Despite a worldwide drop in red wine sales, luxury Italian wines are finding new strength in the U.S. market, largely due to the excellence of Tuscan reds. Between January and August 2024, sales of Italian labels priced above $50 grew by 3% in the U.S., bucking the general downward trend seen with other premium wines, such as French and American labels. This result highlights a growing demand for high-quality Italian wines, deeply tied to tradition and terroir.
Driving this growth is perhaps Italy’s most famous wine region, Tuscany, which represents 45.5% of the U.S. market for luxury Italian reds. Among the top performers, Brunello di Montalcino holds a 32% share, followed by Bolgheri (11.5%) and Chianti Classico (2%). Outside Tuscany, Piedmont wines like Barolo (16%) and Barbaresco (4%) also make a significant contribution. Brunello, in particular, is a symbol of quality and prestige, often preferred by American enthusiasts willing to invest in guaranteed origin labels.
The success of Tuscan reds is part of a broader trend in the U.S. wine market, where consumers—especially Gen X and millennials—are increasingly favoring authentic Italian wines. The ability of Italian luxury wines to combine quality and uniqueness, along with the growing availability of these labels through online sales and targeted imports, suggests a promising future for Italy in the high-end wine segment in the U.S.