Italian wine breathes a sigh of relief over the new U.S. tariff system — but remains on alert. While the confirmation of a flat 10% duty is seen as a less punitive signal compared to earlier scenarios, new U.S. investigations into trade practices linked to production overcapacity risk reigniting uncertainty in one of the most strategic markets for Made in Italy. According to Unione Italiana Vini, the impact of the past 14 months of U.S. tariffs is already severe: Italian wine exports to the United States have lost 16% of their value, amounting to a contraction of €360 million.
U.S. tariffs at 10%: a positive sign that doesn’t erase concerns
The U.S. administration has confirmed the introduction of comprehensive 10% tariffs on most products originating from the European Union.
For the wine sector, the measure is considered less damaging than the scenarios outlined in previous months. However, the decision comes alongside new investigations into allegedly unfair practices and production overcapacity — a development that fuels fresh concerns among industry operators.
The fear is that these inquiries could lead to further tariff increases, further undermining the competitiveness of European wine in the U.S. market.
Commenting on the new landscape is Lamberto Frescobaldi, president of Unione Italiana Vini:
“The new flat 10% tariffs are slightly more favorable than the previous ones. This is reassuring, but the investigations into production overcapacity are worrying, as they could generate additional duties. The hope is that this second decision remains within the scope of last August’s EU–U.S. agreement and does not exceed the 15% cap. If there was a chance to stabilize commercial relations once and for all, referring to these investigations risks fueling uncertainty at a time when the dollar’s depreciation and declining purchasing power are already hurting wine significantly. We are confident that our Government and Brussels will take this into account.”
Uiv analyzes the new U.S. tariff framework: Italian wine loses €360 million in 14 months
The data compiled by the Uiv Observatory paints a stark picture.
From the so‑called Liberation Day in April 2025 to today, Italian wine in the United States has recorded a 16% drop in sales value compared to the previous period.
This reduction corresponds to roughly €360 million in losses in what remains the world’s most important market for Italian wine.
At the end of 2024, exports to the U.S. were close to €2 billion, accounting for nearly a quarter of Italy’s total wine exports. Since then, sales have fallen to €1.76 billion — a significant contraction for a market considered strategic by all major Italian denominations.
Italian wine exports to the U.S.: 2026 marks the worst results since 2017
The first five months of 2026 have been particularly challenging. According to Uiv, this is the worst performance since 2017 in both real sales value and exported volumes.
Still bottled wines are suffering the most. Red wines are down 18%, while whites have fallen 17%.
Sparkling wines are also slowing, with an 11% decline.
This confirms that the downturn is not limited to specific categories but affects much of Italy’s wine offering across the board.
The difficulties are especially pronounced in the more accessible price ranges.
The wines most affected are those with an ex‑cellar price below €6 — a category that represents over 80% of Italian production destined for the U.S.
This segment is highly exposed to fluctuations in purchasing power, inflation, and consumers’ growing focus on overall spending.
The combination of U.S. tariffs, dollar depreciation, and reduced American consumer spending is therefore hitting hardest the products that traditionally make up the bulk of Italian wine exports.
Paolo Castelletti, Uiv secretary general: “Wine needs an extraordinary promotion budget”
For Uiv secretary general Paolo Castelletti, the sector now needs concrete support to face a situation that risks worsening:
“Since the introduction of tariffs, Italian and European wine have not been able to stabilize sales with the United States. Some sectors have shown they can commercially withstand tariffs, but the same cannot be said for wine, which is a discretionary good and therefore more exposed to savings by a demand already declining in consumption volumes. Wine needs help today — it requires an extraordinary budget for international promotion, starting with the U.S.”
