US and Italy wine markets confront falling sales, pivot to niche and low‑alcohol segments

In 2025 the United States wine market shrank by $1.2 billion to $74.3 billion, reflecting a broader consumer shift away from traditional red wines toward higher‑value niches such as Burgundy, organic and biodynamic labels, sparkling wines and low‑alcohol or non‑alcoholic options. Burgundy now accounts for 56 % of auction value, overtaking Bordeaux, while sparkling volumes have risen 650 % since 2010 and white‑wine turnover has doubled. Red‑wine sales fell 15 % in the same period. Analysts link the decline to reduced social‑time, competition from beer, spirits, ready‑to‑drink and cannabis‑based drinks, and a growing “better‑for‑you’’ preference.

A parallel trend is evident in Italy, where consumers under 30 make up only 6 % of wine drinkers and overall regular consumers have fallen from about 57 % to under 40 % of the market. The Nomisma Wine Monitor attributes the drop to demographic aging and a weakening link between age and consumption frequency. Young Italians favour whites, sparkling wines and low‑alcohol or alcohol‑free products, often consuming at home or in casual social settings. Nomisma has launched a two‑phase research project to map these preferences and deliver actionable guidance for producers.

Both markets are therefore exploring premium, sustainable and low‑alcohol niches as a strategy to offset broader consumption declines.