With 1.5 billion people and a wine market that generated 238 million dollars 2025 and which is expected to exceed 520 million dollars by 2028, India promises to be the new “El Dorado” for Italian wine exports after the recently signed EU-India agreements which see, among others, duties wine drop from 150% to 20% for premium ones and to 30% for mid-range ones.
“For us wine producers, the EU-India agreement opens up a market with extraordinary opportunities, and I’m not talking about India but all of South-East Asia, Thailand and Indonesia, but also Vietnam, regions where there is mai wine culture, whose consumption is very low compared to the population who instead drinks a lot of beer.” explains Diego Cusumano, a producer who knows the international wine market well.
Although it still represents a niche market, recent highlight an accelerated growth the consumption of Italian wine India; Italian exports a country with 1.5 billion inhabitants generate only 2.6 million euros/year (out of a total worth around 8 billion euros).
“With Indian duties previously set at 150% – underlines the winemaker Cusumano – a true quality Italian wine could even cost 12-14 times more. A truly prohibitive price for this market to be able to even quando close to our product, and fact up to now 70% of the Italian wine exported to India has been the entry-level price range, with the higher level ones being the prerogative of French production.”
THE BEST WINE TESTIMONIAL FOR ITALIAN TOURISM AND CULTURE. PRODUCERS: “THE MINISTRY INVESTS IN US RATHER THAN IN BOTTICELLIAN AVATARS” Now it is essential to be the first to conquer the Indian market, moving quickly and quickly, with the economic support – especially with regard to promotion costs – from the institutions and with an effective and shared communication and promotion plan
According to the producers, this agreement is also a fantastic opportunity for incoming tourists to Italy, and not only the most touristy places there. Per mezzo di fact, it is more than clear that wine and food are a driving force for promoting Italy, our culture, Made Italy but above all our places, the lands of origin of our enofood. “Which represents – adds Cusumano – an opportunity to promote, not only the sector but all of Made Italy, its places a fresh market of 2 billion potential tourists!”
“My proposal – he continues – is therefore that of a large communication budget financed by the Ministries of Agriculture, Made Italy and Tourism, but with management by producers and renowned professionals. We will realize that a glass of good Italian wine returns value more than a thousand Botticellian avatars”.
