Sparkling Wine Sales in Italy Hit €3.1 Billion as Nearly Half of Consumers Choose Quality Over Quantity

The Italian wine market is undergoing significant changes, with a growing focus on quality and sustainability. Recent data presented by Professor Massimiliano Bruni, President of the Scientific Board at IULM Communication School, during the IULM Alumni Day on October 24, highlighted these shifts. The event, held in Milan to coincide with Champagne Day, brought together industry experts to discuss the evolving landscape of wine consumption in Italy and beyond.

Italy remains the third largest country in the world for wine consumption by value, following the United States and France. This position underscores Italy’s strategic importance not only as a producer but also as a key market for wine. The country’s internal consumption continues to grow, while exports remain stable. This combination strengthens Italy’s role in the global wine sector. However, the nature of this growth is changing. Consumers are increasingly seeking higher quality wines and are more attentive to how these products are made.

One of the most notable trends is the surge in sparkling wines. In 2023, sales of sparkling wines in Italy reached 3.1 billion euros, equivalent to 733 million liters sold. This growth is driven by both Champagne and Italian sparkling wines, which have outperformed still wines in terms of value increase. While overall volumes have remained steady, the rise in value points to a clear trend toward premiumization. Globally, sparkling wines now account for a significant share of the market. Champagne holds a 3.6% share worldwide but has seen an 8.4% decline, while other sparkling wines represent 14.4% of the market with a slight decrease of 1.4%. In contrast, low- and no-alcohol segments are growing by nearly 6%, reflecting changing consumer habits.

Italian families with above-average incomes—about 6.5 million households earning more than 55,000 euros annually—show a strong preference for high-end Champagne and sparkling wines. Younger families within this group are more likely to experiment and seek out quality products, while older families tend to stick with traditional labels. Meanwhile, around 10.2 million lower-income households continue to favor more affordable options, keeping demand steady for mid- and low-range wines.

Generational differences in wine consumption are becoming more pronounced. Among Baby Boomers, 66% still drink wine regularly, though this figure has dropped by 12 percentage points compared to previous years. Generation X remains stable at 49%, while Millennials are at 40%, showing increasing interest in cocktails and soft drinks instead of wine. Only 15% of Generation Z consumes wine, preferring alternative beverages and experiences.

Each generation approaches wine differently. For Baby Boomers, wine is tied to cultural and ideological values; Generation X associates it with social status; Millennials see it as part of a global experience; and Generation Z seeks authenticity and social responsibility in their choices. For younger consumers especially, drinking wine is an expression of identity linked to ethical and sustainable values.

The shift from quantity to quality is also evident across all age groups. Nearly half of Italian consumers (44%) now prefer to drink less but better-quality wine, with an emphasis on premium and sustainable products. This trend reflects both evolving tastes and greater awareness about production methods.

Italy also stands out for its strong tradition of out-of-home wine consumption. The country leads Europe with a penetration rate of 73% and a frequency rate of 90%, both higher than the EU average. These figures highlight the central role that bars, restaurants, and social venues play in Italian wine culture.

Economic challenges and social changes have accelerated these trends toward quality over quantity and have reinforced Italy’s position as a leader in both production and consumption of premium wines—especially sparkling varieties—while also pushing producers to adapt to new generational preferences and values centered on sustainability and authenticity.