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.

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