How to Sell Italian Table Wine Abroad: Your Comprehensive Guide

The export of Italian wine represents a strategic opportunity for wineries aiming to expand their market and increase revenue. The term "table wine," while a generic category, encompasses significant potential for reaching new consumers and markets. This article aims to provide a comprehensive overview of the essential aspects to consider for an effective table wine export strategy, analyzing documentary requirements, market dynamics, and emerging opportunities. Further Reading: OIV — International Organisation of Vine and Wine.

What Documents Are Essential for Exporting Wine?

Before initiating any wine export operation, it is crucial to have solid documentary preparation. There are universal documents, necessary for any international shipment, which form the basis for avoiding delays and customs complications. Their correct preparation is the first step towards successful export.

Universal Documents: The Foundation of Every Shipment

For every Italian winery venturing into the international market, it is fundamental to have a set of standard documents that facilitate the export process. These documents form the backbone of commercial and logistical communication with foreign partners and customs authorities.

• EORI Registration (Economic Operators Registration and Identification): For wineries based in the European Union, an EORI number is mandatory for all customs operations outside EU borders. This code uniquely identifies the economic operator in dealings with customs authorities of all member states. Once obtained in Italy through the Customs Agency, it remains valid in all other 26 member states. Without EORI, goods risk being held at customs.

• Proforma Invoice: This document, while not having fiscal value, anticipates the terms of the order before its final confirmation. It is a useful tool during preliminary negotiations and can be requested by the buyer to obtain import licenses or documentary credit lines before the actual shipment. It details products, minimum order quantity (MOQ), unit price and currency, and the proposed Incoterm.

• Commercial Invoice: A mandatory document prepared by the exporter, it lists detailed product descriptions (name, vintage, format), quantity, unit and total value, delivery term (Incoterm), and the customs classification HS code (for wine, chapter 2204). Customs authorities use it to determine applicable duties and taxes. Errors at this stage can cause delays or disputes.

• Packing List: Describes the physical contents of each package, including the number of packages, type of packaging, gross and net weight per package and in total, and volume. It must correspond exactly to what is stated on the invoice.

Which Specific Documents Are Required Per Country?

In addition to universal documents, each destination market has specific requirements that must be carefully considered. These may include particular health certifications, local duties, or specific accompanying documents such as the DAA/e-AD (document for wine under excise suspension) for the Netherlands, managed through the EMCS telematic system.

For example, for export to South Africa, it is necessary to submit detailed information to the Department of Agriculture for approval, such as HORECA vs. retail coverage, storage conditions, country of origin, and "B Code." Indication of the country of origin is mandatory for wines intended for export, even if it is not for the domestic market. Furthermore, if the wine contains more than 10 mg/l of sulfites, the wording 'contains sulphites' is mandatory.

What Are the Key Markets for Italian Table Wine?

The export of Italian wine is not limited to traditional markets. Diversification is an increasingly important strategy, especially in the face of declining consumption in historical markets and potential tariffs.

Where Are the Growth Opportunities for Table Wine?

An analysis based on Nomisma's Wine Monitor report highlights that Italian wine exports to 13 monitored emerging markets (including India, Mexico, Poland, the Czech Republic) exceeded 400 million euros in 2025, with a 4.3% growth over 2024. This broader sector trend indicates a growing search for new commercial outlets outside of historical markets.

How to Approach the U.S. Market for Table Wine?

The United States represents a primary market for Italian wine. To approach this market, it is essential to prepare material in English, including the technical data sheet, winery presentation, FCA/FOB price list, and high-resolution label images. It is also crucial to verify label compliance with TTB (Alcohol and Tobacco Tax and Trade Bureau) requirements before confirming the immediate availability of products.

The presence of platforms and logistical-commercial hubs dedicated to Italian wine in the USA can serve as an aggregation channel for smaller wineries seeking a first importer. The Vinitaly.USA trade fair in New York is an example of an event that facilitates meetings between Italian producers and American market operators.

How to Manage Table Wine Exports to Ukraine?

In the Ukrainian market, it is important to identify an importer with an active wholesale license and a proven presence in the Horeca channel. Italian wine already enjoys a historical leadership position in the sparkling wine segment (value share around 39% in 2019/2020). It is recommended to consider a mid-to-high-end positioning, where demand is structurally growing. In contexts of instability, it is essential to verify the operational status and updated license of importers before reactivating relationships.

What Are the Operational Strategies for Table Wine Export?

Beyond documentary and market aspects, correct operational management is essential for export success.

How Does the Operational Flow Work from Negotiation to Delivery?

The journey of a winery initiating export negotiations with a foreign buyer is sequential and requires attention at every stage.

• Phase 1: Buyer Contact and Qualification: Before negotiating, it is necessary to verify that the buyer is a real and solvent interlocutor. This includes checking VAT registration/commercial registration, alcoholic beverage import license, bank or trade references, and import history. A credit risk assessment, even through credit check services or credit insurance (like SACE), is fundamental to avoid defaults.

• Phase 2: Commercial Offer and Negotiation: The winery sends a proforma invoice with details on products, MOQ, price, currency, and Incoterm. This serves as the basis for negotiation between the buyer and the winery.

How Do Quality and Positioning Influence Exports?

Wine quality is a determining factor for success in international markets. It is important to focus on producing quality wines, as difficulties can be more easily overcome by those advanced in industrial and enological progress. Fraud in wine production and trade represents a significant damage that must be effectively addressed.

For table wine, a mid-to-high-end positioning can be advantageous, especially in markets where demand is structurally growing. Italy's historical leadership in certain segments, such as sparkling wines, is an advantage to defend with a rigorously selected distributor.

Frequently Asked Questions About Table Wine Exports

• What are the requirements for exporting wine to South Africa? To export to South Africa, it is necessary to submit information to the Department of Agriculture regarding HORECA/retail coverage, storage conditions, country of origin, and "B Code." The wording 'contains sulphites' is mandatory if the wine exceeds 10 mg/l of sulfur dioxide.

• How can I ensure my wine complies with U.S. market requirements? It is crucial to verify label compliance with TTB (Alcohol and Tobacco Tax and Trade Bureau) requirements before confirming product availability.

• What are the benefits of an EORI number for export? The EORI number is mandatory for customs operations outside the EU and uniquely identifies the economic operator, preventing goods from being held at customs.

The export of Italian table wine requires meticulous preparation, a deep understanding of destination markets, and careful operational management. From the correct preparation of universal and country-specific documentation to identifying emerging markets and managing commercial negotiations, every aspect contributes to success. Wineries that can confront these challenges with a strategic and flexible approach will be able to seize the opportunities offered by the global market, strengthening the position of Italian wine worldwide.

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