As the United States threatens to impose heavy tariffs on European wines, the Prosecco industry is sounding the alarm. On March 26, 2025, the presidents of three prominent Prosecco consortia—Giancarlo Guidolin of Prosecco Doc, Franco Adami of Conegliano Valdobbiadene Prosecco Docg, and Michele Noal of Asolo Prosecco Docg—issued a joint appeal to Italy's Minister of Agriculture, Francesco Lollobrigida, urging immediate intervention to address the crisis.
The looming tariffs, which could reach as high as 200%, have already led to a suspension of shipments of Prosecco to the U.S. market. This decision reflects the uncertainty faced by producers, who fear that the tariffs could significantly impact their businesses. "The choice to freeze orders has been driven by the uncertainty we are currently experiencing, even in the absence of a formal decision from the American administration," the consortium presidents stated in their letter.
Prosecco Doc alone exports approximately 130 million bottles to the U.S., accounting for about 23% of its total exports and generating a remarkable production turnover of around 500 million euros. The Conegliano Valdobbiadene Prosecco Docg targets the high-end Horeca sector, exporting over 3.5 million bottles, while the Asolo Prosecco Docg sends about 75% of its production to the U.S., which amounted to 32 million bottles last year.
In their urgent communication, the consortium leaders emphasized the severe consequences of losing access to the American market, which absorbs around 140 million bottles annually across the three denominations. They warned that such a loss would necessitate finding alternative markets, which could lead to a significant devaluation of their products, negatively affecting both economic and social aspects of their businesses.
While the situation appears dire, some industry voices maintain a more optimistic outlook. Renowned Italian winemaker Angelo Gaja, who exports about 80% of his production, including 20-22% to the U.S., expressed confidence in the resilience of Italian wines. In a recent interview, he remarked, "Italian products are beloved, and it will take time for American consumers to switch to Chilean or Australian wines." Gaja’s perspective highlights the enduring popularity of Italian wines, even amidst the potential challenges posed by tariffs.
The uncertainty surrounding the tariffs has prompted many importers to halt orders, further complicating the situation for Prosecco producers. "Our wines take several weeks to reach the U.S., and the prospect of tariffs increasing significantly during transit is a major concern," the consortium presidents noted. The potential for tariffs to be applied 'on the water'—meaning while the wines are en route to the U.S.—adds an additional layer of risk for importers and exporters alike.
In their letter to Minister Lollobrigida, the consortium leaders articulated the gravity of the situation, stating, "We are certain that you understand the seriousness of this issue, and we hope for your intervention to implement appropriate actions at both the national and community levels to resolve the problem." Their appeal underscores the importance of swift governmental action to mitigate the impact of the proposed tariffs.
As the situation develops, the Prosecco industry remains on high alert. The potential for a 200% tariff could drastically reshape the landscape of Italian wine exports, forcing producers to adapt quickly to changing market conditions. The industry is at a crossroads, with the outcome of this trade dispute potentially determining the future of one of Italy's most cherished products.
The looming tariffs are not just a financial concern; they represent a threat to the cultural heritage associated with Prosecco. The wine has become synonymous with celebration and enjoyment, and its absence from American shelves could have lasting repercussions for both producers and consumers. The consortium presidents have made it clear that the stakes are high, and the need for a resolution is urgent.
As the Italian government navigates this complex issue, the voices of the Prosecco producers will undoubtedly play a crucial role in shaping the response to the tariffs. The industry is united in its call for action, hoping to preserve not only their livelihoods but also the legacy of Prosecco as a staple of Italian culture and cuisine.
In the coming weeks, the outcome of negotiations and potential interventions by the Italian government will be closely watched by producers, importers, and consumers alike. The Prosecco community remains hopeful that a favorable resolution can be reached, allowing their beloved wine to continue flowing into American markets without the burden of crippling tariffs.
