The dark cloud hanging over the U.S. market for Italian wine continues to thicken. Even during the July–August period, the effects of U.S. tariffs were strongly felt, despite the “discounts” applied by Italian producers, who lowered their price lists by an average of around 17% during that time. Italian wine exports are effectively at a standstill, with a -28% drop in value for July and August, according to the summary from the Unione Italiana Vini (UIV) Observatory on exports to the U.S. during the first eight months of 2025.
Italian Wine Export Beyond U.S. Tariffs: Negative Balance in Non-EU Countries
In the United States, the progressive deterioration of Italian wine performance continues, coinciding with the introduction of U.S. tariffs. The value trend shifted from +12.5% in the first quarter to -3% over the first eight months.
This reversal was driven particularly by the collapse in July (-26% compared to the same period in 2024), as reported by Istat, and in August (-30%), the first month subject to 15% tariffs. Short-term prospects, according to the UIV Observatory, are not encouraging: preliminary customs data highlighted by the EU Commission’s DG Taxud suggest a further double-digit decline in September.
But it’s not just about U.S. tariffs. With few exceptions, the overall export balance (based on customs data) to non-EU countries in the first eight months shows a downward trend, with declines exceeding 3% in value and 4% in volume. This is due to significant drops in value from China (-27%), Russia (-26%), and also Japan (-5%), Switzerland (-3%), and the United Kingdom (-2.5%). Among the top buyers, Canada continues to grow (+10.5%).
“As expected,” commented Lamberto Frescobaldi, President of Unione Italiana Vini, “tariffs and the weakness of the dollar have impacted market performance. The situation, where U.S. consumption was declining while orders increased for stockpiling, could not last long — and the summer data confirms this. Companies must now look to the medium-to-long term: on one hand, it will be important to seize the opportunity to further improve efficiency and management; on the other, to strengthen their presence in foreign markets, starting with the United States during this stabilization phase. In this context, institutional support for promotion and internationalization will be crucial. We therefore look with interest to the upcoming Budget Law, which should allocate additional resources for wine promotion through ICE Agency.”
