Are we about to see more Chianti wine in Asia?
Wine producers in Italy’s Chianti region are turning their attention to Asia, Africa and South America to curb the impact of US tariffs.
China, Japan, Taiwan and Vietnam are the main target markets for Chianti producers in Asia, according to Giovanni Busi, president of the Consorzio Vino Chianti, which represents 3,000 vineyards in the region.
In South America, winemakers in the Tuscan region plan to focus on exports to Brazil, Argentina and Uruguay.
“Africa and India are also areas where the wine consumption is beginning to spread,” he said.
Tariffs imposed by the US have triggered the Consorzio to eye these alternative markets.
On Saturday US President Donald Trump threatened to impose a 30% tariff on goods from Mexico and the European Union from 1 August.
Italy exports more wine to the US than any other country, leaving the wine industry significantly exposed if these tariffs take effect. US shipments make up 24% of Italy’s wine exports. According to Federvini, the country exported €2 billion worth of wine, spirits and vinegars to the US last year.
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Consorzio president Busi said Chianti producers would still continue to ship to the US, but he recognised the need for business to diversify their export markets to cushion the inevitable blow that US tariffs will bring.
“With a 30% tariff, we risk losing around 20% of our market share … There’s no doubt that it would be wise to strengthen and expand them toward other countries, starting with those in Africa and South-east Asia,” he said.
However, he remained confident that “Americans will keep drinking Chianti, even if they have to pay a little more than they do now.”
Busi continued: “There’s no point in feeling sorry for ourselves: this should be seen as an opportunity to accelerate a new export strategy, targeting alternative, more stable markets.”
But Trump’s threatened 30% tariffs have rattled Italian wine bodies, as well as those in other EU countries.
Unione Italiana Vini, which represents wine businesses across Italy, warned that a 30% tariff to ship into the US would amount to “a near-embargo on 80% of Italian wine exports”.
It said it was “unrealistic” to think such volumes can be redirected elsewhere in the short term, calling for the EU to intervene in the face of fresh tariff threats.
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