€9.23 billion: this is the value of certified Italian wine, according to the 2025 Annual Report released by Valoritalia, Italy’s leading wine certification body. With 219 certified denominations accounting for 56% of the country’s quality wine production, the report offers a comprehensive snapshot of a sector that, despite global challenges, remains strong, competitive, and forward-looking.
In 2024, 2.019 billion bottles were placed on the market—slightly down from 2023 (-0.46%) but still 1.4% above the five-year average. Compared to 2019, pre-COVID, that’s over 110 million more bottles—a clear sign of the sector’s adaptability and resilience.
DOC Wines Rise, IGT and DOCG Slip
The report highlights a 2.7% increase in DOC wines, which now account for 58% of total certified production. In contrast, IGT wines dropped by 6.3%, and DOCG wines declined for the third year in a row (-2.3%). Red wine continues to lose ground (-6.8%), while sparkling wines remain a consumer favorite, with a 5% growth.
“The market is gradually realigning with actual demand,” said Giuseppina Amodio, Valoritalia’s Chief Operating Officer. “Today, the competitiveness of a denomination depends not just on its history, but on its ability to appeal to a new generation of consumers seeking versatility and authenticity.”
Structural Imbalances and the Need for Reform
A major concern revealed by the report is the structural imbalance among denominations. The top 20 out of 219 account for 86% of total wine bottled, while the bottom 139 barely reach 1.4%. Similarly, only 12% of wineries have revenues exceeding €50 million.
“This fragmentation demands a voluntary reform of the consortia system,” said Francesco Liantonio, President of Valoritalia. “Smaller denominations often lack the operational capacity to carry out essential functions like protection, promotion, and marketing. A new organizational model is needed to give voice and strength to local realities.”
U.S. Tariff Uncertainty and the Canadian Alternative
Fears over potential U.S. tariffs are already affecting the sector: bottle certifications fell by 3.3% in early 2025. In response, many wineries are pivoting to new markets—especially the UK, Japan, and Canada.
A special Nomisma Wine Monitor study conducted for Valoritalia surveyed over 2,000 consumers and 147 Italian wine exporters. The results? Italian wine is the top foreign choice in Canada, preferred by 51% of consumers, with imports reaching €442 million. Italian consumers prioritize origin, while Canadians focus more on brand recognition.
New Trends: Sparkling, Low-Alcohol, and Sustainability
Across both markets, there is growing interest in sparkling and low-alcohol wines (preferred by 70% and 65% of respondents, respectively). Canadian consumers are also more open to rosé wines and mixology, which 74% see as a rising trend (compared to 56% in Italy).
However, what unites both countries is an increasing focus on sustainability. For 81% of Italian and 74% of Canadian consumers, green certifications are a top priority when choosing wine. Among Italian producers, 42% have adopted sustainable practices, and 26% are certified according to an environmental standard.
Certifications Drive the Future – Sustainability Tops Organic
“In this uncertain environment,” said Denis Pantini of Nomisma, “certifications are increasingly vital. Sustainability—more than organic—is now the most promising driver of future wine consumption. And while low-alcohol wines are gaining traction, fully dealcoholized wines are not yet widely accepted in the Italian market.”
In summary, Valoritalia’s 2025 Annual Report paints a picture of an Italian wine industry that is stable, evolving, and increasingly focused on sustainable practices. But to remain competitive, the sector must also address its internal imbalances, invest in emerging markets, and continue building consumer trust through transparency and certification.
