- According to Eurostat, in 2023 the European Union produced 1.496 billion litres of sparkling wine , down 8% compared to 2022 (1.624 billion).
- Italy leads the way with 638 million litres; France with 312 million (224 of Champagne and 88 of sparkling wine) and Germany with 263 million. Spain (206 million) and Portugal (25 million) follow.
- The EU exported 600 million litres of sparkling wine (down 8% on 2022, but higher than the volumes of 2018-2020), with Prosecco leading (44%), followed by generic sparkling wine (17%), Champagne (15%), Cava (10%) and other PDOs (6%).
2. Italian Bubbles: Between Records and Critical Reflections
- Between 2024 and 2025, it is estimated that Italian sparkling wines will reach 1.015 billion bottles produced and marketed (8% per year), of which 355 million will be uncorked between Christmas and New Year.
- Trentodoc and the “bubbles” made in Italy in general are growing, with an increase especially abroad (9%), while in Italy consumption is more stable (2%).
- However, a widespread “sparkling wine mania” can be observed: many companies, even those without tradition and suitable climatic conditions, are launching into the production of sparkling wines, risking trivialising varieties and territories.
3. Fine wines in crisis: the collapse of Liv-Ex
- The fine wine market closed 2024 in the red: the Liv-Ex 100 marked -9.1%, while the Liv-Ex 1000 reached -11.7%.
- Italy, although declining, contains the damage (-7% for the main Italian wines). Indexes such as Burgundy 150 (-15.2%) and Champagne 50 (-11.7%) show even more marked declines.
4. Trend 2025 according to Proposta Vini
- Champagne, a symbol of luxury, saw a 20% decline in 2024 and is expected to decline further.
- Italian sparkling wines steadily maintain the public's interest, also thanks to consumption throughout the meal.
- White wines remain central for their typicality and lightness, while great reds (Supertuscan, Amarone, Bordeaux) are losing ground.
- Rosé wines have remained stable for years at 7% of sales; natural wines are growing, supported by attention to sustainability.
- In spirits , gin remains the protagonist of the Italian market, and bitters are growing, thanks to formulas such as amaro tonic.
5. Global Markets and Outlook for Asia
- The main destinations of Italian wine exports at the end of September 2024 are: USA (24%) , United Kingdom (20%) , Germany (6%) , Russia (5%) , France (5%) and Canada (5%) .
- In Asia, China and Japan remain difficult markets: China remains well below pre-Covid levels, while Japan, while remaining the leading Asian outlet for European wines, shows a decline (-11.74% for the EU).
- Thailand is an exception, with modest growth thanks to tax reforms that have favored wine imports.
6. Conclusions and perspectives
While Italy is further establishing itself as the “country of bubbles” , with Prosecco and other sparkling wine denominations in strong expansion, global consumption shows fluctuating trends: on the one hand, the demand for lighter, more sustainable and quality products; on the other, a contraction of the market for fine wines and increasingly broad competition that often pays little attention to the territory.
If 2024 was a brilliant year for Italian sparkling wines, 2025 is shaping up to be a challenging period: the attention to the tastes of Generation Z and the push towards low/no alcohol solutions could further redefine the balance, while sustainability consolidates as an essential value. On international routes, Asia remains a market with interesting but still uncertain potential, between fragile recoveries, falling consumption and new fiscal policies to monitor.
