Italian Wine Sector Represents 40% of National Production as EU Policy Changes Spark Industry Alarm

Italian wine producers are calling for a long-term strategy focused on promotion, innovation, and responsible consumption to boost the competitiveness of Italian wine. This appeal was made during the conference “Competitiveness and the Future of Italian Wine,” held in Rome and organized by Confcooperative Fedagripesca. The organization represents 264 wineries and consortia, accounting for about 40 percent of Italy’s national wine production and generating over 5 billion euros in value.

The event comes at a time when the global wine industry is facing significant challenges. According to the latest report from the International Organisation of Vine and Wine (OIV), world wine production in 2025 is expected to reach 232 million hectoliters. This figure marks a slight recovery compared to 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 increasing.

Confcooperative Fedagripesca highlighted that these trends signal a need for Italian producers to adapt to changing consumer preferences and evolving markets. Luca Rigotti, president of Confcooperative’s wine sector, emphasized that the future of Italian wine depends on building targeted policies rather than reacting to emergencies. 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 rather than mandatory, potentially weakening the sector’s strategic role in European agricultural, economic, and environmental policy.

Rigotti stressed that promotion remains a key tool for cooperative wineries to remain competitive internationally. He welcomed recent amendments approved by the European Parliament’s Agriculture Committee that would increase funding for promotional programs from 50 percent to 80 percent and remove time limits on campaigns in specific countries. These changes are expected to help Italian producers maintain a presence in key markets and strengthen the global reputation of Italian wine.

Innovation was also identified as essential for future growth. Rigotti noted that rapid market changes require investment in research, experimentation, and new product types, such as dealcoholized wines and those with naturally lower alcohol content. He argued that focusing on quality and sustainability will enhance the reputation of Italian wine and secure its future.

Another issue discussed at the conference was how wine is perceived compared to other alcoholic beverages, particularly regarding health concerns. Raffaele Drei, president of Confcooperative Fedagripesca, argued that wine should not be equated with other alcoholic drinks. He described wine as an integral part of Italian culture and the Mediterranean diet—a symbol of balance and conviviality. Drei called for scientific rigor in countering alarmist messages that could damage the sector’s image and mislead consumers about moderate wine consumption.

Drei also warned against marginalizing Italian wine in future CAP reforms or accepting a so-called “happy decline” in production or consumption. He pointed out Italy’s leadership across all commercial segments—from traditional grape varieties to sparkling wines—and its unique biodiversity among producing countries. He called for a new supply chain policy supported by adequate resources, effective promotional tools, and regulations that recognize wine’s strategic role in European agriculture and the economy.

The conference underscored a sense of urgency among Italian producers as they face shifting global demand, regulatory uncertainty, and ongoing debates about alcohol and health. Industry leaders are pushing for coordinated action at both national and European levels to ensure that Italian wine remains competitive on the world stage while preserving its cultural identity.