How Wineries Can Sell Their Sparkling Wines Abroad: Strategies and Regulations
Italian sparkling wines are a pillar of national wine exports, showing constant growth and surpassing other wine categories. This article provides an essential guide for Italian wineries looking to expand their international presence with their sparkling wines, also offering valuable information for foreign importers. From market dynamics to operational challenges and opportunities, we will explore strategies for global success, with a particular focus on the specific regulatory and customs requirements for this segment of excellence. In-depth information: OIV — International Organisation of Vine and Wine.
Why Do Italian Sparkling Wines Lead Made in Italy Wine Exports?
Italian sparkling wines represent the main engine of Italian wine sales abroad, consistently outperforming other categories like still wines. Over the past decade, exports of Italian sparkling wines have seen significant growth, increasing from approximately 2.7 million hectoliters in 2015 to about 5.6 million hectoliters in 2024. This positive trend was particularly pronounced in 2024, with increases of 12% in volume and 8.9% in value, highlighting strong global demand.
Which Markets Show Growth for Italian Sparkling Wines?
Exports of Italian sparkling wines have registered notable growth in key markets. Between January and November 2022, the United Kingdom saw an increase of 78.5%, Canada by 26.5%, Japan by 25.4%, and the United States by 25.1%. France also contributed with a +18.6% increase, confirming the international popularity of Italian sparkling wines.
Which Traditional Markets Show Fluctuations for Italian Sparkling Wines?
Despite general growth, some traditional markets have experienced declines. Between January and November 2022, Germany saw a drop of 0.4% in sparkling wine imports, while China registered a contraction of 7.7%. In the first nine months of 2025, markets such as the United States (-2% in volume, -4% in value), the United Kingdom (-1% in volume, -2% in value), and Germany (-3% in volume, +2% in value) showed mixed trends, with an improvement in September but not enough to offset previous decreases. Asti Spumante, in particular, recorded a double-digit decline (-15% in volume, -11% in value) in the first nine months of 2025.
Where is Italian Sparkling Wine Production Innovating?
Innovation in Italian sparkling wine production extends to new regions and grape varieties. Sicily, particularly in the Etna DOC district, is expanding its offering of sparkling wines based on indigenous grapes. Sardinia is also exploring the potential of bubbles, using both Vermentino grapes and indigenous varieties, with research projects presented at Vinitaly 2024.
How to Position Italian Sparkling Wines in the International Market?
For Italian wineries aiming for export, positioning their sparkling wines in the medium-to-high end often proves to be the most effective strategy. This approach allows for highlighting the intrinsic quality of the product, differentiating from the competition, and targeting consumers who recognize and reward excellence.
How to Choose the Right Importer for Italian Sparkling Wines?
Selecting an importer is crucial. It is essential to identify partners with an active wholesale license and a proven presence in the Horeca (Hotel, Restaurant, Catering) channel. For markets that have gone through periods of instability, such as Ukraine, it is imperative to verify the operational status and updated licenses of importers before reactivating any suspended business relationships.
What Are the Regulatory Requirements for Exporting Sparkling Wines to Germany?
In the German market, the correct qualification of the product (still, semi-sparkling, or sparkling wine) and its packaging is critical in determining liability for excise duty and the obligation to use the EMCS (Excise Movement and Control System) procedure. Specific excise duty rates for sparkling wines must be obtained directly from the German customs authorities or a specialized consultant for accurate export pricing.
What Documents and Labeling Are Necessary for Exporting Sparkling Wines to Different Markets?
Transport documents and customs declarations must bear product markings and labeling that comply with the regulations of the importing country. This often includes the need for a back label in the local language with all required information, such as alcohol content, net weight, volume, and, for sparkling wines, the indication of sugar content. For imports exceeding a certain value threshold, specific certificates like mod. EUR1 may be required. For sparkling wines (customs tariff code 2204.1000), in some cases, a general import permit (PGI) is not required, but an import customs declaration is always necessary.
How to Manage Excise Stamps and Compliance in Specific Markets?
In markets like Azerbaijan, wine is subject to specific excise duties. Labeling must include any required excise stamps, and rates may be subject to periodic updates. It is essential to verify with the local importer how these stamps should be affixed to individual bottles before shipment, as non-compliant labeling can block customs clearance.
What Are the Standard Container Sizes for Sparkling Wines and Their History?
Standard container sizes for sparkling wines include bottles of 0.125, 0.20, 0.375, 0.75, 1.5, and 3 liters. Historically, Italy has been both a major producer and an important importer of sparkling wines. In 1981, Italian production was around 135 million bottles, with domestic consumption of 62 million and exports of 85 million. Forecasts for 1990 indicated an expected production between 220 and 240 million bottles. Although production is now more widely distributed, Northern Italy remains a vital hub for the sparkling wine industry.
Frequently Asked Questions
What are the main destination markets for Italian sparkling wines?
The main markets showing growth for Italian sparkling wines include the United Kingdom, Canada, Japan, and the United States, with significant increases in exports.
What are the regulatory challenges in exporting sparkling wines to Germany?
In Germany, regulatory challenges concern the correct qualification of the product (still, semi-sparkling, or sparkling wine) and its packaging, which determines liability for excise duty and the obligation to use the EMCS procedure.
Is a general import permit required for sparkling wines?
For sparkling wines (customs tariff code 2204.1000), in some cases, a general import permit (PGI) is not required, but an import customs declaration is always necessary.
Italian sparkling wines represent a dynamic and growing market segment for exports, thanks to their ability to drive international sales and continuous innovation. For Italian wineries, success in exporting sparkling wines depends on a well-defined strategy that includes market research, careful partner selection, regulatory compliance, and strategic positioning that enhances the product's quality and uniqueness.