In response to potential tariffs from the European Union indicated by former President Donald Trump, U.S. importers have been accumulating Italian Prosecco at an unprecedented rate. According to data from the wine industry, the import of this sparkling wine, which comprises 90% of all Prosecco sold in the U.S., surged by 41% in November following Trump’s election. This increase far surpasses the actual consumer demand, as importers look to secure their stock for future sales, as reported by the Union of Italian Wines.
Lamberto Frescobaldi, the president of the trade association, remarked that it was reasonable to anticipate additional shipments at the year’s end, given the ambiguity regarding potential tariffs on Italian wines. He noted that consumers might reduce their purchases of such luxury items if prices were to rise steeply because of tariffs. “Can we survive without a glass of wine? Yes. Wine is a pleasure,” Frescobaldi elaborated in a recent statement.
Last weekend, Trump announced that he would soon impose tariffs on the EU, although he did not specify when or how they would be implemented. He previously applied tariffs on imports from Mexico and Canada but postponed those actions for 30 days. On Tuesday, a new tariff impacting Chinese imports went into effect.
During Trump’s first term, Italian wines evaded tariffs, yet Prosecco importers and distributors are now taking strategic measures to safeguard their market position. Italy exports roughly one-quarter of its wine to the United States, making this sector uniquely vulnerable to potential tariffs compared to other Italian export goods, according to the trade federation. Last year alone, Italian wine exports to the U.S. were valued at 1.9 billion euros (approximately $1.97 billion).
Prosecco secured its position as the leading Italian wine in the United States in the past year, accounting for nearly 40% of total sales. Early signs of concern over the market began even before Trump’s election, as Prosecco shipments to the U.S. rose by 17% in the first 10 months of 2024. This growth contrasts sharply with the more modest single-digit increases in shipments to the UK and Germany, and it significantly outpaced the U.S. consumption rate of Prosecco, which saw only a 0.6% increase during that period.
Giancarlo Guidolin, president of Prosecco DOC consortium—the largest of the three consortia producing Prosecco in Italy—expressed surprise over the substantial figures, noting that there appeared to be an uptick in stock levels in warehouses. Additionally, a potential port strike anticipated in January may have contributed to the heightened deliveries, according to Dina Opici, chairwoman of the Wine & Spirits Wholesalers of America.
Opici stated, “That said, obviously taking into consideration that there could be impending tariffs as well, I think it probably gave people a higher comfort level in making that investment.” Overall, the actions taken by importers reflect a proactive approach to safeguard against a fluctuating market affected by political decisions.
