In this interview, Nicola Angiuli, a leading Italian wine importer in the US, reflects on the past year and the current position of Italian wine in the New World.
Although premature, the estimates for 2026 appear optimistic for Italian wine, which continues to be in high demand in the US despite tariffs.
© Ph. Nicola Angiuli
Typically, the market tends to underestimate the impact of political and economic decisions. So, what kind of year was 2025 for Italian wine exports to the US?
As expected, we started the year strongly, with exports increasing by around 20% in the first quarter, primarily due to the tariff negotiations.
Despite Italian producers’ efforts to lower prices, we did experience a dip of around 25% in the summer. I’m confident that we will see market stabilisation in the future. It is important to recognise that both tariffs and a weaker dollar present challenges, but they also highlight the need for long-term strategies, beginning with our politicians. The United States is Italy’s largest wine export market, with imports reaching almost 2 billion euros (about 2.3 billion dollars). Italy has over 700,000 hectares of vineyards, accounting for around 10% of the world total and making it one of the top three wine producers. Despite the challenges posed by US tariffs introduced in August 2025, we should remain optimistic.
© Ph. Nicola Angiuli
Based on your experience, which Italian red and white wines were the most popular among American consumers in 2025?
Italy offers a wide range of culinary delights waiting to be discovered. The country is renowned for its cuisine and wines, which provide an exceptional gastronomic experience. It is an exceptional destination for culinary enthusiasts seeking to indulge in a rich and diverse food culture. It is exciting to see more Italian restaurants featuring great wines made from Sangiovese, Nebbiolo, Pinot Grigio and Prosecco, to name a few. It is also thrilling to see wine lovers exploring lesser-known varieties such as Pecorino, Falanghina and Susumaniello.
I also see an increase in orange wine and lighter, chilled reds such as Lambrusco. Natural and biodynamic wines are also gaining popularity. I hope that Italian producers will focus on showcasing the unique treasures of our regions instead of imitating wines from elsewhere. Embracing regional wines opens up exciting possibilities!
© Ph. Nicola Angiuli
What are your expectations for the first half of 2026? Will sales stabilize, or will the market remain cautious?
The market will eventually stabilize; however, the year 2026 is expected to be a key moment for the wine industry as it begins a new growth cycle. The current strategy, which focuses on selling large volumes of wine, may still bring some benefits, but it will become less important. New approaches will focus on wines produced from indigenous grape varieties, emphasizing sustainability, and will offer low- and no-alcohol options. Storytelling about the wines will also become important. Consumers are increasingly inclined to invest in wines that provide quality, sustainability, and distinctive experiences. This shift towards a less but better philosophy suggests that meticulously crafted bottles can command higher prices when marketed effectively. The accessibility and practicality of digital marketing tools enable wineries to engage targeted audiences without the need for substantial advertising budgets. Furthermore, social media continues to play a vital role in storytelling and brand development. It is imperative for wine producers to construct their brand narrative around authenticity, quality, and interpersonal connection. Consumers are interested in understanding the individuals behind their wines, the vineyard’s history, and the passion that informs the winemaking process. As the market premiumizes, this personal narrative will increasingly enhance the value of the offerings.
© Ph. Nicola Angiuli
What new features, if any, will you be offering your customers in the United States by 2026?
I am excited to share my skills in 2026 and create outstanding experiences for consumers. My passion for showcasing Italy’s diverse wine collection motivates me to promote some of the world’s most complex wines. Furthermore, there are some remarkable advancements in wine production on the horizon that I can’t wait to share in my upcoming interviews. Stay tuned for some fantastic updates — there’s so much to look forward to!
