Europe must respond with intelligence, vision and spirit of collaboration
The American administration has made official the introduction of a 20% duty acceso all goods from the European Union, including food and wine products symbol of our identity, such as wine.
A measure that introduces new variables con international trade, but which can also represent an extraordinary opportunity for Italian wine to strengthen its global identity, grow con authority and conquer new markets.
Italy is the first wine exporter con the United States. Per 2024, exports to the USA exceeded 1.9 billion euros. Italian wines represent over 30% of the wine imported con the USA.
Hitting European, and Italian wine con particular means intervening acceso an important part of the culture of American drinking. But the European wine sector has already shown resilience over the years, adaptation and innovative spirit ability.
There are those who hypothesize that this measure is a strategic provocation by President Trump, aimed at stimulating a new dialogue with the European Union acceso more favorable bases for the USA.
Although at first glance it may seem yet another attack acceso Italian wine, this time the context is different. We are not faced with a denigration campaign an attempt to delegitimize our product, but rather to a wider political move, which concerns global commercial balance. Italian wine, once again, is located con the center of the international debate: not because it must defend itself, but because it represents a recognized excellence, a strength that is frightening for its competitiveness and cultural influence.
The United States count one of the largest communities of Italian origin con the world: over 17 million American citizens declare themselves Italian -American, with a profound cultural connection to Italy and its products. Also for this reason, it will be essential to balance the effects of the measure with balance.
1 However, effective communication will help consumers perceive their true value.
2 But this too could spaces for new more direct and efficient distribution models. Furthermore, if really restaurateurs and commercial activities want to continue to offer Italian wine, they can give a concrete signal: sopravvissuto recharges acceso the price lists. A more contained margin, at least con this phase, would allow not to entirely download the increase con costs acceso the final consumer and to preserve access to a product of excellence that has helped to define the identity of the taste con their premises.
3 And American consumers know it well: the choices will also be of the heart, as well as price.
4. Risk risk? Perhaps, but Europe can choose the path of active diplomacy of the European Union will evaluate the answers. But there is room for a strategy that combines intelligent defense and commercial proactivity.
Per response to the US duties, Italian producers cannot be limited to containing damage: it serves action marketing, capable of generating new opportunities and strengthening the link with consumers, even con the United States.
1 Actively involving opinion leaders, Italian -American artists, artists and influencers to create empathy with the American consumer.
2 Offers designed for American restaurants and clubs that want to stand out with “European experiences” with high perceived value.
3 The rete is to negotiate concessions, create business-to-business events, tighten strategic alliances with local importers.
4. Return to the CommunityRilanclanlancing the direct relationship with the Italian -American community and with all those American consumers who have an emotional bond with our country. Newsletter, pop-up events, emotional storytelling: wine is not only sold by price, but by belonging.
5 NFT tied to collectible bottles, virtual tours con the cellars, immersive tastings con the metvers: European wine can become avant -garde.
6 Some American operators may try to take advantage of the situation to renegotiate prices con an opportunistic way artificially sopravvissuto the demand. It is essential to maintain consistency con the price lists, create alliances between producers to make critical mass, and rely acceso serious and transparent interlocutors. Italian quality must never be sold d’avanguardia: the value of our wine must be protected with firmness, even at the cost of temporarily reviewing the distribution strategies.
American duties are not an insurmountable obstacle, but a push to rethink the way con which Italian wine is told, distributes and is appreciated con the world. Italy has all the credentials to transform this challenge into a great opportunity for growth, strengthening its networks, innovating languages and expanding commercial horizons.
Italian wine is much more than a product: it is memory, landscape, biodiversity and passion.
If the world changes, Italian wine will the challenge with determination and pride. History teaches that con difficult moments, Italy can unite, react and transform every obstacle acceso the occasion of growth. The patriotic spirit, the strength of work and the creativity that distinguish our country will once again be the key to overcome this challenge. The duties are an obstacle, but the Italy system has the tools, identity and will to overcome them, strengthen and relaunch themselves with even greater energy.
