In recent years, Prosecco has consolidated its position as one of the main drivers of Italian wine exports, registering significant growth in both volume and value. In 2024, Italian wine exports reached 6.75 billion euros in the first ten months, an increase of 5.75 percent over the same period last year. Of this increase, a significant portion is attributable to sparkling wines, particularly Prosecco, which saw a 12.7 percent increase in value, reaching 1.51 billion euros.
The U.S. market is confirmed as the main recipient of Italian Prosecco, with 42.9 million bottles imported between January and April 2024, accounting for 24.5 percent of global Prosecco exports during this period. This success is partly due to the growing popularity of Prosecco Rosé, which recorded a 20 percent increase in global sales, reaching 60 million bottles sold in 2024.
However, the Italian wine sector faces significant challenges. Despite growth in exports, domestic wine consumption in Italy is declining, from 29.3 million hectoliters in 2003 to 21.8 million in 2023. This decline is attributable to demographic changes and new consumption habits, with a growing preference for low-cost wines and an increase in wine consumption during aperitifs rather than at traditional meals.
In addition, the sector faces uncertainty related to international trade policies. In November 2024, Italian sparkling wine exports to the United States increased by 41 percent, a surge attributed to importers’ rush to stock up in anticipation of possible tariffs imposed by the U.S. administration. This situation highlights the sector’s vulnerability to fluctuations in global trade policies.
Despite these challenges, Prosecco continues to drive Italian wine exports, contributing significantly to the national economy and strengthening the presence of Made in Italy in international markets. To maintain this momentum, it will be crucial for Italian producers to adapt to changing market dynamics, innovate in marketing strategies and diversify export markets, paying attention to emerging trends and consumer preferences.