Italian Wine Consumers

Italian wine consumers skew male, 21% of men drink daily vs. 11% of women, and 26% of women abstain entirely compared to just 11% of men. Istat's 2025 report confirms a structural shift toward occasional rather than daily drinking, while the top five regions (Lombardy, Veneto, Tuscany, Piedmont, Lazio) account for over 60% of consumption and online wine sales are growing at 7.2% annually.