Italian Wine Exports Surge by 141% as Domestic Consumption Declines Among Younger Generations

Nine out of ten Italians drank wine in the past year, according to recent data presented by Denis Pantini, head of the Nomisma Wine Monitor Observatory. The analysis was shared at the Wine Market Forum held at the Accademia Intrecci in Castiglione in Teverina, organized by the Chiasso-Cotarella Oenological Consulting Company. The report highlights that while global wine consumption has dropped from 236 million hectoliters in 2019 to 215 million in 2024, Italy’s domestic consumption has remained relatively stable, moving only slightly from 22.6 to 22.3 million hectoliters over the same period.

Despite this stability, the Italian wine sector is undergoing significant changes. The industry is increasingly reliant on exports, which have grown in value by 141% over the past two decades. This growth is second only to New Zealand’s 255%, but Italy’s export value is more than seven times higher. Export growth has helped offset an 18% decline in domestic consumption volumes and a 6% drop in production, with exports rising by 37%.

Within Italy, consumer habits are shifting. Sparkling wines now account for over 15% of total wine consumption in 2025, up from 10.5% in 2015. Still red wines have declined to 36.9%, down from 40.6% a decade ago, while white wines remain steady at around 41%. Data from large-scale retail sales in 2025 show that still and semi-sparkling wines are down by 0.6% in value and 4% in volume, while sparkling wines are up by 2.6% in value and 2.7% in volume.

Consumption outside the home now represents about 30% of total volumes, a slight decrease compared to ten years ago. Several factors contribute to the overall decline in wine consumption: increased attention to health and wellness (32%), concerns about traffic law penalties (25%), a trend toward sobriety (15%), dietary considerations and economic savings (14%).

Despite these trends, wine remains widely consumed across Italy. Of those who drank wine last year, 61% did so at home, 24% at restaurants, 8% at wine bars or similar venues, and 7% with relatives or friends. However, there is a noticeable shift toward less frequent and more occasional consumption, especially among younger age groups.

The main factor influencing wine choice is its place of origin. For home consumption, territorial origin ranks first (23%), followed by denomination status such as Dop/Igp (18%) and low price or promotions (16%). In restaurants and bars, denomination status leads (18%), followed by territorial origin (16%) and recommendations from staff or sommeliers (16%). Trusted intermediaries—restaurateurs, sommeliers, friends and family—play an important role in guiding choices. Price remains relevant but is no longer the dominant factor it once was.

Sustainability and organic certification are becoming more important drivers for consumers, while scores and awards from guides are less influential.

Changes are also evident among younger consumers aged 26 to 40: compared to five years ago, more pay attention to quality (41%), explore wines from different regions (27%), consider health aspects (15%) and sustainability (14%). This group prefers fresher, lighter and more versatile wines—a trend reflected in the rise of sparkling wines and lighter reds—and tends to drink less frequently but with greater awareness.

Generational differences are shaping the market further. Generation Z accounts for just 11% of wine consumers and tends to drink mainly outside the home in informal settings like wine bars. They rely on social media for information and prefer recognizable but accessible brands with lower alcohol content and sustainable credentials.

Millennials make up 26% of consumers and are more engaged: they attend events, shop at specialty stores and seek a balance between quality, origin and price. Generation X and Baby Boomers maintain traditional habits: wine is part of meals or special occasions at home; choices are based on grape variety, vintage or denomination; trust in retailers or producers is key.

Between 2008 and 2023 there has been a decline in regular wine drinkers among younger people, with consumption concentrating among older adults. This trend coincides with Italy’s demographic shift: projections indicate that by 2055 people over age 60 will make up nearly 41% of the population while younger age groups will shrink significantly.

The Italian wine sector faces a dual challenge: a shrinking consumer base due to demographic changes and reduced generational turnover among drinkers. As habits evolve and new generations approach wine differently, producers must adapt to maintain relevance both at home and abroad.