Vino Nobile di Montepulciano confirms its leading role among Italian wine excellences in the United States, according to the latest findings from the Osservatorio Unione Italiana Vini (UIV), presented on Tuesday, October 21, during a meeting that preceded the Union’s Board of Directors held in the city of Montepulciano. Data for the January–August 2025 period show significant growth in both volume and value, in sharp contrast to the overall trend of Italian wine in the U.S. market.
“These numbers confirm the strength, quality, and innovative capacity of Vino Nobile di Montepulciano, which manages to win over both younger segments and those with greater spending power in one of the most competitive markets in the world,” commented President Andrea Rossi. “We remain convinced that the path of promotion and enhancement, also through new market strategies, is the right way to tackle global challenges and ensure structural growth for the sector.”
“Over the years, Nobile di Montepulciano has made great strides in communication and market positioning. Even the results in the United States, despite difficulties and increasingly fierce competition, are positive,” said UIV President Lamberto Frescobaldi. “It proves that even today it is possible to work successfully with red wines in highly suited areas.”
The Numbers Behind Vino Nobile di Montepulciano’s Growth in the U.S.
While the Italian wine market in the United States recorded an overall decline in volumes (-6.2%) and values (-5%), the UIV report highlights how Vino Nobile di Montepulciano stands out with positive performance: total sales grew by +4.8% in volume and +4.2% in value.
Particularly noteworthy is the result in the off-premise channel (home consumption), which saw an increase of +15.9% in volume and +16.8% in value. The on-premise channel (out-of-home consumption), while showing a slight decline overall, recorded growth in the higher price ranges (€30–49.99 and €50+), confirming the strong appeal of the product among premium consumers.
This is what the UIV observatory reports based on Sipsource data regarding wine shipments from American distributors’ warehouses for goods ready for consumption.
The UIV observatory data also reveal an interesting trend among consumers: the 21–39 age group accounts for 44% of volume, with a 12% increase compared to the previous year, indicating that Vino Nobile di Montepulciano is also winning over a younger, cosmopolitan audience. From a socioeconomic perspective, households with incomes between $75,000 and $124,999 make up the main segment (57% of volume), with a growth of 4.5%.
Analyzing sales channels, growth is particularly strong in Grocery and Liquor sectors, reinforcing Vino Nobile di Montepulciano’s presence in large-scale retail and specialty stores in the U.S. The Dining channel (restaurants) remains strategic, despite a slight contraction, confirming an evolving consumption phase. These results reward the targeted investments of the Consorzio del Vino Nobile di Montepulciano in promotion and market positioning in the U.S., which today represents the second international outlet with 35% of total exports.
Exports and Key Markets
The U.S. accounts for 35% of Vino Nobile di Montepulciano exports. The American market is experiencing strong growth and, compared to 2023, has increased to reach this 35% share.
Especially in recent years, thanks also to OCM operations, the Consorzio del Vino Nobile di Montepulciano has invested heavily in promotion in this country, which today—should tariffs come into effect—could risk losing a significant share of sales.
Overall, 2024 was a positive year in terms of value for the Vino Nobile di Montepulciano market. Regarding exports, last year accounted for 65.5% (compared to 66% in 2023), while the remaining 34.5% was sold in Italy.
At the national level, the trend of direct sales at wineries continues to grow and in 2024 surpassed 35%. For the domestic market, the main sales are recorded in central Italy (62%), particularly in Tuscany (42%).
In the north, 33% is sold, and in the south, 5.30%. Abroad, exports are split almost evenly between Europe and non-EU countries. In the Americas (North and South), 35% of exports go, while Europe (excluding Italy) accounts for 29.2%.
A truly significant figure is the share of organic Vino Nobile di Montepulciano, which in the Italian market represents 44.7% of sales, while internationally it accounts for over 50% of total sales.
