Italian Wine Industry Confronts Demand Drop and Market Shift

The Italian wine sector, valued at around €14 billion and accounting for about 10% of the national agri‑food turnover, gathered industry leaders at a three‑day conference in Bari organized by the Associazione Italiana Sommelier (AIS). Speakers highlighted the need for a coordinated network of professionals to navigate changing consumer habits, international market complexity and the sector’s transformation, noting that Italy remains the world’s top producer with 44.4 million hectoliters and a record export value of €7.8 billion.

An accompanying Mediobanca study released on 7 June shows that 2025 saw a 2.8% decline in sales for major wineries, driven by a 3.4% fall in exports and a 2.2% dip in domestic consumption. Per‑capita intake dropped from 38 L in 2022 to 35.6 L in 2025. Profitability eroded, with EBITDA falling 4.2%, operating profit down 9.5% and net profit down 7.5%. The United States recorded the sharpest export decline at ‑6.3%, while the EU fell 2.8%. Veneto continues to dominate production and value, followed by Emilia‑Romagna and Piedmont. Industry leaders, including AIS president Sandro Camilli and Unione Italiana Vini head Lamberto Frescobaldi, called for more rational, professional management and production controls to protect product value amid tightening demand.