Italian Spirits Exports to China Surge 94.1% as Global Markets Shift in 2025

The Italian wine, spirits, and vinegar sectors are showing resilience in 2025, despite a challenging international environment and economic slowdown. This is the picture presented by the latest Federvini Observatory report, prepared by Nomisma and TradeLab, which examines the performance of these industries during the first three quarters of the year. Italian companies have managed to maintain their presence in key markets, balancing declines in some mature markets with growth in new segments and a focus on product value.

Giacomo Ponti, president of Federvini, said that the data points to a clear shift in consumption patterns. He explained that there is a redefinition of both the physical and behavioral geography of consumption. The decline in the United States was expected and should be seen as part of a broader commercial dynamic rather than a structural retreat. According to Ponti, the real change is in consumer demand: there is a move from habitual consumption to more deliberate choices, where quality of experience matters more than frequency.

Ponti also noted that Italian companies are responding to this shift by investing in values and identity—factors that can overcome tariff barriers and economic uncertainty. This trend is also visible in domestic consumption. Despite economic challenges, Italian families continue to explore the versatility of available products, especially sparkling wines and aperitifs, adapting their choices as lifestyles evolve.

Internationally, Nomisma’s analysis shows a period of adjustment for exports. The U.S. market, affected by global trade tensions this year, saw a natural contraction: wine exports fell by 4.8% in value and spirits by 5%. This drop follows an exceptional spike in orders during the first quarter as importers rushed to beat new tariffs; at that time, imports of Italian spirits had surged by 126%. Excluding this volatility, Italian products remain more competitive than those from other major exporters: overall wine exports dropped by 2% in value, less than Chile’s 6.7% decline or France’s 2.4%.

There are also signs of growth in alternative markets. Germany increased its imports of Italian wine by 8.8%, Brazil by 8.7%. Vinegar exports fell globally by 2.7%, but saw strong growth in South Korea (up 33.9%), China (up 29.9%), and Canada (up 20.1%). Overall, Italian exports of spirits, liqueurs, and grappa declined over the first nine months of 2025, but there were notable gains in Japan (up 28.9%), Canada (up 9.8%), and especially China (up 94.1%).

On the domestic front, data from large-scale retail show changes in Italian consumer preferences. The wine sector remained stable in value (up 0.9%), supported mainly by sparkling wines and spumante, which grew by 6% in volume and continued to gain space among shoppers’ choices. The spirits sector was even more dynamic, ending the first nine months with increases both in value (up 0.3%) and volume (up 0.7%). Growth was driven by rising interest in alcoholic aperitifs (up 4.3% in value) and distilled spirits (up 1%). Vinegars also remained essential for consumers, with steady growth of 3% in value—led by Balsamic Vinegar of Modena PGI (up 2.4%) and apple cider vinegar (up 5.5%).

In bars and restaurants—the so-called Horeca channel—TradeLab’s analysis shows that Italians are not giving up going out but are changing their habits. There was a slight drop in total visits (down 1.4%), but spending increased by 1.3%, partly due to inflation. Italians are becoming more selective about when they go out, focusing on occasions with greater social or experiential value.

While functional consumption occasions have slowed down, there are positive signs for entertainment periods such as late evening outings; visits after dinner rose by 2.1% during the third quarter. In this context, consumption of wine and cocktails has become more measured: both categories saw declines—wine down by 7%, cocktails down by 5%—as consumers prioritize quality over quantity.

Sparkling wines showed greater resilience than other categories with only a modest decline (down 3%), helped by a summer recovery that reflects Italians’ desire for enjoyment even during uncertain times.

The Federvini Observatory’s findings suggest that while Italian beverage companies face ongoing challenges abroad and at home, they continue to adapt quickly to changing consumer behaviors and market conditions through innovation and an emphasis on quality experiences over volume sales.