A sudden increase in the price of Italian wine bottles on American shelves. A drop in exports and a wave of overproduction that threatens to collapse domestic prices. This could be the scenario if the United States decided to introduce or increase duties on Italian wine , a measure that would represent a severe blow to the entire wine sector.
The alarm was raised by Andrea Pala, a Sardinian winemaker with experience in various Italian regions and a deep knowledge of the international market. "It's not just about large companies," warns Pala, "but a real threat for thousands of medium-small wineries, for which exports to the US are essential."
The United States has always been a key market for Italian wine. An increase in taxation would make Italian labels less competitive than those from countries such as Chile, Argentina and Australia, which would not be subject to the same customs treatment.
«With the same quality – explains the winemaker – many American consumers might choose different bottles just for a question of price, with a devastating impact on our sales».
The consequences would therefore be serious: fewer exports, lower demand from US importers and a production surplus that would be difficult to absorb on the domestic market.
«If supply in Italy increases and demand does not grow at the same pace, the risk is a drop in prices with negative effects on the entire supply chain, from producers to distributors», underlines the winemaker.
How to react to this scenario? According to Pala, Italian companies must equip themselves with concrete strategies: diversify markets by focusing on Asia, Northern Europe and Canada, strengthen their brand and the bond with the territory, and build direct relationships with American importers to contain losses.
But strong action is also needed from the institutions. "The consortia, the ICE, the regions and the Government must move together to strengthen the presence of Italian wine abroad, with fairs, promotional campaigns and targeted trade missions. And above all - he concludes - it is essential to maintain a constant dialogue with the European Union and the USA to avoid barriers that penalize a sector that is an excellence of Made in Italy and an economic and cultural heritage of our country".