Tuscany’s Super Tuscans Drive Stability in Fine Wine Market as Global Prices Slide

As the fine wine market continues to face a three-year decline, Tuscany’s leading wines have shown notable resilience, according to recent data from Liv-ex, the global exchange for fine wine. The Italy 100 index, which tracks the performance of 100 top Italian wines traded on the platform, has remained relatively stable compared to broader market trends. This stability is largely attributed to the strength of its Tuscan components, particularly the so-called Super Tuscans.

Liv-ex’s analysis draws on 25 years of pricing and transactional data. The report highlights that while the overall fine wine market has softened, Tuscany’s share of trade has grown. The region’s most prominent wines have maintained solid demand, even as other segments, such as Piedmontese wines—known for their rarity and higher prices—have experienced sharper declines in both price and trade volume.

The report notes that the dip at the peak of the market was not due to a drop in purchases of Tuscan wines. Instead, it was driven by increased spending on high-value Burgundy wines during that period. As Burgundy prices have since cooled, buyers have returned their focus to Tuscany’s established brands.

Among Tuscany’s top performers, Masseto stands out. Several vintages of Masseto—including 2020, 2022, 2016, and 2014—have each risen more than 5% in value year to date. The 2020 vintage has seen the sharpest increase in its mid price (the midpoint between the highest offer and lowest bid), while the 2016 vintage has attracted more consistent trading activity.

Despite this strong performance at the top end, not all Tuscan wines have fared equally well. While Super Tuscans such as Sassicaia and Tignanello continue to attract international buyers and maintain stable trade levels—even through periods of U.S. tariffs—the broader pool of Tuscan wines has seen a narrowing in value concentration. So far this year, 157 different Tuscan wines across multiple vintages have changed hands on Liv-ex. However, just nine wines now account for over 80% of the region’s traded value. This is a significant shift from last year when 21 wines made up that same share. In comparison, during the early 2000s, it was common for only a handful of Super Tuscans to represent nearly all Tuscan trade.

Sophia Gilmour, a market analyst at Liv-ex, commented that while the Italy 100’s resilience is often discussed, it is primarily driven by Super Tuscans. She explained that in challenging market conditions with limited liquidity, demand tends to shift away from higher-value and rarer wines like those from Piedmont. Instead, buyers focus on established brands with strong international reputations. Gilmour noted that while this concentration underscores the strength of brands such as Sassicaia and Tignanello, it also reflects a cautious mood among buyers who are less willing to take risks on lesser-known labels.

The narrowing focus on a select group of leading Tuscan wines suggests that while brand power remains strong at the top end of the market, there is less appetite for diversity among buyers during uncertain times. This trend marks a return to earlier patterns seen in the region two decades ago when Super Tuscans dominated trade.

As Bordeaux En Primeur season approaches and attention shifts toward France’s most famous wine region, Tuscany’s leading labels continue to underpin stability in Italy’s fine wine sector. The ongoing performance of these wines highlights both their enduring appeal and their role as safe havens for collectors and investors navigating a volatile market landscape.