Italian Wine Trends: Old World Staples Making a Comeback in 2025

From the hills of Tuscany to dinner tables in the United States, Italian wines are poised to cover major ground in 2025. With younger consumers centering sustainability, storytelling, and sensory exploration in their food and beverage experiences, it’s no surprise Italian wine trends are making a splash across the U.S. and around the world. 

Italian wine trends in 2025: what you need to know 

When you think of Italy, what are some of the first things that come to mind? If you immediately start salivating at the thought of pizza, pasta, or wine, you’re in good company! For centuries, Italy has been known for producing quality food and beverages that balance tradition and innovation, and Italian wines are no exception. 

According to Tastewise, Italian wines like Sangioveses, Barolos, and Brunellos are taking center stage on a growing number of restaurant menus and inspiring new generations of wine-lovers to think outside the box when visiting their local liquor stores. Here are some of the top Italian wine trends shaking up the food and beverage landscape in 2025:

Native grape renaissance 

Novelty-seeking consumers are ditching international staples in favor of lesser-known indigenous varieties like Pecorino, Falanghina, and Grignolino. These native varietals tickle the tastebuds and spark conversation, making them the perfect selections for wine lovers looking to make a memorable impression when dining, entertaining, or gifting. 

Low-intervention wines

Natural, organic, and biodynamic wines are making major waves in F&B, especially among millennial and Gen Z audiences. With young consumers seeking clean-label and sustainable options, low-intervention Italian wine products offer the best of both worlds in a crowded market. 

Chillable reds

Chillable reds are enjoying a major moment in the global wine scene, and many Italian wine styles are perfect picks for consumers looking for a cooler way to enjoy their reds. Lighter-bodied red varietals from regions like Emilia-Romagna and Piedmont are perfect selections for wine-lovers looking to capitalize on the latest red wines trends and enjoy a chilled glass of red wine by the pool or on a patio. 

Orange wines

Orange wines have made a major impression in recent years on wine lovers new and old. As the popularity of skin-contact white wines has continued to surge, many Italian vintners in high-demand regions like Friuli and Sicily have responded accordingly by producing crisp, flavorful, and aesthetically pleasing orange wines to please any palate. 

Luxury lambrusco 

Against all odds, Lambrusco has managed to execute a first-rate re-brand from supermarket staple to trendy temptress. With dry, premium styles entering high-end wine bars and tasting menus, Lambrusco has made a major shift that parallels the changing ways the public views and consumes wine products.

Sparkling success 

It’s no secret that Champagne has long played a central role in a variety of celebrations and luxury experiences, but Prosecco has given this storied staple a run for its money in recent years. In response to changing Champagne trends and a growing interest in California sparkling wine trends, Italian producers are leveraging the prior success of Prosecco by offering metodo classico sparkling wines that give even the most notorious bubbly beverages a run for their money. 

Canned Italian wines

One of the many traits that set Italian wines apart is their versatility, with Italian vintners producing products for momentous occasions and everyday indulgences. Nowhere is this duality more evident than in the recent Italian canned wine trends. With DOC-certified wines now available in sleek, single-serve formats ideal for picnics and festivals, wine-lovers can enjoy a more elevated beverage experience – even on the go. 

Food-first favorites

What is a fine bottle of wine without a delicious meal to accompany it? Part of the longstanding appeal of Italian wines is their unique ability to perfectly complement foods with diverse flavor profiles. As younger generations turn their attention to full-spectrum culinary experiences, many styles of Italian wines are being reimagined to seamlessly complement the global wine trends fueling elevated dining experiences. 

Rosé all day

Rosé has been enjoying a long run in the spotlight on menus and in supermarkets around the world. Subsequently, Italian rosato is full-out thriving in the global marketplace, thanks largely to the evolving preferences of women and younger drinkers. Thanks to broader rosé wine trends, Italy’s export portfolio continues to expand so new consumers can enjoy reimagined versions of old world favorites. 

Stats and facts: Italian wine Ttends by the numbers

If you thought the Italian wine renaissance was destined to fizzle out after its meteoric rise, think again. According to real-time consumer data from Tastewise, Italian wine has consistently served as a topic of conversation on social media over the last 2 years, and its social index score continues to climb. Here are a few other facts and figures that underscore consumers’ growing interest in Italian wine products: 

• Social media discussions about Italian wines have been enjoying 0.97% YoY growth in 2025 
• Italy exports roughly $2 billion worth of wine to the U.S. each year 
• The natural wine market in the United States is expected to grow at a CAGR of 10.2% from 2025 to 2030
• Wine consumers’s social media conversations are particularly focused on products from Tuscany and Sicily, but smaller regions are also making major impressions 
• Sangiovese, Chianti, and Brunello are covering the most ground on modern menus 
• Red wine vinaigrettes and other wine sauces are in-demand recipe ingredients among food and wine lovers 

Recent insights from consumer intelligence platforms make clear that Italian wines and related products are making major impressions online and IRL, and consumer demand for innovative international products is only expected to grow in the years to come. 

Does the Italian wine market face any challenges?

Despite the growing enthusiasm, Italian wine producers are not without obstacles. Some of the most pressing challenges producers and distributors will have to contend with in the months and years ahead include: 

• Climate change: Warmer temperatures are altering harvest timelines and impacting the acidity and balance of wines in regions like Chianti and Veneto. Producers will have to find effective ways of navigating around the uncertainty associated with a rapidly changing climate.
• Market saturation: With thousands of wine labels in Italy, standing out in international markets can pose a variety of challenges, many of which can be offset by a solid investment in effective marketing strategies.
• Generational gaps: Traditional producers sometimes struggle to appeal to younger drinkers, particularly if they are overly-attached to traditional approaches to production, marketing and distribution. With younger generations taking bigger leaps in their wine choices, some old world producers will need to take a new world approach to stay competitive in a crowded market. 
• Label complexity: Native grape names and unfamiliar varietals can confuse new consumers so enhanced brand education and story-focused marketing will likely be required to help reach new audiences. 
• Distribution hurdles: Smaller producers often face barriers entering global markets due to import restrictions, pricing models, and supply chain issues. Given recent uncertainty surrounding import tariffs in the U.S., it’s likely that Italian wine producers will need to get proactive about overhauling their export protocols. 

Despite some looming questions and confusion in a rapidly-changing global market, Italian wine products have stood the test of time up until now and will likely continue to do so moving forward. 

The future of Italian wine

Looking ahead, Italian wine trends are expected to lean into authenticity, accessibility, and innovation. By marrying the best of traditional winemaking practices with the latest buzz-worthy white wine trends, red wine trends, rosé trends and more, Italian wine stands to continue making a major impression on the food and beverage industry around the world. 

Moving forward, we can likely expect to see more restaurants and retailers offering Italian wine products and CPG companies finding new and innovative ways to package, brand, and market these old world products for a new generation. From canned wine blends to sparkling and chilled red varietals, we will likely see Italian wines showing up in big, bold ways throughout the rest of 2025 and beyond.   

Final thoughts

They say “ff it ain’t broke, don’t fix it,” and Italian wine is a perfect example of what consistency looks like in the food and beverage industry. Consistency doesn’t have to be boring, however, and Italian winemakers are up to the task of making the old standbys new again. From the resurgence of obscure varietals to bold packaging and storytelling strategies, Italian wine is not just a product — it’s an intergenerational experience. 

Whether you’re a sommelier, distributor, foodservice buyer, or curious consumer, keeping up with Italian wine trends means understanding the unique intersections of taste, tradition, and transformation. With real-time insight from Tastewise, you can stay one step ahead of the latest consumer data and keep your finger on the pulse of emerging wine marketing and other trends. Understanding your base and our rapidly shifting market is key to delivering memorable product experiences to consumers of all ages, backgrounds, and palates.