Italian Wine Exports Hit €8.1 Billion in 2024 Despite Looming U.S. Tariffs

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 volume of wine shipped abroad also rose, with 21.7 million hectoliters exported, confirming Italy’s position as the world’s leading wine exporter by volume and second by value after France. These figures come from the report “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.

The growth in exports is matched by a recovery in production. After a sharp drop in 2023, Italian wine production climbed to 48 million hectoliters in 2024, up 13% and returning to the ten-year average. The domestic market remains significant, with Italians consuming an average of 37.8 liters per person annually and about 8.5 million people drinking wine daily.

Despite these positive numbers, the sector faces new challenges. In August 2025, the United States introduced a 15% tariff on European wines and spirits. The U.S. is Italy’s largest export market for wine, accounting for nearly 2 billion euros in imports in 2024, a rise of over 10%. The new tariffs threaten to reduce annual revenues by more than 300 million euros over the next year, with Prosecco, Pinot Grigio and Tuscan reds among the most affected categories.

Producers are now rethinking their strategies to cope with these changes. Many are focusing on alternative markets such as Canada, which saw a 15.3% increase in Italian wine imports in 2024, Russia (+40%), Latin America and Asia. E-commerce is also becoming more important; global online wine sales are expected to reach $6.7 billion in 2025.

To adapt to the new environment, wineries are working on reducing costs, improving logistics efficiency and adopting lighter packaging. Flexible contracts are becoming more common. Technology is playing a bigger role as well, from automation in production to digital platforms for marketing and customer management using artificial intelligence and cloud systems.

Italy remains one of the world’s largest wine producers by area, with about 720,000 hectares under vine—10% of the global total—according to the International Organization of Vine and Wine. However, climate change is affecting production patterns. Earlier harvests, lower yields and water stress are pushing producers toward more resilient grape varieties and regenerative viticulture practices.

Sustainability is another area where Italy leads Europe. The country has 133,000 hectares of certified organic vineyards, representing 23% of its total vineyard area. In regions like Tuscany and Sicily, organic vineyards account for up to 40% and 36% respectively.

Wine consumption habits in Italy are changing as well. While about 55% of Italians over age eleven reported drinking wine in 2024, most are occasional consumers; only about 29% drink wine daily. Preferences are shifting toward white wines, rosés and sparkling wines, while full-bodied reds are losing ground among younger consumers who prefer fresher styles with lower alcohol content and greater transparency about production methods.

The no- or low-alcohol segment remains small at just 0.7% of total volume but is growing rapidly with projected cumulative growth of 20% by 2029. In supermarkets, overall volumes are down but value is holding 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 routines.

Exports are not only increasing in quantity but also in value and brand recognition. In 2024, DOP (Protected Designation of Origin) wines accounted for 68% of export value while sparkling wines made up nearly a third—driven largely by Prosecco DOC, which alone represents about a quarter of national DOP production. Prosecco saw a notable increase in U.S. sales (+17%) last year.

High-end Italian wines also performed well internationally; the “Italy 100” index tracking top fine wine brands was one of the few global indices to remain positive at the start of 2025 despite corrections elsewhere in the market. Italian wines won significant recognition at international competitions too: at the Decanter World Wine Awards in 2025 Italy received 138 medals including six “Best in Show.”

Wine tourism has become a major pillar for the industry’s growth. In 2024 it generated almost three billion euros in spending and attracted over fifteen million visitors—an increase of eleven percent from the previous year according to ISMEA data. Wine tourists tend to spend more than average travelers as they seek immersive experiences that combine tastings, gourmet meals and cultural visits along with purchases of bottles and local products.

Traditional regions like Chianti, Langhe and Prosecco remain popular destinations but new areas such as Badesi in Sardinia are emerging as well; Badesi saw an eighteen percent increase in visitors last year.

Digital innovation is helping wineries connect directly with consumers worldwide and enhance their reputation through online engagement.

According to Mancini, Italian wine faces a paradox: it is stronger than ever on global markets but also more vulnerable to external shocks like tariffs or climate change. The future will depend on innovation that preserves identity while expanding into new markets and embracing sustainability and digitalization as core strategies for resilience and growth.