The 57th edition of Vinitaly, Europe’s largest wine exhibition, commenced in Verona, bringing together industry stakeholders from around the globe to discuss the future of Italian wine exports in the face of challenging trade dynamics.

The environment is marked by uncertainty, with concerns surrounding potential tariffs on Italian wines imposed by the United States.

Industry leaders express both apprehension and determination to adapt strategies that could mitigate the impact of these measures.

Adolfo Rebughini, General Director of Veronafiere, noted the presence of approximately 3,000 American buyers, including 120 high-profile distributors, at the expo.

He emphasized the significance of dialogue between Italian producers and U.S. importers to navigate the changing geography of wine exportation.

The three-day event, running from April 6 to April 9, aims to facilitate negotiations and strengthen ties between American buyers and Italian winery representatives.

The theme of dialogue resonated throughout the event, with emphasis on the necessity of collaborative engagement among all sectors of the wine industry.

Alessio Planeta, CEO of Planeta Winery, highlighted the importance of a tranquil negotiation process that can lead to common interests and productive collaboration across the entire supply chain.

He advocated for a cooperative approach that encourages stakeholders to forfeit portions of their profit margins for collective benefit.

Francesco Mazzei, CEO of Marchesi Mazzei and President of the Maremma Toscana Consortium, acknowledged the looming threat of substantial tariffs, which he described as detrimental to the competitiveness of Italian wines in the U.S. market.

He suggested that while the current tariff discussions are challenging, an opportunity remains to diversify markets beyond the U.S.

In Sicily, where North America represents a significant export market, the sentiment among producers varies but leans towards optimism.

Mariangela Cambria, President of Assovini Sicilia, emphasized the allure of Sicilian wines within the American market and the importance of establishing enotourism as a strategy to enhance the visibility of Sicilian wines abroad.

Antonio Rallo, President of the Sicilia DOC Consortium, reiterated that American consumers are likely to continue their appreciation for Sicilian wines despite potential trade disruptions.

As part of their strategy, Sicilian wine producers are looking to expand their reach into countries such as Canada and the United Kingdom, potentially offsetting losses from the U.S. market.

The regional government, represented by President Renato Schifani, has expressed commitment to supporting the wine sector through initiatives designed to alleviate tariff-related pressures.

The impact of tariffs, particularly on popular price segments versus premium wines, is a prevalent concern among producers.

For example, wines from the Etna region stand at a critical juncture; while gaining international recognition, they are at risk of losing momentum due to tariff-related price hikes.

Francesco Cambria, President of the Etna DOC Protection Consortium, underscored the importance of institutional support to sustain competitive positioning in global markets.

Furthermore, concerns are growing regarding the potential shifting of wines between pricing tiers due to increased costs.

According to the UIV Observatory, the average export price for Italian wine to the U.S. is currently 5.35 euros per liter, with a significant portion of economical wines priced below the threshold that would allow them to remain competitive if tariffs increase.

Alessandro Nicodemi, President of the Abruzzo Wine Consortium, warned that additional tariffs could displace popular wines into the premium category, which may not have the capacity to absorb the influx from lower tiers, potentially jeopardizing their market viability.