How Wineries Can Sell Their Sparkling Wines Abroad: Strategies and Regulations
Italian sparkling wines are a cornerstone of national wine exports, consistently showing growth and outperforming other wine categories. This article provides an essential guide for Italian wineries aiming to expand their international presence with their sparkling wines, while also offering valuable insights 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. Learn more: OIV — International Organisation of Vine and Wine.
Why Italian Sparkling Wines Lead Made in Italy Wine Exports?
Italian sparkling wines are the primary engine of Italian wine sales abroad, consistently surpassing other categories such as still wines. Over the last decade, exports of Italian sparkling wines have seen significant growth, rising from approximately 2.7 million hectoliters in 2015 to around 5.6 million hectoliters in 2024. This positive trend was particularly pronounced in 2024, with volume increases of 12% and value increases of 8.9%, highlighting strong global demand.
Which Markets Show Growth for Italian Sparkling Wines?
Exports of Italian sparkling wines have experienced notable growth in key markets. Between January and November 2022, the United Kingdom saw a 78.5% increase, Canada 26.5%, Japan 25.4%, and the United States 25.1%. France also contributed with a +18.6% rise, confirming the international popularity of Italian sparkling wines.
Which Historical Markets Show Fluctuations for Italian Sparkling Wines?
Despite the overall growth, some historical markets have registered declines. Between January and November 2022, Germany saw a 0.4% drop in sparkling wine imports, while China experienced a 7.7% contraction. 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 improvements in September but not enough to offset previous declines. Asti Spumante, in particular, recorded a double-digit decrease (-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 varietals. Sicily, particularly in the Etna DOC district, is expanding its sparkling wine offerings based on indigenous grape varieties. Sardinia is also exploring the potential of bubbles, using both Vermentino grapes and local varietals, with research projects presented at Vinitaly 2024.
How to Position Italian Sparkling Wines in the International Market?
For Italian wineries targeting exports, positioning sparkling wines in the mid-to-high price segment often proves to be the most effective strategy. This approach allows for the valorization of the product's intrinsic quality, differentiating it from the competition and appealing to consumers who recognize and reward excellence.
How to Choose the Right Importer for Italian Sparkling Wines?
Importer selection is crucial. It is essential to identify partners with active wholesale licenses and a proven presence in the Horeca (Hotel, Restaurant, Catering) channel. For markets that have experienced periods of instability, such as Ukraine, it is imperative to verify the operational status and updated licenses of importers before reactivating any suspended commercial relationships.
What Are the Regulatory Requirements for Exporting Sparkling Wines to Germany?
In the German market, the correct classification of the product (still, semi-sparkling, or sparkling) and its packaging are critical for determining excise duty liability 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 an accurate definition of export prices.
What Documents and Labeling Are Required for Exporting Sparkling Wines to Various Markets?
Transport documentation and customs declarations must bear product markings and labeling compliant with the regulations of the importing country. This often includes the necessity of a counter-label in the local language with all required elements, such as alcohol content, net weight, format, and, for sparkling wines, the indication of sugar content. For imports exceeding a certain value threshold, the issuance of specific certificates like the EUR1 form might be necessary. For sparkling wines (customs tariff code 2204.1000), in some cases, a general import permit (PGI) is not required, but a customs import declaration is always necessary.
How to Manage Excise Stamps and Compliance in Specific Markets?
In markets such as Azerbaijan, wine is subject to specific excise duties. Labeling must include any required excise stamps, and rates can be subject to periodic updates. It is crucial to verify with the local importer how these stamps should be applied to individual bottles before shipment, as non-compliant labeling can prevent 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 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 broadly distributed, Northern Italy remains a central hub for the sparkling wine industry.
Frequently Asked Questions
What are the main destination markets for Italian sparkling wines?
The primary markets showing growth for Italian sparkling wines include the UK, Canada, Japan, and the USA, with significant increases in exports.
What are the regulatory challenges when exporting sparkling wines to Germany?
In Germany, regulatory challenges concern the correct classification of the product (still, semi-sparkling, or sparkling) and its packaging, which determine excise duty liability 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 a customs import declaration is always necessary.
Italian sparkling wines represent a dynamic and growing market segment for export, 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 valorizes the product's quality and uniqueness.