2025 is a very challenging year for international trade. The effects of the new tariff economy, especially on Italian products, will be visible in the medium and long term.
With Nicola Angiuli, we take stock of the situation in the wine sector.
©Nicola Angiuli
What is your assessment of the last year with respect to Italian wine exports to the United States?
In 2024, we observed a significant uptick in sales for sparkling wines, with Prosecco leading the charge, alongside a remarkable rise in the popularity of Brunello di Montalcino. This surge stands in contrast to the decline experienced by other wine categories, particularly Chianti Classico, prompting a closer examination of the factors contributing to Brunello’s success. The impressive growth of Brunello can be largely attributed to a multifaceted approach that includes exceptional public relations efforts and strategic marketing initiatives. By enhancing its branding and elevating its perceived quality, Brunello has successfully positioned itself not only as a premium wine but also as a symbol of Italian heritage. The resurgence of interest in this wine has been further fueled by the influx of tourists to Montalcino, who seek authentic experiences and high-quality products. These developments illustrate a potent case for other wine regions to follow suit and adopt similar strategies. By investing in outreach and promoting the unique narratives behind their wines, they could enhance their market appeal and improve consumer perceptions.
What do you expect for the remaining semester?
The Italian wine industry is currently undergoing its first demand-driven correction in three decades. While it is difficult to find positive indicators in the data, some do exist. The no- and low-alcohol segments are rapidly growing from a low starting point. It is expected that white wines and Prosecco will see positive growth rates by volume in 2025, with white wine now outpacing red wine in sales growth. These shifts in varietals may indicate a transition toward younger consumers, which is a promising sign for the industry.
Are there any new grape varieties that you continue to focus on, as you always do, and that are attracting interest in the US?
Let’s delve deeper into the landscape of white wines in 2025. While Prosecco, Pinot Grigio, Chardonnay, and Sauvignon Blanc continue to dominate the market, there’s a fascinating uptick in the appreciation for lesser-known varietals such as Falanghina and Pecorino. These indigenous Italian grapes are gaining recognition for their unique flavor profiles and refreshing characteristics, which offer wine enthusiasts a delightful alternative. Prosecco, in particular, deserves special mention. It has steadily gained popularity over the years, evolving into the quintessential drink for celebrations and social gatherings. Its effervescent charm, combined with an accessible price point, makes it an appealing choice for a younger demographic. This group is increasingly drawn to Proseccos lively personality, which pairs beautifully with the rising trend of flavored sparkling waters that appeal to their adventurous palates. As we toast to the promising future of Italian white wines, we can look forward to discoveries that will elevate our tasting experiences. With the continual exploration of diverse varietals, each sip promises to unveil new layers of flavor and complexity, proving that the world of white wines is as expansive and exciting as ever. Cheers to the journey ahead!
© Nicola Angiuli
Do you think Italian wine in the US risks becoming a privilege for only a few?
Absolutely not. Our country’s cuisine is not just world-class. It is a tapestry of flavors, crafted from a rich array of local ingredients that reflect our diverse cultural heritage.
In addition to our culinary delights, the breathtaking landscapes, from lush vineyards to dramatic coastlines, offer an unmatched backdrop for an unforgettable experience. Visitors can explore picturesque towns, historic sites, and enjoy exquisite wine tastings that highlight the uniqueness of our terroir. Our combination of stunning beauty, exceptional food, and fine wines creates an adventure waiting to be discovered by people of all ages, providing something extraordinary for everyone.
In this unusual year, do you still believe there are optimistic prospects for the wine sector in general and the Italian one in particular?
I tend to maintain an optimistic outlook, believing that my glass is always half full. However, I approach the matter of the 15% tariffs with a sense of caution. The potential implications of these tariffs on our economy and international trade are significant, and I recognize that the unfolding impacts will take time to reveal themselves. Let’s stay vigilant and see how this situation develops in the coming months.
