Tuscany’s wine sector is requesting extraordinary resources from the Italian Government, bureaucratic simplification, and the creation of conditions to open up alternative markets to the United States. According to the recent agreement signed by the US and the EU (by Presidents Donald Trump and Ursula von der Leyen) in Scotland, a 15 per cent tariff will be applied to products imported from the European continent. The US currently represents 37% of Tuscan wine exports, with an average annual value of over €400 million.
Brunello looks beyond the US
The first to act is the Consorzio del Brunello di Montalcino, which is considering new routes and is calling for accelerated efforts towards new trade agreements. The United States is the primary market, accounting for 30% of exports (3 million bottles). The tariff scenario, according to the agreement between the White House and the EU Commission, is a “hard blow” that will test the resilience of businesses and make it “difficult if not impossible to reallocate unsold stock in the short term to other markets,” stresses Giacomo Bartolommei, president of the protection body.
“For this reason,” declares the young oenologist, elected in early June, “it is necessary to move swiftly towards new trade negotiations, starting with Mercosur, to open new routes.” The protection body reaffirms that it “will continue to maintain a presence in the US market.” Proof lies in the confirmation of all 2026 events: Benvenuto Brunello in New York and participation in the Food and Wine Festival in Aspen. “At the same time,” Bartolommei adds, “we are preparing a reinforced promotional plan in Asia.”
Concerns from Chianti DOCG
There is concern also for another major Tuscan PDO, Chianti DOCG. Giovanni Busi, president of the Consortium, highlighted how the EU seems to have abandoned many of its demands in negotiations with the White House. “The only positive note is that there had been talk of a potential 30% tariff, and in comparison, 15% is a reduction. But the impact remains significant,” he concludes, “for our businesses and for the export of Italian wine.”
Avito’s appeal letter to the Government
A structural intervention from the Italian Government and institutions is needed to make extraordinary resources available to face this change, after five years shaped by various negative events. This is emphasised by Avito, the association of Tuscan PDO and PGI wines, in an appeal letter. President Andrea Rossi also calls for greater flexibility in the tools used to promote wines abroad, starting with the OCM. But not only that: “Together with the production sector, we need to consider new strategies and investments in new markets, seeking integration beyond the US market.” Avito, which brings together 24 Tuscan protection consortia (including Brunello and Chianti DOCG), specifically urges the acceleration of the ratification of the free trade agreement with Mercosur countries.
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