is also becoming increasingly important worldwide and is projected to reach $6.7 billion in sales by 2025.

Operationally, wineries are working to reduce costs, improve logistics efficiency and adopt lighter packaging and more flexible contracts. Technology plays a growing role through automation, digital platforms and artificial intelligence systems for customer management and marketing.

Italy has about 720,000 hectares under vine—10% of the world’s total—making it one of the top three countries globally along with Spain and France, according to the International Organization of Vine and Wine. After a difficult year in 2023 when production fell by 12%, output rebounded in 2024 to align with the decade’s average levels.

Climate change continues to affect production patterns with earlier harvests, lower yields and water stress reshaping traditional wine regions and encouraging adoption of resilient grape varieties and regenerative viticulture practices. Organic viticulture is expanding rapidly; Italy now leads the world with certified organic vineyards making up nearly a quarter of its total area.

Domestically, Italians are drinking less wine but choosing higher quality products. In 2024, about 55% of Italians over age eleven reported drinking wine; most are occasional consumers while only about one-third drink daily. Apparent consumption remains stable at around 22 million hectoliters per year but preferences are shifting toward white wines, rosés and sparkling wines—especially among younger consumers who favor fresher styles with moderate alcohol content and greater transparency about production methods.

The no- or low-alcohol segment remains small at just under one percent of total volume but is growing quickly with forecasts suggesting a cumulative increase of up to 20% by 2029 according to IWSR data. In supermarkets, volumes have declined but value has held steady due to premiumization trends; outside the home, sparkling wines and strong appellations continue to drive sales as wine becomes more associated with social experiences than daily habits.

Exports are not only increasing in quantity but also in value and brand recognition. In 2024, DOP (Protected Designation of Origin) wines accounted for nearly two-thirds of export value while sparkling wines made up almost one-third—driven largely by Prosecco DOC which alone represents about a quarter of national DOP production and saw double-digit growth in both exports to the U.S. and bottlings early this year.

Italy’s high-end segment remains resilient: the “Italy 100” index tracking top fine wine brands was the only major index to stay positive at the start of this year despite a global correction among luxury wines. Italian icons from Supertuscans to top Piedmont reds continue to attract international attention. Recognition at competitions such as the Decanter World Wine Awards—where Italy won six “Best in Show” medals among its total haul—further strengthens its reputation.

Wine tourism has become one of Italy’s most dynamic sectors within gastronomy-related travel. In 2024 it generated almost three billion euros in spending with visitor numbers rising by over ten percent compared to last year according to ISMEA data. Wine tourists tend to spend significantly more than average travelers as they seek immersive experiences combining tastings, gourmet meals, local product purchases and cultural visits.

Traditional regions like Chianti, Langhe and Prosecco remain popular destinations but new areas such as Badesi in Sardinia are emerging as well—evidence that Italy can expand its appeal beyond established circuits. Digital innovation is helping wineries connect physical experiences with global reputations through online engagement.

Industry experts believe that Italian wine’s future will depend on its ability to innovate without losing its identity—consolidating traditional markets while opening up new ones—and meeting global challenges through sustainability initiatives and digital transformation efforts.