Italy’s supermarket wine sales fell as shoppers traded up

Italy’s grocery and supermarket channel sold 3.2 billion euros worth of wine and sparkling wine in 2025, but the market continued to lose volume as shoppers bought less and traded up to higher-priced bottles, according to Unione Italiana Vini. Sales fell 0.5% in value and 2.7% in volume, to 736 million liters, underscoring a shift away from the everyday table wine that has long dominated mass retail.

The sharpest decline came in wines priced below 5 euros, which still account for 79% of GDO volumes but are losing ground as consumers move toward bottles in the 5-to-10-euro range and, increasingly, above 10 euros. The change is not only a matter of inflation. It also reflects a different mix of products on shelves and a more selective approach by shoppers, who are buying less often but choosing with more care.

Sparkling wines continued to outperform the broader category and now represent 15% of volumes in the channel. White and rosé sparkling wines posted positive results, while still red wines and frizzante styles were more exposed to the slowdown. The premium segment also held up better than the entry-level market, helping offset part of the decline in lower-priced labels.

The figures come from Circana’s annual research on wine in modern retail, discussed at a roundtable organized around the sector’s changing dynamics and structural pressures. The debate included discount stores, private label wines, promotional strategy, dealcoholized wines, territorial branding and the role of retailers in building demand beyond routine consumption.

For producers and chains, the message from the Italian market is clear: the supermarket is no longer just a place to move volume. It is becoming a channel where price tiers, product positioning and occasion-based buying matter more than they did before, especially as the old daily wine model continues to weaken.