Vino: primo positivo rimbalzo dell’export italiano negli Stati Uniti

Italian wine exports to the United States have seen a significant bounce, according to data from the European Commission processed by the Observatory of the Italian Union of Wines. In July, shipments of Italian wine increased by 9.5% in value and 1.3% in quantity. More importantly, the average price of Italian wines also rose by 8%, a crucial sign that could signal an end to the price-cutting practiced by producers in an attempt to neutralize tariff effects and maintain market positions.

"According to our predictions, a more robust asset could be recorded in August," explained the Observatory of the Italian Union of Wines, "It would be important because two consecutive months of growth in Italian wine exports to the US have not been seen since early 2025." Despite the July rebound, the trend in the US for the first seven months remains negative (-11%), but it is improving compared to June, when losses were 14%.

"It's too early to talk about a trend reversal," commented Uiv's general secretary Paolo Castelletti, "especially because US consumption has not yet resumed. However, this is a positive signal in view of major autumn events like Vinitaly in New York." European producers still face risks in the US, including new tariffs that could arise from an overcapacity investigation (which checks if a country is producing far more than its domestic demand) and skyrocketing inflation that is penalizing consumers' purchasing power.

It should also be noted that last year the introduction of tariffs in August was preceded by a wave of US purchases of wine to stock up before the tariffs took effect. These stocks influenced the reading of the data over the subsequent twelve months. Now, many believe that the warehouses have likely been exhausted, and buyers have resumed placing orders.

"The market in general and the American one in particular are undergoing profound transformation," commented the head of the Observatory of the Italian Union of Wines, Carlo Flamini. "Consumption is shifting, not only within the wine segment (sparkling wines, cocktails, ready-to-drink), but also towards different beverages such as hard teas (alcoholic teas with at least 5% alcohol) or kombucha made with cannabis, products that are more in line with the market's demand for portability and convenience.

Wine must adapt to these changes and rebuild a positive feeling among what remains the world's main market."