During Milano Wine Week, NielsenIQ unveiled the latest edition of WiNeIQ, an analysis that captures the current state of the wine industry. The data confirm a well-established trend: people are drinking less, but choosing better. The search for meaningful experiences and a growing preference for quality wines - especially whites and sparkling wines - are shaping consumption both at home and in the on-trade channel.
The following analysis highlights key data and emerging trends in both the Italian and global wine sectors, offering insights that can help industry professionals identify where the next opportunities lie.
For distributors and international trade professionals, Italy offers a valuable vantage point for understanding how wine consumption is evolving worldwide. Trends that emerge here - where quality, experience, and authenticity are deeply rooted - often anticipate shifts that later shape global markets.
Wine in Italy: stable consumption and rising focus on value
In the mass retail sector, Italian wine generates an annual turnover of €3.1 billion, showing slight value growth (+0.6%) despite a drop in volume (–1.8%), for a total of 733 million liters. The market's resilience is supported mainly by Southern Italy, which recorded a +5.3% increase in value and nearly stable volumes.
Wine and sparkling wine are purchased by 21.8 million Italian households, representing 84.6% of the total, with an average annual spend of €137. Younger households, aged 30 to 44, remain the most dynamic segment, showing a strong inclination toward premium products and higher spending per purchase. Families over 55 continue to play a significant role as well, accounting for 29.7% of all wine buyers.
Among the main market drivers, younger generations - particularly millennials - tend to associate wine consumption with broader experiences, such as quality aperitifs, tastings, winery tours, and events that highlight the cultural and social value of wine, both in Italy and abroad.
Sparkling wines continue to expand in large-scale retail, reaching €784 million in sales (+1% in value, +2.2% in volume). Still wines generate €2.3 billion, though with a slight volume decrease. White wines and PGI designations show the strongest performance, while PDO wines remain stable in value and slightly lower in volume.
New trends in out-of-home consumption
Out-of-home wine consumption remains a strong driver of demand. Over the past three months, nine out of ten Italians have visited bars, restaurants, or wine bars - a higher rate than in other major European countries. However, forecasts for 2026 point to a slight slowdown, influenced by higher prices and reduced purchasing power. Nineteen percent of consumers expect to go out less often, compared to 13% who plan to increase their frequency.
Nonetheless, consumer habits reveal a consistent pattern: people go out less frequently but seek higher quality experiences. Two in three Italians say they are now more selective, prioritizing experience over frequency. As a result, wine continues to hold a central role in the on-trade, ranking among the top three most requested alcoholic beverages. The average bottle price ranges between €10 and €20, with an increasing share of consumers willing to pay more for premium labels.
The aperitif remains a key social ritual. For 85% of consumers, food pairing is essential, while 74% prefer local and artisanal products. Moreover, four out of five consumers say they are willing to pay a premium for an authentic, high-quality experience.
Wine shows stronger appeal among women aged 35 to 54, while Generation Z displays a more experimental approach, often choosing cocktails and beer. To engage this audience, more versatile formats or mixology-inspired concepts may prove effective, alongside low- and no-alcohol wines - still niche segments, but steadily growing in Italy.
Italian wine on the global stage
Globally, wine remains a key pillar of the beverage market, reaching a total value of $940 billion (+4% compared to 2024). Within this scenario, Italy continues to lead the world in both production and exports. The United States remains the top destination, accounting for over 40% of sparkling wine exports and 10% of still wine exports. Despite uncertainties related to tariffs, Italian exports have maintained stable prices and volumes.
Among emerging high-potential markets, Brazil and Mexico stand out. Brazil holds 44% of Latin America's wine market, with consumption steadily increasing, while Mexico records an average price above €10 per liter - an indicator of its shift toward premium positioning. Argentina also remains highly dynamic, with strong growth in value.
China represents one of the most promising markets for the future. Eighty-seven percent of Chinese consumers regularly visit bars and restaurants, and three in four decide to visit a venue after seeing it on social media. Moreover, 85% say they purchase at home a product they first tried out of home, highlighting the link between experience, discovery, and loyalty.
On a global scale, still wines represent 74.8% of total market value but show a slight decline (–1.4%), while sparkling wines remain stable (14.4% of total value). Low- and no-alcohol categories, however, are on the rise - up +17.1% for sparkling and +5.9% for still wines - confirming an emerging trend that reflects evolving lifestyles.
Emerging opportunities for wine producers and international distributors
The findings from NielsenIQ point to new opportunities for the wine industry and reveal that value growth today depends less on volume and more on the ability to interpret new patterns of consumption and communication.
For wine producers, this means investing in perceived quality and storytelling: promoting origin, authenticity, and brand identity is essential to stand out in an experience-driven market. The rapidly expanding wine tourism sector also represents a strategic channel to enhance visibility and build direct connections with consumers.
For distributors and importers, the main focus is to anticipate local preferences - from premium selections to low- and no-alcohol wines - and to develop an experiential approach to communication that combines storytelling, product expertise, and tasting opportunities.