Vinitaly 2025 opened in Verona with the spotlight on a critical issue for Italy’s wine export sector: the new U.S. tariffs. Amidst the energy of an international trade fair — 4,000 exhibitors and 30,000 foreign buyers, including over 3,000 from the United States — the dominant theme is far from celebratory. The mood among the stands is one of strategic focus: how can Italian producers respond to the new U.S. customs duties and protect one of the most dynamic sectors of the Made in Italy brand?
The new trade scenario: Tariffs and global uncertainty
The U.S. administration has imposed new tariffs on several European products, including wine — a decision that weighs heavily on a sector that exported more than €2 billion to the United States in 2024 alone, Italy’s top non-EU market. According to preliminary estimates by the Italian Wine Union (UIV), the new duties could lead to a 15% drop in sales on the U.S. market, amounting to a potential annual loss of €330 million.
Buyers are still here — but cautious: the market is not lost, but it needs to be managed
Despite the new scenario, the presence of more than 3,000 U.S. buyers at Vinitaly confirms the continued strong interest in Italian wines. However, with shrinking margins and fierce international competition, Italian wine producers cannot afford to stand still. On the contrary: a clear, professional, and long-term strategy is now more essential than ever.
Concrete steps every winery should consider
This phase of uncertainty is a decisive test for wine producers: those who act swiftly and strategically will not only weather the storm but may emerge even stronger on international markets.
Here are four key areas to focus on immediately:
- Assess the impact of the new U.S. tariffs and renegotiate ongoing distribution and supply agreements to share the additional burden and preserve long-term relationships with U.S. importers;
- Revisit your positioning strategy to target U.S. market segments that are less sensitive to price increases;
- Update your sales, supply, and distribution contracts to reflect the new commercial landscape for future export operations;
- Diversify export markets by strengthening your presence in Asia, South America, and Africa to mitigate the effects of U.S. trade restrictions.
Tariffs as a wake-up call, not just a barrier
The U.S. measures should be seen not only as a threat but also as a wake-up call. Too often, companies approach internationalization without a solid contractual framework or without properly managing country-specific risks. Today’s scenario calls for a strategic shift: only those who are properly structured can safeguard — and grow — their export business.
Our support for wine exporters
Bacciardi Partners has set up a dedicated task force to assess case-by-case impacts and identify strategic solutions for businesses currently exporting to the United States or planning to enter non-EU markets.
Do not hesitate to contact us for personalised advice and to learn more about how these measures may affect your business.