Italian Wine Industry Faces Decline as Alcohol Consumption Slumps

Experts warn that per‑capita alcohol consumption could be halved between 2020 and 2050, mirroring the tobacco market shift a decade ago. In 2024 the decline rate was 1.1% in North America, 0.7% in Europe and 1.3% in Asia.

In Italy, especially in Piemonte, the impact is evident: the price of Nebbiolo grapes for Barolo fell 35% to €2.70 per kilogram and wineries are holding massive inventories – about 75 million bottles of Barolo and 21 million of Barbaresco. The regional government has earmarked €1.6 million to reduce these surpluses. Industry observers call for a pivot toward low‑ or zero‑alcohol beverages, citing the tobacco sector’s successful reinvention as a model for the wine and broader alcoholic‑drink market.