Verona, Italy: Italian wine producers and U.S. importers are growing concerned about the future of Italian wines in the American market after former President Donald Trump imposed a 20% tariff on European imports.
Italy is the largest exporter of wine to the United States, selling about $2.2 billion worth of wine, spirits, and vinegar to the U.S. last year—roughly a quarter of its total exports, according to trade group Federvini.
At a recent wine fair in Verona, producers and importers shared that the impact of these tariffs is already being felt, and they fear the situation will worsen once the tariffs are fully enforced. Lamberto Frescobaldi, chairman of the Italian Wine Union, estimated the new tariffs could cost Italian wine producers around €330 million (roughly $350 million) annually.
Many in the industry are hoping that a deal between the U.S. and European Union can either reduce or eliminate the tariffs altogether. “We really hope the EU doesn’t retaliate. A trade war would be hard to navigate,” said Simone Luchetti, president of U.S. wine importer Banville, during the Vinitaly fair in Verona.
While Trump had once considered a much harsher 200% tariff, which was ultimately not imposed, the possibility of future increases still looms—especially if the EU retaliates by targeting American spirits like bourbon.
Luchetti, who imports well-known Italian wines like Brunello, Amarone, Prosecco, and Barolo, predicts a 25–35% drop in U.S. consumption and revenue for Banville due to the tariffs. Other importers echoed similar concerns, warning that some Italian wine brands may vanish from U.S. shelves altogether as consumers look for cheaper alternatives.
“If the price of a wine goes up, many consumers will stop buying that brand and choose something more affordable,” said Charles Leczara, a wine importer and founder.
