- Bubbles on the rise : Italian sparkling wines are increasingly popular throughout the meal, while Champagne is suffering a decline in sales (-20% in 2024, with similar prospects for 2025).
- Reds in trouble : “Structured” reds are losing appeal due to high prices and a growing preference for lighter wines.
- Sustainability and Innovation : Growing attention to eco-friendly processes (bag-in-box, reforestation projects, waste reduction).
- “Less but better” consumption : In Italy, consumption is decreasing in frequency, but the search for quality is increasing. There is also space for natural and “local” wines and artisanal spirits.
- Spirits on the Rise : Premium bitters, liqueurs and spirits are entering restaurants and wine bars, meeting the favour of a young and curious public.
Exports: Veneto in the lead, followed by Tuscany and Piedmont
- Veneto : 2.1 billion euros (8.2% compared to the same period in 2023), driven by major denominations (Soave, Valpolicella, Amarone) and successes such as Prosecco and Pinot Grigio. The role of bottlers is also important, contributing significantly to the total value.
- Tuscany : 908 million euros, with double-digit growth (10.2%). The region of Chianti Classico, Bolgheri, Brunello di Montalcino and Nobile di Montepulciano confirms itself as an oenological powerhouse.
- Piedmont : 848 million euros (-0.4%), still in good health, thanks to prestigious denominations such as Barolo, Barbaresco, Barbera d'Asti, Alta Langa and Asti.
Behind the “big three”, the order of exported value sees Trentino-Alto Adige, Emilia-Romagna, Lombardy, Abruzzo, Friuli Venezia Giulia, Puglia, and then the other Italian regions. Overall, the national growth rate is 5.6%, and the first three regions continue to be worth more than half of Italian wine exports.
EU Sparkling Wine Production and Exports Down 8%
- EU production 2023 : 1.496 billion litres (-8% on 2022) due to bad weather and climate change.
- EU Exports 2023 : 600 million liters (-8% compared to 2022). Prosecco remains at the top, covering almost half of exports, followed by generic sparkling wines (17%), Champagne (15%) and Cava (10%).
- Bad weather and drought : Vineyards hit hard in Italy and Spain; extraordinary measures planned (irrigation plans, desalination in Catalonia) to deal with water shortage.
Wine Consumption in Italy: 29.4 million consumers
- 1 in 2 Italians (50% of the population) drinks wine, although much more sporadically than in the past.
- 8.5 million (29% of consumers) drink wine every day (including 3.6% who drink more than half a litre a day).
- More consumers in the North (48.9% in the North-West alone), with Lombardy as the absolute leader (over 5 million).
- People drink mostly white wines (there is a growing interest in sparkling, light and quality wines).
The “Scatto” of Veneto and the Weight of “World Prosecco”
With 2.1 billion euros of exports in the first nine months of 2024 (out of a total of 5.9 billion euros), Veneto is the driving force of Italian wine. A success due to the wide range of products - from Prosecco to the great Veronese reds - and the presence of bottlers who manage labels from different areas of Italy. Tuscany accelerates to 10.2%, driven by its iconic reds and a consolidated international appeal, while Piedmont, stable at -0.4%, remains on the podium with 847.9 million euros, thanks to its most famous DOCGs.
“Photo” / Graphic Visual Proposal
(Description for a modern graphic to share on social media or insert in a web article)
- Background : an abstract image with warm tones (orange, burgundy) that recalls the colours of wine, with modern geometric shapes and light “glass” or “transparency” effect shades.
- Large and clearly visible title :
> Italian Wine Export (first 9 months 2024 vs 2023)
- Texts with highlighted data, in Italian :
- Veneto : €2.1 billion (8.2%)
- Tuscany : €908 million (10.2%)
- Piedmont : €848 million (-0.4%)
- Average national growth : 5.6%
- Mini-captions :
- “Veneto confirms itself as a leading region: Prosecco, Valpolicella, Soave, Amarone and Pinot Grigio drive success.”
- “Tuscany records a 10.2% thanks to Chianti Classico, Bolgheri, Brunello and Nobile.”
- “Piedmont, despite a slight decline, remains on the podium with its great reds and sparkling wines.”
- Icons or small visual reminders :
- Stylized wine glasses next to each region.
- Up arrow (green) for Veneto and Tuscany, slightly down arrow (red) for Piedmont.
Final text :
“Congratulations to all the players in the Italian wine supply chain. 2025 looks set to be full of challenges and opportunities, with a focus on bubbles, sustainable wines and new consumer trends.”
(The graphics must be clean, with clear and modern fonts, and the main data easily readable in a few seconds.)
Conclusion
The Wine Trend in Italy in the period 23-31 December 2024 therefore highlights a further push from the Veneto locomotive, while we are witnessing constant growth in Tuscany and a slight decline in Piedmont. On the horizon of 2025, scenarios in continuous evolution are emerging: increasingly strong bubbles, spirits ready to conquer new spaces, and a consumer who chooses to drink less but better, rewarding quality, sustainability and lightness. A panorama, in short, where innovation, respect for the environment and territorial storytelling can become the real keys to success for the entire sector.
