The wine market in the United States, the world's leading demand area, has closed in decline for the fifth consecutive year, with an estimated retail value of around $60 billion annually, of which approximately $8 billion is attributable to Italian wines. According to data from Italian Wine Union (UIV) on basis Sipsource, in 2025, overall sales in distribution – including supermarkets, wine shops, restaurants and clubs – decreased by 8,8% in volume and 7,2% in value.
In this scenario, Italy also closed the year in negative territory, but with a more moderate trend than the market average: -5,2% in volumes and -3% in values, against a backdrop heavily burdened by the crisis in US wines, which recorded declines of nearly 10% in quantities. Supporting the performance of Italian wines is above all the Prosecco, which grows by 3,7% in value and confirms its position as the absolute protagonist on American shelves, together with some historic red wine denominations such as Chianti Classico e Brunello di Montalcino DOCG (red wines)Most other PDOs, however, are struggling, despite Italy remaining a solid leader in imported wine consumption.
2025 also marks a symbolic shift in the sparkling wine category: for the first time, bubbles become the leading type in terms of value, with a 47,5% share in Italy, compared to 46% in France. This figure reflects a structural shift in American consumer preferences, increasingly oriented toward wines perceived as versatile and accessible.
According to the president of UIV, Lamberto FrescobaldiOver the past four years, overall volumes consumed in the United States have declined by approximately 20%, while Italian wines have reportedly limited the decline to around 12%. This situation is further complicated by the decline in purchasing power and price pressures: in December, prices recorded a year-on-year increase of around 4%, despite an average 10% reduction in Italian producers' price lists over the last six months. This misalignment, according to UIV, risks further squeezing demand and penalizing the entire supply chain, including American trade.
The analysis by type confirms that Italian sparkling wines are the only segment growing in value (+2,1%). Red wines limited their losses (-3,9% versus the overall -10,1% for the category), while white wines declined by 5,3%. The decline was more pronounced for rosés and aromatized wines, both down by about 20 percentage points. Sparkling wines now account for 40% of US spending on Italian wines, followed by whites (28%), reds (17%), aromatics (4%), and rosés (3%).
Geographically, Italian wine consumption in the US remains concentrated in the South (48%), followed by the Northeast (18%), West (17%), and Midwest (16%). Among competitors, France managed to hold values essentially stable (-0,2%), supported by white wines and the resilience of Champagne; Spain's decline was more pronounced (-4,7%). Among New World countries, only New Zealand limited losses (-2,9%), while Australia, Chile, and Argentina recorded double-digit declines. US wines, which represent 67% of consumption in value, closed at -8,6%.
Looking ahead, it becomes strategic for UIV to accelerate free trade agreements, given an increasingly closed US market. With Italian exports expected to close 2025 at a 9% decline in value, new partnerships – starting with Mercosur e India – represent not only an opportunity, but a necessity to reduce dependence on a central yet increasingly complex hub.
