Italian wine sales are slowing: bottling volumes down 5.4% in 2026. Smaller appellations are suffering the most. Following the 2.1% decline recorded in 2025, the first five months of the year confirm the slump in consumption. DOC and DOCG wines are holding steady, sparkling and white wines are growing, while red wines are down by more than 13%.
The Italian wine industry continues to slow down. Following a 2.1% decline in bottling volumes in 2025, the first five months of 2026 saw a further drop of 5.4%, confirming a difficult period affecting much of the supply chain. This is the most significant finding from Valoritalia’s 2026 Annual Report, presented today in Rome.
What is cause for concern is not only the decline in volumes, but the structural nature of the phenomenon. According to Giuseppe Liberatore, general manager of Valoritalia, all the indicators analyzed—from the samples sent to laboratories to the quantities bottled—suggest that this is not a temporary decline and that there are no visible signs of a rapid reversal of the trend.
DOC and DOCG Hold Steady, While IGTs Plunge
The analysis also reveals a sector moving at different paces, highlighting an increasingly polarized market. In 2025, DOC and DOCG wines held their ground, growing by an average of 1%, while IGT wines declined by 11%. Sparkling wines (+1.7%), rosés (+5.7%), and still white wines (+6.3%) continue to grow, while red wines have seen a decline of more than 13%.
The Strength of the Largest Denominations
The data show that larger appellations and more structured consortia are better able to weather market turbulence. Micro-designations, on the other hand, are more exposed to fluctuations in demand and economic difficulties. This snapshot reignites the debate on the need for consolidation and tailored tools to support the most vulnerable regions.
The Issue of Overproduction
According to Francesco Liantonio, president of Valoritalia, the sector must address the issue of excess production capacity without delay. “The decline in consumption has been evident globally for decades now,” he noted, emphasizing the need for tailored policies for businesses and regions and a more equitable distribution of margins throughout the supply chain.
Sustainability as a Competitive Advantage
In terms of future prospects, sustainability remains one of the few drivers of growth recognized by both consumers and industry professionals. According to the Nomisma-Wine Monitor study presented during the event, two out of three Italians consider sustainability important even when choosing wine tourism destinations. This is a sign that confirms the growing influence of environmental and social issues on consumer choices.
Technology and Data to Manage Change
To respond more quickly to market changes, Valoritalia is focusing on digitalization. The Tessa platform, developed in collaboration with Microsoft and Eos, enables the real-time processing of millions of data points from certification processes, providing consortia and companies with more effective tools to plan their offerings and anticipate market challenges.
