Why Italian Wine Brands Is Defying the Global Wine Slump—and Betting Big on Gen Z, New Markets, and No-Alcohol Trends
Italian Wine Brands is shaking up the global market in 2025, expanding to emerging regions and capturing Gen Z with bold innovation.
- 70+ brands under Italian Wine Brands’ portfolio
- 80% of sales come from exports
- 95 markets served worldwide
- $180m major acquisition of Enotitalia in 2021
Italian Wine Brands (IWB), one of the largest wine companies in Italy, isn’t just weathering the shake-ups in the global wine industry—they’re capitalizing on them. As global wine consumption sees dips in established markets, IWB’s ambitious expansion and sharp focus on innovation are setting it on track to become a true international leader for Italian vino.
The Milan-based, stock market-listed producer owns over 70 wine brands and manages five state-of-the-art bottling and cellar facilities. Despite ongoing challenges like shifting tariffs, economic headwinds, and changing generational tastes, IWB is reporting growth in both volume and turnover. So, what’s their secret sauce?
Q&A: How Is Italian Wine Brands Bucking the Downward Consumption Trend?
While traditional wine drinking is slumping in several regions, Italian Wine Brands is staying several steps ahead of the competition. A key driver is their dominance in high-performing categories—like sparkling wine and Prosecco, for which they are the second-largest producer in Italy.
Thanks to a flexible portfolio and the ability to produce numerous SKUs across multiple facilities, IWB tailors its offerings to every market and price point. From travel retail and supermarkets to horeca and independent shops, their products are everywhere wine lovers shop. This diversification lets them respond instantly to market shifts worldwide.
How Does IWB Navigate Global Markets—And Where Are They Growing?
With a presence in 95 markets, IWB is a juggernaut not just in Italy and the UK, but in Germany, the U.S., and Switzerland. They’re also racing ahead in emerging territories like Eastern Europe, Asia, Africa, and Latin America. Tourist-centric hotspots such as Cyprus, Malta, and Greece are gaining strategic focus, aiming to turn happy vacationers into loyal export customers once they return home.
IWB’s commitment to internationalisation—not just export—means physical subsidiaries or offices in hotspots like the U.S., Switzerland, the UK, China, New Zealand, and Brazil, enabling swift local action. They are equally bullish on growth opportunities across Poland, Bulgaria, Romania, Czech Republic, and Slovakia—markets posting double-digit increases, driven by evolving trends and tourism.
For more on the global wine market, check out Decanter and The Drinks Business.
How Is IWB Winning Over Gen Z and New Consumers?
IWB is laser-focused on the next generation of wine drinkers. Recognizing that Gen Z values less tradition and more innovation, the company is rethinking how wine is marketed: simpler messaging, clear focus on sustainability, quality, lower alcohol, and less sugar. They’re rolling out lines of zero-alcohol wines and ready-to-drink aperitifs designed to suit new lifestyles and social occasions, aiming to keep Italian wine relevant for younger consumers who might otherwise skip the category entirely.
The company is betting big on lower-alcohol options (9.5%–10% ABV) and food pairings for modern tastes—think sushi or poke, rather than classic pairings. The goal: make wine accessible and fun, not intimidating or stuffy.
How-To: Adapt to US Tariffs and Global Trade Challenges
IWB has had to be nimble in the face of US tariffs, which can send shockwaves through the supply chain. By negotiating closely with importers and distributors, the company spreads out the impact across its diverse offerings. While lower-priced wines are hit hardest, premium offerings can weather price bumps more easily, thanks to consumer loyalty and long-term relationships. When tariffs are eventually rescinded, established higher shelf prices can boost future margins.
Key takeaway: In uncertain climates, brands must stay close to partners and balance short-term profitability against long-term market presence.
What’s Next: Will No-Alcohol Wines Transform the Industry?
The buzz around low- and no-alcohol wine is real, with forecasts predicting the category could reach up to $6 billion globally in coming years. While still niche compared to the $220 billion total wine market, IWB is first out of the gate with sparkling, red, and white no-alcohol options—meeting demand before it peaks.
The company continues to invest heavily in R&D, watching for the micro-trends that will shape the market’s next phase. IWB is also keeping its eyes peeled for fresh mergers and acquisitions to strengthen its position on the global stage.
For more about Italian wine, visit Italian Wine Central. If you want to dive into trends and industry analysis, check Wine Business and Wine Spectator.
Ready to Taste the Future of Italian Wine?
- Keep an eye on IWB’s growing global brand presence in 2025
- Discover no-alcohol and low-alcohol wine options at your local retailer
- If you’re in the wine biz, study how IWB adapts to tariffs & global disruptions
- Watch for their innovative ready-to-drink and aperitivo launches
- Stay updated on emerging markets—they could be the next big thing
Stay ahead—follow the leaders driving the next wave of global wine innovation!
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