New export routes and roots in Europe: the antidote to tariffs for Italia wine
Exports down 3.7% driven by US decline. Agreements with India, Australia and the Mercosur area will produce results over time while in the Old Continent the value of sales grew by 31% in six years
For an export-oriented sector such as Italian wine (one out of every two bottles is sold outside Italy's borders), the priority for the coming months can only be the search for countermeasures to US tariffs and, in particular, alternative outlets. This is not an easy task because the USA not only represents the world's leading market in terms of total wine consumption, but is also a mature outlet capable of enhancing quality products. So while it may be within reach to find new opportunities to relocate part of the unsold wine in the USA, it is more difficult to guarantee the same turnover. But as long as tariffs are confirmed, this is the way to go.
Possible countermeasures to the US tariffs and, above all, the search for new market outlets clear of the alarmist health labels that periodically re-emerge, will be the topics at the centre of the 58th edition of Vinitaly from today until 15 April at Veronafiere.
The damage of tariffs
After the tariffs introduced by President Trump, wine made in Italia closed the year in the USA with a 9.2% drop (and a loss in value of 178 million euro) dragging down Italy's entire wine export (which closed 2025 at 7.78 billion euro with a drop of 3.7%). Generally speaking, sales in non-EU countries, with the sole exception of Brazil (+3.8%), lost ground in the United Kingdom (-3.9%), Canada (-5.9%), Switzerland (-4.2%) and Russia (-16%).
Better went instead in the EU markets, where Germany held its ground (+0.6%, to EUR 1.1 billion) and France (+3.6%) and the Netherlands (+5.6%) continued to grow. Among the regions, negative signs for the three leaders: Veneto at -1.2% (EUR 2.9 billion), Tuscany (-2%) and Piedmont (-2.2%). In terms of product types, in terms of value, sparkling wines limited the damage (-2.5%, 2.3 billion euros), while still and semi-sparkling wines fared worse (-4.3%, to 5 billion euros).
International Agreements
This is the export picture in 2025. However, with the beginning of 2026, the important international agreements signed by the European Union with Latin America (Mercosur), with India and, most recently, with Australia should also be noted. Agreements that foresee a significant cut in tariffs on those markets and, in perspective, can increase shipments of Made in Italy wine.
