Italian wine exports fell 6.2% in value in the first half of 2026

Exports and the US market

The figures were presented in an analysis published on November 8 by Di Testa e Di Gola, drawing on industry data and comments from Unione Italiana Vini, Italy’s principal wine trade group. The analysis characterized the downturn as part of a wider, structural weakening in global demand rather than simply a short-term fluctuation.¹

Exports exceeded €3.6 billion during the first six months of 2026, but their value fell by 6.2% and their volume by 4% compared with the same period a year earlier. Purchases declined in nine of Italy’s 10 largest foreign markets. The United States, the leading destination for Italian wine, recorded a 14.1% fall, while the average selling price decreased by 7.8%.¹

Pressure on US trade was particularly pronounced between April 2025 and March 2026, amid tariff tensions. Over those 12 months, Italian wine exports to the United States fell by 17%, equivalent to more than €340 million, while shipment volumes reached their lowest level in a decade.¹

Costs, prices and inventories

Producers also faced an 8.9% year-on-year rise in production costs as consumer wine prices declined by 2.6%. Quotations for protected designation of origin, or DOP, wines fell to €1.57 per liter. Record inventories intensified the pressure on wineries seeking to reduce stocks without making further price cuts.¹

Domestic conditions were also weak: Italian supermarket wine sales fell by 2% between January and May. Mid-sized wineries were identified as particularly vulnerable because they have neither the scale of the largest groups nor the high-volume structure of cooperatives.¹

Signs of recovery and uneven regional performance

Some indicators improved later in 2026. Shipments to the United States rebounded by nearly 17% in the third quarter, and average prices began to rise again. China and Russia each grew by roughly 20%, while Brazil remained positive. Italy nevertheless performed more resiliently than France, Spain and Chile, which were confronting similarly weak market conditions.¹

Sparkling and white wines were the strongest categories, while September bottlings rose by 5%. Regional performance was mixed: Piedmont recorded declines ranging from 2% to 6%, and Asti alone was reported to have lost 20 million bottles in Eastern European markets.¹

Industry response

Lamberto Frescobaldi, president of Unione Italiana Vini, described the downturn as a structural contraction in worldwide demand, aggravated by reduced purchasing power and geopolitical tensions. On this assessment, recovery in the United States may be insufficient to offset broader pressure on prices and stocks, with potential consequences for promotional spending, distributor strategies and the balance between premium and volume products in the imported alcoholic-beverage market.¹

Trade organizations have asked the Italian government to establish an extraordinary export-promotion fund. The analysis cautioned, however, that financial assistance alone could not resolve the imbalance if global demand remained subdued and excess wine supply continued to undermine pricing power. Part of the industry has consequently focused on value instead of volume, emphasizing products associated with tourism, regional identity and premium experiences. Continued strength in wine tourism indicated that consumers may still spend when wine is connected with place, quality and travel.¹

Harvest and supply outlook

The 2026 harvest was expected to be smaller because of drought and measures intended to reduce yields. A lower crop could help absorb excess supply after cellar inventories expanded, but producers still face the immediate task of rebuilding export margins while domestic demand and supermarket sales remain under pressure.¹