Italian wine producers are bracing for major losses in the U.S. market after President Donald Trump imposed a 20% tariff on European imports, threatening the future of iconic labels like Prosecco and Brunello and sparking fears of a sharp decline in American consumption.
The future of Italian wine exports to the United States—especially celebrated labels such as Prosecco and Brunello di Montalcino—is facing growing uncertainty, as producers and importers respond to President Donald Trump's newly imposed 20% tariff on European wine imports.
Italy is the leading wine exporter to the U.S., having shipped €2 billion (approximately $2.2 billion) worth of wine, spirits, and vinegars to the American market last year. This accounts for roughly a quarter of Italy’s total global wine exports, according to the industry group Federvini.
Gathering at the Vinitaly wine fair in Verona over the weekend, Italian producers and U.S. importers voiced mounting concerns that even the anticipation of the tariffs has begun to hurt business—an impact expected to worsen once the duties are fully enforced.
Lamberto Frescobaldi, chairman of the Italian Wine Union, projected that the tariffs would result in an annual revenue loss of around €323 million for Italy’s wine sector.
Many in the industry are now pinning their hopes on a potential agreement between the European Union and the United States that could roll back or reduce the tariffs.
“Hopefully, the EU will not retaliate—a trade war would be difficult to navigate,” said Simone Luchetti, president of U.S. importer Banville, during the Verona fair.
Although the industry avoided the 200% tariffs that President Trump had previously threatened, the possibility remains on the table—particularly if European countermeasures target U.S. goods such as bourbon whiskey.
Falling Demand, Higher Prices
Luchetti, whose company imports a range of Italian wines including Brunello, Amarone, Prosecco, and Barolo, estimates a 25% to 35% drop in U.S. consumption and in Banville's revenues under the current tariff structure.
Other importers warned that American consumers may turn away from certain wine brands if prices rise too sharply, leading to fewer Italian labels on the shelves.
“If the price of a wine increases, consumers are likely to abandon that brand. Most will stick to their usual price range,” said Charles Lazzara, founder of U.S. importer Volio Imports.
According to Lazzara, the cost of a mid-range Prosecco bottle could increase from $10.99 to $12.99. Luchetti echoed the concern, noting that Prosecco bottles currently priced at $14–18 may rise to $20, risking a sharp drop in sales.
Marilisa Allegrini, founder of the Allegrini Group—which produces 840,000 bottles a year including Brunello di Montalcino, Bolgheri, Valpolicella, and Amarone—warned that the situation may accelerate a consumption crisis already under way in the U.S.
“Wine consumption in the U.S. was already in decline, and the tariffs have only intensified that trend,” she said.
European foreign ministers signed the Lviv Statement supporting a special tribunal and a U.S.-backed ceasefire, during a visit to Ukraine that included a memorial tribute to fallen soldiers.
White House economic adviser Kevin Hassett said on Friday that early signs ahead of this weekend’s U.S.-China trade talks in Switzerland appear positive, with both sides showing mutual respect and a constructive tone.
A new U.S.-supported initiative to deliver humanitarian aid into Gaza is expected to start operating shortly, U.S. Ambassador to Israel Mike Huckabee said Friday, though specific details are yet to be made public.
U.S. President Donald Trump signaled support for steep tariffs on Chinese imports, calling 80% levies “right” ahead of high-level trade talks in Geneva aimed at easing escalating tensions between Washington and Beijing.
Kazakhstan and Pakistan signed a series of trade and transit agreements during a high-level business forum in Karachi, paving the way for expanded commercial cooperation and long-term logistics development between the two countries.
European foreign ministers signed the Lviv Statement supporting a special tribunal and a U.S.-backed ceasefire, during a visit to Ukraine that included a memorial tribute to fallen soldiers.
White House economic adviser Kevin Hassett said on Friday that early signs ahead of this weekend’s U.S.-China trade talks in Switzerland appear positive, with both sides showing mutual respect and a constructive tone.
A new U.S.-supported initiative to deliver humanitarian aid into Gaza is expected to start operating shortly, U.S. Ambassador to Israel Mike Huckabee said Friday, though specific details are yet to be made public.
U.S. President Donald Trump signaled support for steep tariffs on Chinese imports, calling 80% levies “right” ahead of high-level trade talks in Geneva aimed at easing escalating tensions between Washington and Beijing.
Kazakhstan and Pakistan signed a series of trade and transit agreements during a high-level business forum in Karachi, paving the way for expanded commercial cooperation and long-term logistics development between the two countries.
India has fired a series of missiles into Pakistani-controlled territory, in what it has described as “Operation Sindoor”
For the first time in history, an American has been chosen to lead the Catholic Church, as Cardinal Robert Prevost is named pope.
Discover every major VE Day 80 event in Britain, 5‑8 May 2025—from London’s parade and fly‑past to street parties, concerts and museum exhibitions.
Chinese e-commerce platform Temu has announced it will no longer sell goods directly from China to U.S. customers, shifting instead to U.S.-based sellers amid the closure of a long-criticized customs loophole.
Cardinals from 70 nations have gathered in Vatican City to begin the historic conclave to elect the next pope, following the death of Pope Francis 17 days ago. This conclave is the most geographically diverse in Church history, showcasing Francis’ legacy of inclusivity.
European foreign ministers signed the Lviv Statement supporting a special tribunal and a U.S.-backed ceasefire, during a visit to Ukraine that included a memorial tribute to fallen soldiers.
White House economic adviser Kevin Hassett said on Friday that early signs ahead of this weekend’s U.S.-China trade talks in Switzerland appear positive, with both sides showing mutual respect and a constructive tone.
A new U.S.-supported initiative to deliver humanitarian aid into Gaza is expected to start operating shortly, U.S. Ambassador to Israel Mike Huckabee said Friday, though specific details are yet to be made public.
U.S. President Donald Trump signaled support for steep tariffs on Chinese imports, calling 80% levies “right” ahead of high-level trade talks in Geneva aimed at easing escalating tensions between Washington and Beijing.
France and Poland will sign a groundbreaking treaty on Friday to deepen cooperation on defence and energy, signaling a growing alignment among European nations.
European foreign ministers signed the Lviv Statement supporting a special tribunal and a U.S.-backed ceasefire, during a visit to Ukraine that included a memorial tribute to fallen soldiers.
White House economic adviser Kevin Hassett said on Friday that early signs ahead of this weekend’s U.S.-China trade talks in Switzerland appear positive, with both sides showing mutual respect and a constructive tone.
A new U.S.-supported initiative to deliver humanitarian aid into Gaza is expected to start operating shortly, U.S. Ambassador to Israel Mike Huckabee said Friday, though specific details are yet to be made public.
U.S. President Donald Trump signaled support for steep tariffs on Chinese imports, calling 80% levies “right” ahead of high-level trade talks in Geneva aimed at easing escalating tensions between Washington and Beijing.
Kazakhstan and Pakistan signed a series of trade and transit agreements during a high-level business forum in Karachi, paving the way for expanded commercial cooperation and long-term logistics development between the two countries.
You can download the AnewZ application from Play Store and the App Store.
What is your opinion on this topic?
Leave the first comment