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In August 2025, Italian exports to the United States fell by 21.2%. Lucio Miranda, President of ExportUSA and economist, highlights the uncertainty tied to the new tariffs and points out the need for stronger marketing and positioning strategies, especially for wine, agri-food, and mid-range goods.
The Istat data from August shows a decline in Italian exports to the United States: -21.2%. Capital goods (-17%), durable consumer goods (-9%), and non-durables (-8%) have all contributed.
According to Lucio Miranda, the uncertainty surrounding the announcement of new tariffs has led importers and distributors to slow down their purchases.
As of now, there is no official document from the American government, but the talk is of:
Lucio Miranda advises caution: «Let's wait for official regulations before making definitive conclusions».
The wine sector is a key example.
During the first seven months of 2025, Italian wine exports grew by 6% in volume but fell by 1% in value due to a decrease in the average price by 40 cents/liter.
France performed better: +18.5% in volume and +16.8% in value, keeping the average price stable at €11.5/liter (almost double that of Italy).
This shows that higher-end products withstand the impact of tariffs better.
It's a strategy that involves absorbing the additional cost of the tariff in the initial stage of the chain (between producer and importer), preventing it from being "multiplied" throughout the distribution chain (wholesaler, retailer), reaching the final consumer in an exaggerated manner.
This serves to protect domestic production and to rebalance international trade.
| Indicator | Italian Wine | French Wine | Commercial Implication |
|---|---|---|---|
| Export Volume | +6% | +18.5% | Growth for both, but France leads. |
| Export Value | -1% | +16.8% | Italy absorbs the costs, France does not. |
| Average Import Price | Decrease of ∼40 cents (∼€5.5/L) | Stable (∼€11.5/L) | Higher range is more resilient to tariff impact. |