Tariff Cost: $61 Million In 3 Months. Extraordinary Promotional Campaign Needed
Italian wine producers are absorbing the brunt of new U.S. tariffs, cutting margins in order to remain competitive in the American market. According to data from the Wine Observatory of the Unione Italiana Vini (UIV), the average export price of Italian wine to the U.S. dropped by 13.5% in July 2025 compared to the same month last year, falling from $6.52/liter to $5.64/liter.
Producers Shoulder a $61 Million Burden
According to the Observatory, since the new tariffs were introduced at the end of July, Italian wines have been hit with an additional $61 million in duties, representing roughly one-third of all extra costs borne by foreign wine imports in the U.S. France leads the impact ranking with $62.5 million, followed closely by Italy, with Spain further behind.
“Our wineries are sacrificing margins to stay on U.S. shelves,” said UIV president Lamberto Frescobaldi. “Italian wines are leaving cellars at lower prices, meaning producers themselves are shouldering most of the tariff burden.”
Concerns Raised Over ‘Speculative’ Retail Markups
UIV also raised concerns over unjustified retail price increases in the U.S., noting that many wines currently on store shelves come from pre-tariff stockpiles. “It is disappointing to see speculative markups that penalize both our producers and U.S. trade partners who oppose these duties,” Frescobaldi added.
A Strategic Campaign to Safeguard Market Share
To counter the impact of tariffs and safeguard market share, UIV is calling for an extraordinary promotional campaign starting in 2026. The initiative, supported by both public and private stakeholders, would spotlight the unique value of Italian wine not only in the U.S. but also in promising markets such as the UK, Canada, and Brazil.
Unione italiana Vini
UIV is the most influential association representing Italian wine companies: more than 800 members, accounting for more than 50% of the total turnover of wine in Italy and more than 85% of the export turnover of Italian wine.