Wine Sales in Italy’s Retail Sector Drop 3.4% in 2025 as Consumers Cut Back

Sales of wine in Italy’s large-scale retail sector declined in both volume and value in 2025, according to new data from Circana by Vinitaly. The figures show a 3.4% drop in volume compared to 2024, with total sales reaching 737 million liters of wine and sparkling wine. Value also fell by 1.1%, totaling €2.3 billion, of which €1.9 billion came from wines with Denomination of Protected Origin (Dop) and Protected Geographical Indication (Igp) status.

The average price for bottled wines, which account for nearly all the category’s value at €1.7 billion, rose to €5.69 per liter, up 2.1% from 2024. This continues a trend of modest price increases seen in recent years.

Sparkling wines were an exception to the overall decline, showing growth in both value and volume. Sales reached €750 million, up 1.2%, and volumes increased by 1.5% to 109 million liters. The average price for sparkling wines was €6.88 per liter, slightly down by 0.3%. Prosecco led the category, with sales of €392 million (+0.9%) and 53.7 million liters (+2.6%), maintaining one of the highest average prices at €5.40 per liter despite a small decrease of 1.5% from the previous year.

Prosecco remains the top choice not only in its production regions of Veneto and Friuli Venezia Giulia but also in Valle d’Aosta, Piedmont, Lombardy, Trentino-Alto Adige, Tuscany, Lazio, Puglia and Campania.

The Circana study was presented ahead of Vinitaly’s annual roundtable on wine market dynamics in large-scale distribution, held on April 13 at Veronafiere with representatives from major retail groups and industry associations.

Virgilio Romano, Business Insight Director at Circana, noted that after a slight improvement in 2024, the market has returned to negative territory across all metrics this year. He pointed out that this trend is affecting all countries with significant alcohol consumption as consumers become more cautious about drinking habits. Romano suggested that Italy is particularly impacted because it is both a major producer and consumer of wine.

Gianni Bruno, general director of Veronafiere, emphasized the need to promote wine culture and responsible drinking across all commercial channels to support sales growth.

Among still wines, red wine remains the largest category but saw declines in both value (€1.07 billion, -1.7%) and volume (261 million liters, -4.2%). White wine generated €897.9 million (+0.5%) from 243.6 million liters (-2.1%).

In terms of individual varieties and denominations, Lambrusco was the second most sold by volume after Prosecco but dropped by 7.2% to just over 28 million liters (€82 million, -6.9%). Trebbiano remained stable at over 23 million liters (+0.3%), generating €42.4 million (+1.4%). Montepulciano d’Abruzzo followed with 21.8 million liters (-7%) and €68.8 million (-4.9%), while varietal Sangiovese held steady at 18.1 million liters but saw a slight dip in value to €44.5 million (-0.3%).

Chianti ranked second in value with €93.7 million (-2.6%) from 15.9 million liters (-2.6%). Vermentino continued its upward trend with over 12.3 million liters sold (+2.5%) for €90 million (+4.4%), though growth slowed compared to last year.

Classic Method sparkling wines such as Trentodoc and Franciacorta saw notable gains with just over 8 million liters sold (+6.3%) for a total value of €48.2 million (+4.9%).

Among the fastest-growing wines by volume were Sicily’s Grecanico (+13.7%), Nebbiolo from Piedmont and Lombardy (+9.7%), international Pinot Noir (+7.8%), and Classic Method sparkling wines (+6.7%). In terms of value growth, emerging wines like Grecanico (+9.4%), Nebbiolo (+9.1%), Pinot Noir and Trentino’s Lagrein (+6%) led the way.

The data reflect broader shifts in Italian wine consumption as consumers become more selective and price-conscious while showing continued interest in sparkling wines and certain regional varieties despite overall market contraction in large-scale retail channels during 2025.