Gavi Docg closes 2025 with 14 million bottles sold, confirming its strength on international markets and surprising with a small but meaningful recovery in Italy. With more than 12 million bottles exported—91% of total production—the denomination reaches Europe, North America, Asia and the Middle East. The UK remains the top market, followed by the United States and Germany, while China posts an impressive leap: from fewer than 10,000 bottles in 2023 to over 100,000 in 2025.
The domestic market is also showing signs of renewed vitality, driven by Piedmont and by wine tourism. Meanwhile, global distribution channels are rebalancing between retail and Horeca, with the latter growing strongly. A picture that, as president Maurizio Montobbio highlights, confirms the solidity of Gavi and opens new prospects for the future of the denomination.
Exports continue to drive the Gavi Docg denomination
Gavi Docg confirms its status as one of Italy’s most appreciated white wines abroad. In 2025, the UK alone absorbs 7 million bottles—over 60% of total exports. The United States remains a strategic market with more than 1.5 million bottles, while Germany holds third place. Russia, Ireland and Malta continue to ensure stable volumes, and Canada grows by 43% compared to 2023. The United Arab Emirates also consolidate their role as the main Middle Eastern market. In Asia, Japan remains the leading destination, but China stands out with growth that brings its share to 0.82% of the total—clear evidence that Gavi is gaining ground even in the most dynamic markets.
Italy: a market that is moving again
After ten years of steady decline, domestic consumption is rising again, surpassing one million bottles. Piedmont remains the core of the Italian market, increasing from 42.46% in 2023 to 44.19% in 2025. Other northern regions follow with 40.96%, while central and southern Italy maintain smaller shares. The modest Italian recovery is largely driven by wine tourism: more and more consumers are choosing to discover Gavi directly in the cellar, a channel that is becoming central to the relationship between producers and the public.
Retail and Horeca reshape distribution dynamics
Globally, large-scale retail remains the main sales channel but is losing ground: from 58% in 2023 to 52% in 2025. Horeca, on the other hand, rises from 42% to 48%, reflecting a shift toward more experiential and quality‑driven consumption. This trend is echoed in the words of Maurizio Montobbio, president of the Consorzio Tutela del Gavi, who stresses how the denomination has shown resilience despite international crises, tariffs and conflicts, thanks to the joint efforts of producers, the Consortium and institutions. Gavi—classic yet contemporary—continues to appeal to diverse and increasingly demanding consumers. The domestic growth, though limited, shows that there is still room to enhance the wine’s value in Italy, also through wine tourism, now one of the main drivers of experiential consumption.
A clear identity to face future challenges
Looking ahead, Montobbio emphasizes the importance of maintaining a strong identity, constant attention to quality and a price‑to‑quality ratio that has long been one of the denomination’s strengths. In a global market that is constantly evolving, Gavi Docg stands out as solid, recognizable and ready to seize new opportunities.
