Italian wine exports to the U.S. are facing significant challenges. In just the third quarter of 2025, exports dropped by nearly €110 million compared to the same period in the previous year. This decline is primarily due to the 15% tariff imposed on European wines, a burden that Italian producers have had to absorb in order to stay competitive.
As a result, the average price of Italian wines sent to the U.S. dropped by about 15% during that quarter. Meanwhile, retail prices in U.S. stores have risen by approximately 4–5 points, further dampening demand, particularly during the critical Thanksgiving shopping period when sales remain sluggish.
The summer months were especially harsh for exports. From July through August, the value of wine exports to the U.S. plunged by 28%. Many Italian wineries resorted to discounting their products by around 17% to counter the effect of the tariffs, trying to maintain their market share. However, these efforts have not been enough to prevent the overall decline in sales.
These difficulties come at a delicate moment for Italian wine. While Italy remains one of the world’s top wine producers and exporters, the new tariffs are threatening to undo recent gains and disrupt long-term market strategies. The strain is being felt throughout the supply chain, from the vineyards to importers and retailers, as the increased costs of doing business with the U.S. are being passed down the line.
To help address this issue, there are calls for greater support from the European Union, including a proposal to allocate €100 million for promoting Italian wines internationally. However, many believe that additional measures are needed. A more coordinated effort to stabilize prices, without sacrificing competitiveness, will be crucial for Italy’s continued success in the U.S. market.
At the moment, the outlook for Italian wine exports to the U.S. remains uncertain. The industry faces one of its toughest periods in recent memory, and unless tariffs are lifted or demand rebounds, the future of Italian wine in the U.S. could remain in jeopardy.
