Exports to the US, the leading market outside Europe, fell by 15.4% over the first four months of 2026 due to tariffs, a weaker dollar and declining consumption.
Record stocks, consumption in decline and export under pressure push more and more companies to downgrade the wines to find outlets. Castelletti (Uiv): "One bottle out of 5 downgraded: there is an erosion of value for half a billion of value on the annual potential"