How to Start Exporting Italian Wine: Practical Advice for Wineries
Embarking on the export of Italian wine requires meticulous preparation, a deep understanding of operational procedures, necessary documentation, and market dynamics. This article is aimed at Italian wineries intending to start or consolidate their presence in foreign markets, providing a comprehensive overview of the key aspects to consider, from initial negotiations with the buyer to product delivery. Understanding the end-to-end process is the first step towards successful export. Learn more: OIV — International Organisation of Vine and Wine.
How to Handle Negotiations with a Foreign Buyer?
Export negotiations with a foreign buyer or importer involve navigating a precise sequence of phases, each characterized by specific documents and decisions. Understanding this pathway is the first step to successful export.
Phase 1: Buyer Contact and Qualification
Before even negotiating commercial terms, it is crucial to verify the potential buyer's reliability and solvency. This preliminary step serves to mitigate risks, particularly those related to credit.
Elements to evaluate include checking their commercial registration and necessary licenses for importing alcoholic beverages, requesting bank or trade references, and investigating the buyer's import history. A basic credit risk assessment, possibly supported by credit check services or credit insurance (such as those offered by SACE), can prevent unpleasant surprises related to buyer insolvency after shipment.
Phase 2: Commercial Offer and Negotiation
Once the counterparty is qualified, the winery proceeds with sending a proforma invoice. This document, although not having fiscal value, forms the basis of negotiations and must contain detailed information such as product description, minimum order quantity (MOQ), unit price and currency, proposed Incoterm, and requested payment terms.
The proforma invoice is a dynamic tool: the buyer and winery will renegotiate it until a definitive agreement is reached.
What are the Universal Documents Required for Wine Export?
Regardless of the destination market, there is a core set of universal documents that every winery must prepare before addressing the specifics of a single country. These documents form the foundation for any export operation.
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EORI Registration (for EU Exporters): Italian wineries shipping outside the European Union require an EORI (Economic Operators Registration and Identification) number. This code uniquely identifies the economic operator in dealings with the customs authorities of all EU countries and is essential for any customs operation. The application is free and can be done online through the Customs Agency. Without an EORI, goods risk being held at customs.
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Proforma Invoice: As mentioned, this is the preliminary document that anticipates the order terms and facilitates negotiations. It can be requested by the buyer to initiate import procedures or obtain credit lines.
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Commercial Invoice: This is a mandatory document with fiscal value, prepared by the exporter. It must contain a detailed product description (name, vintage, format), quantity, unit and total value, delivery term (Incoterm), and the HS (Harmonized System) code for customs classification (for wine, chapter 2204). Customs authorities in both countries use it to calculate duties and taxes. Errors in the description or HS code can cause delays or disputes.
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Packing List: Describes the physical contents of each package, specifying the number of packages, type of packaging, gross and net weight per package and in total, and cubature. It must correspond exactly to what is indicated on the commercial invoice.
What Specific Documents Are Required for Wine Export?
In addition to universal documents, each destination market has specific requirements. These may include certificates of origin, health and analysis certificates, transport documents (such as the sea waybill or air waybill), specific customs documents (such as the EUR1 certificate or the EMCS/ARC document), and labeling requirements.
It is crucial to verify the compatibility of the label with the destination market's requirements (e.g., TTB for the USA) before confirming product availability.
How to Define an Effective Wine Export Strategy?
Understanding the dynamics of foreign markets is essential for defining an effective export strategy.
Market and Buyer Analysis
It is fundamental to research importers with active licenses and a proven presence in the desired distribution channels (Horeca, retail, large-scale retail). Their knowledge of the local market and their network of contacts are valuable assets. Italian wine enjoys a strong international reputation, especially in the sparkling wine segment, where it holds a significant value share (around 39% in 2019/2020). For many markets, a medium-to-high price positioning proves strategic, as demand in this segment tends towards structural growth.
Market Diversification
Given the complex dynamics in traditional markets and potential duties, exploring new commercial outlets is a growing trend. Emerging markets in Asia, South America, and Africa, as well as mature but not saturated markets, offer significant opportunities. For example, Italian wine exports to 13 monitored emerging markets exceeded 400 million euros in 2025, indicating a clear trend towards diversification.
Preparation for Initial Contact
Before initiating the first contact with a foreign buyer, it is advisable to have presentation materials available in English, including wine technical sheets, company presentation, price list (preferably in FCA/FOB terms), high-resolution label images, and information on any awards or presence in other export markets. It is also important to have clarity on MOQs, available formats, and production lead times for recurring orders.
Are There Specific Considerations for Certain Foreign Markets?
While this article focuses on general aspects, it is useful to mention some specificities for key markets.
- Ukraine: Before reactivating interrupted commercial relations, it is essential to verify the importer's operational status and updated license, considering the geopolitical context.
- United States: In addition to TTB labeling requirements, it is useful to leverage platforms and logistics-commercial hubs dedicated to Italian wine, which can act as aggregators for smaller wineries.
- Spain: As an EU market, customs procedures are simplified, but attention must be paid to the EMCS system for the movement of excise-duty-liable products.
- Australia: Requires careful verification of labeling requirements and approval times by the Department of Agriculture, as well as detailed documentary logistics planning and calculation of fiscal impact (VAT, duties, excise taxes).
Frequently Asked Questions About Wine Export
What are the first steps for a winery that wants to export?
The first steps include qualifying the potential buyer, verifying their reliability and solvency through commercial registration, licenses, and references. Subsequently, proceed with the commercial offer via a proforma invoice.
What is the difference between a proforma invoice and a commercial invoice for export?
A proforma invoice is a preliminary document that anticipates order terms and facilitates negotiations, without fiscal value. A commercial invoice is a mandatory document with fiscal value, prepared by the exporter, used by customs authorities to calculate duties and taxes.
How can I ensure my wine complies with the destination country's regulations?
It is crucial to verify the specific requirements of each market, which may include certificates of origin, health and analysis certificates, specific customs documents, and, above all, labeling requirements.
Exporting Italian wine is a complex but extremely rewarding journey. It requires solid documentary preparation, a deep understanding of destination markets, and a well-defined commercial strategy. Wineries that invest time and resources in understanding these aspects are better positioned to seize the opportunities offered by international markets, strengthening their presence and brand globally. Collaboration with reliable partners and constant attention to regulations and market trends are keys to lasting success.
To explore how Wines Export can support your company in navigating these complexities and reaching new markets, request a personalized consultation.