Competitive Landscape
Caviro and Gruppo Italiano Vini Secure Leadership Amid Fragmentation
Wine in Italy remains distinctly fragmented in 2025, as the environment continues to be characterised by a wide array of regional producers and niche labels. CAVIRO (Cooperative Agricole Viti-Frutticoltori Italiani Riuniti Organizzati Scarl) maintains the largest off-trade volume share at 5%, and Gruppo Italiano Vini Spa holds the second position with a 3% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Italy?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Italy - Category analysis
Key Data Insights
Wine Summary
Weak Economy and Shifting Drinking Occasions Dampen Sales
Santa Cristina and Masseria Sette Archi Adapt to Lighter Drinking Occasions with New Launches
Caviro Captures Value-Driven Drinkers as Sparkling Wine Outpaces Champagne in a Polarised Environment
Shifting Drinking Occasions Favour Lighter and Sparkling Styles
Still Light Grape Wine Maintains Dominance as Non-Alcoholic Wine Gains Traction
Caviro and Gruppo Italiano Vini Secure Leadership Amid Fragmentation
Supermarkets Leverage a Wide Product Range and Promotions to Maintain Volume Share
E-Commerce Capitalises on Demand for Niche and Local Wines
Alcoholic Drinks in Italy - Industry Overview
2025 Developments
Key Data Insights
Rtds, Non-Alcoholic and Cider/Perry Are Standout Performers as Mindful Drinking Curbs Consumption
Players Respond to Mindful Drinking with Low Abv Craft Launches
Microbreweries Capture Mindful Consumers with Innovative Low Abv Beer
Mixology and Mindful Rituals Reshape Demand as Incomes Stabilise
Innovation in Low and Non-Alcoholic Launches Drives Rtds and Cider Surge
Heineken Italia and Birra Peroni Adapt with Innovation as Competition Intensifies
Supermarkets Expand Brand Variety to Capture More Shoppers
Retail E-Commerce Accelerates Niche Brand Growth and Consumer Choice
Price Sensitivity and Mindful Drinking Reshape On-Trade and Off-Trade Balance
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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