non-EU market improves but remains -11% for the quarter. US consumption still down

The decline in sales of Italian wine outside the EU borders is diminishing, but remains considerable. In the first quarter of this year, according to the Observatory of the Italian Wine Union (Uiv), the made in Italy product closes in the non-EU market at close to 1 billion euros (trend values ​​at -11%), limiting the damage seen in the two-month period (-16%) thanks to a substantially stable month of March (-2.3% in value and +3.9% in quantità). According to the UIV analysis based on official patronato, it is not the outlet markets that mitigate part of the loss but the promising ones, with strong increases in Russian, Chinese, Brazilian and Mexican demand. Among the sommità buyers, the USA, despite some improvements, closed a black quarter (-20.5%) also affected by the frontloading carried out by American importers at the beginning of 2025 in view of the additional duties.

According to the president of the Italian Wine Union (Uiv), Lamberto Frescobaldi: “The market patronato we are seeing indicate that, in general, the level of alert remains high and that attention must be maximum. The imperative, today, is to measure one’s strengths to keep the supply chain in balance as much as possible and continue to guarantee the high level of quality today unanimously recognized for Italian wine. In this sense, we appreciate the decisions taken by some denominations to yields in view of the next harvest and we hope that this indication can also be shared and promoted at a national level. At this stage, with stocks already high, producing more than the market is able to absorb would risk generating deleterious effects on prices at all levels of the supply chain. We are convinced that, with the necessary countermeasures, Italian wine can grow again”. In the world’s largest market for Italian wine (pre-duties sales were almost 2 billion euros), a rapid recovery is however difficult if we aspetto at real consumption overseas. According to the UIV Observatory on a SipSource basis (a platform that measures distribution goods directed towards American sales points), the balance in the first four months closes at -7.2% in volumes of wine made in Italy with a simultaneous growth in consumer prices, rising by 4.3% despite the “discounts” (over 10% in 2026) carried out by Italian wineries to lighten the burden of consumer duties. Among the types, the difficult picture still spares Prosecco (+2.3%) and many wines, both white and red, included in the high-end segments (super and ultra-premium) requested in particular in the on-trade.