'You have to let British people fall in love with Italy'

“I really think that the Italian wine business in the UK has a great opportunity to grow and grow," says Costa.

"In London, you can find the best wine lists anywhere in the world, because historically the British didn’t produce wine, so they have always been very selective about what they import," argues Costa. "That’s why Champagne became the best sparkling wine in the world, and Burgundy and Bordeaux the best reds."

"The British discovered Italian wines just a few decades ago, so that is why they appreciate the most famous ones – Super Tuscans and Barolo – which follow the Bordeaux style and Burgundy style respectively," he continues. "There is still a big space to grow, because there is a big gap between the cheapest Italian wines and the most expensive ones. Italy has the most wine diversity, so it can fill that gap, but we have a lot of work to do."

Italy's advantages

As of 2025, according to figures from the Observatory of Economic Complexity, the UK imported more than £3.7 billion worth of wine, making it the second most valuable wine market in the world, only behind the US. Although French wine is dominant, with the British importing £1.2bn worth last year, Italy is in second place with £753 million worth of the likes of Prosecco, Pinot Grigio and Perricone arriving in the country last year.

It is this diversity of grapes, styles and regions which is, according to Costa, Italy's great asset, but also a challenge.

"We have great varieties, but we need to be better about communicating grapes that are unknown to consumers," he says. "I believe that the most underrated wine in Italy is Rossese from Doleceacqua – not just because I’m Ligurian! If you think about Rossese, it is a very elegant, non-aggressive red wine with great acidity, like a fruiter Nebbiolo. Susumaniello from Puglia is another great grape which makes for a good alternative to Primitivo and Negroamaro. We need to go into more detail to explain about this diversity, and the only way to do this, in my opinion, is to talk about the food and the wine."

"Italy can offer such diversity, there is no other country like that," he adds. "You can go from Lambrusco, a very drinkable, easy wine, to the likes of Sassicaia, and there is everything in between. Every area has a different kind of wine."

The UK is also a major wine trade hub, with historic merchants, new wine investment startups and wide-reaching distributors all playing a role in shaping the drinks market beyond the shores of the British Isles.

Attracting attention

Another major boost for Italy among British wine lovers is the country's popularity as a tourist destination. Between January and August 2025, British passengers constituted 16.1% of airport arrivals in Italy, a 3.2% year-on-year increase and a staggering 41.5% increase on the pre-pandemic (2019) level. Simply put: British people love to go to Italy, and that brings them into contact with Italian food and drink.

"It’s an exchange," suggests Costa. "You have to let British people fall in love with Italy. Around one-in-three tourists come to Italy for the food, and there are always more dishes and wines to be discovered, there is always something else. They can find a great glass of wine in a restaurant and when they come back they will try to find that wine in the UK."

"To teach people about wine, you have to let them enjoy the country. If you go into detail about wine, it seems that you want to sell the product rather than let them understand what it is. If you want to actually sell Montepulciano d’Abruzzo, for example, you need to let them enjoy Abruzzo. It allows the consumer to embrace the country and the wine. You have to both know things, and how to say things when you’re selling wines," he adds.

Restaurants

The British hunger of Italian dishes and thirst for Italian wine has also been a driving force in London's restaurant scene, with the capital home to high-end Italian eateries from the likes of Francesco Mazzei and Giorgio Locatelli. For Costa, Italian food, even if it takes the form of the simplest plate of pasta, is a natural friend of Italian wine.

The Top Italian Restaurants winners at last year's Tre Bicchieri event in London.

"I think that Italian cuisine has had a great impact for wine, as wine and food are meant to be complementary products," he says. "Italian cuisine has a great deal of simplicity, it’s about the product, not the recipe, and it’s easier to match wine with Italian dishes because they’re not too complex! A pesto alla Genovese will go with a mineral white, like a Vermentino, or a Pigato – there are so many options."

The Brexit question

Of course, relations between the UK and mainland Europe have had their bumps in the road. 2026 marks 10 years since the fateful referendum on the UK's European Union membership. However, Costa points out that while Brexit has resulted in more paperwork – with the need for special labels for wine imports serving as one example – it has not been too damaging to the prospects of Italian wine in the UK.

“I don’t think there is a huge difference for wine now. Brexit was about bureaucracy, and there’s more paperwork, but Brexit has become an excuse for other things: the cost of wine and people not drinking alcohol especially."

London calling for the Tre Bicchieri

On Wednesday 25 March, in partnership with the Italian Chamber of Commerce in the UK, Gambero Rosso will be bringing the Tre Bicchieri to the Embassy of Italy in London. More than 40 of Italy's best wineries will be joining for a day of tasting, masterclasses and, of course, the Top Italian Restaurant awards.

“I truly believe that a name like Gambero Rosso is something that is synonymous with trust, especially when it comes to wines," says Costa. "To have Gambero Rosso in London is a great opportunity to promote high quality Italian producers to the city with the best wine lists in the world."

Doors will open to trade and media from 11:00, and to wine lovers from 16:00 until the event's conclusion at 17:30. Click here to book your slot.