{"id":3187,"date":"2026-08-13T08:29:58","date_gmt":"2026-08-13T08:29:58","guid":{"rendered":"https:\/\/www.viravia.it\/?page_id=3187"},"modified":"2026-08-13T19:02:01","modified_gmt":"2026-08-13T19:02:01","slug":"does-leadership-mean-winning","status":"publish","type":"page","link":"https:\/\/www.viravia.it\/fr\/does-leadership-mean-winning\/","title":{"rendered":"Le leadership signifie-t-il gagner ?"},"content":{"rendered":"<div class=\"kb-row-layout-wrap kb-row-layout-id3187_d6983a-77 alignfull wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-row kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_493437-40 kb-section-has-overlay kb-section-dir-vertical\"><div class=\"kt-inside-inner-col\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_ad25ed-95 aligncenter kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_0a3563-34 kb-section-dir-vertical\"><div class=\"kt-inside-inner-col\">\n<p class=\"kt-adv-heading3187_90ec87-f8 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading3187_90ec87-f8\"><strong>13th august 2026, 5 minutes read<\/strong><\/p>\n\n\n\n<h2 class=\"kt-adv-heading3187_957b28-95 wp-block-kadence-advancedheading has-custom-color-6-color has-text-color\" data-kb-block=\"kb-adv-heading3187_957b28-95\"><strong><strong>Does Leadership Mean Winning?<\/strong><\/strong><\/h2>\n\n\n\n<p class=\"kt-adv-heading3187_d4de36-ca wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading3187_d4de36-ca\">Author: Adriano<\/p>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-column kadence-column3187_b96958-18\"><div class=\"kt-inside-inner-col\"><\/div><\/div>\n\n<\/div><\/div>\n\n\n<div class=\"wp-block-kadence-tabs alignfull\"><div class=\"kt-tabs-wrap kt-tabs-id3187_ce0ad3-d0 kt-tabs-has-5-tabs kt-active-tab-1 kt-tabs-layout-tabs kt-tabs-tablet-layout-inherit kt-tabs-mobile-layout-inherit kt-tab-alignment-center \"><ul class=\"kt-tabs-title-list\"><li id=\"tab-english\" class=\"kt-title-item kt-title-item-1 kt-tabs-svg-show-always kt-tabs-icon-side-right kt-tab-title-active\"><a href=\"#tab-english\" data-tab=\"1\" class=\"kt-tab-title kt-tab-title-1 \"><span class=\"kt-title-text\">English<\/span><\/a><\/li><li id=\"tab-franais\" class=\"kt-title-item kt-title-item-2 kt-tabs-svg-show-always kt-tabs-icon-side-right kt-tab-title-inactive\"><a href=\"#tab-franais\" data-tab=\"2\" class=\"kt-tab-title kt-tab-title-2 \"><span class=\"kt-title-text\">Fran\u00e7ais<\/span><\/a><\/li><li id=\"tab-italiano\" class=\"kt-title-item kt-title-item-3 kt-tabs-svg-show-always kt-tabs-icon-side-right kt-tab-title-inactive\"><a href=\"#tab-italiano\" data-tab=\"3\" class=\"kt-tab-title kt-tab-title-3 \"><span class=\"kt-title-text\">Italiano<\/span><\/a><\/li><li id=\"tab-deutsch\" class=\"kt-title-item kt-title-item-4 kt-tabs-svg-show-always kt-tabs-icon-side-right kt-tab-title-inactive\"><a href=\"#tab-deutsch\" data-tab=\"4\" class=\"kt-tab-title kt-tab-title-4 \"><span class=\"kt-title-text\">Deutsch<\/span><\/a><\/li><li id=\"tab-espaol\" class=\"kt-title-item kt-title-item-5 kt-tabs-svg-show-always kt-tabs-icon-side-right kt-tab-title-inactive\"><a href=\"#tab-espaol\" data-tab=\"5\" class=\"kt-tab-title kt-tab-title-5 \"><span class=\"kt-title-text\">Espa\u00f1ol<\/span><\/a><\/li><\/ul><div class=\"kt-tabs-content-wrap\">\n<div class=\"wp-block-kadence-tab kt-tab-inner-content kt-inner-tab-1 kt-inner-tab3187_f109cb-f4\"><div class=\"kt-tab-inner-content-inner\">\n<div class=\"wp-block-kadence-column kadence-column3187_3a05db-e3\"><div class=\"kt-inside-inner-col\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_0e6600-22 alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_821d29-9a\"><div class=\"kt-inside-inner-col\">\n<h4 class=\"kt-adv-heading3187_e7b18b-5d wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_e7b18b-5d\">Being first and still losing: what Italy\u2019s wine paradox tells us about leadership<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_2e4489-b4 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_2e4489-b4\">Italy is the world\u2019s largest wine producer. France earns more from selling less. At first glance, one of them has won. Look again, and the scoreboard becomes much more interesting.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_016024-74 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_016024-74\">The seductive simplicity of being No. 1<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_c0d0df-70 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_c0d0df-70\">Wine loves rankings: hectares, hectolitres, bottles, export value. They are easy to understand and even easier to celebrate. In 2025 Italy produced 44.4 million hectolitres of wine, versus France\u2019s 36.1 million. On volume alone, Italy is the global leader.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_4b6d2c-58 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_4b6d2c-58\">But leadership is not the same thing as output. France exported only 12.5 million hectolitres in 2025, compared with Italy\u2019s 21.0 million, yet French wine exports were worth \u20ac11.2 billion against Italy\u2019s \u20ac7.8 billion. Put differently: Italy exported roughly 68% more wine by volume, while France generated roughly 44% more export value.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_136389-5b wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_136389-5b\">The two ratios that change the picture<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_f91d20-33 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_f91d20-33\">A useful way to read the industry is to ask how much of annual production is absorbed at home, and how much is shipped abroad. These are not inventory-accounting identities\u2014imports, stocks, industrial uses and timing matter\u2014but they are revealing indicators of market structure.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_e88372-d4 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_630244-21\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-1\" class=\"tablepress tablepress-id-1\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Country \/ year<\/th><th class=\"column-2\">Production<br \/>\n(mhl)<\/th><th class=\"column-3\">Consumption<br \/>\n(mhl)<br \/>\n<\/th><th class=\"column-4\">Exports<br \/>\n(mhl)<br \/>\n<\/th><th class=\"column-5\">Consumption \/<br \/>\nproduction<\/th><th class=\"column-6\">Exports \/<br \/>\nproduction<\/th><th class=\"column-7\">Export value<br \/>\n(\u20acbn)<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italy 2024<\/td><td class=\"column-2\">44.1<\/td><td class=\"column-3\">22.3<\/td><td class=\"column-4\">21.4<\/td><td class=\"column-5\">50.6%<\/td><td class=\"column-6\">48.6%<\/td><td class=\"column-7\">8.1<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Italy 2025<\/td><td class=\"column-2\">44.4<\/td><td class=\"column-3\">20.2<\/td><td class=\"column-4\">21.0<\/td><td class=\"column-5\">45.5%<\/td><td class=\"column-6\">47.3%<\/td><td class=\"column-7\">7.8<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">France 2024<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.7<\/td><td class=\"column-4\">12.8<\/td><td class=\"column-5\">62.9%<\/td><td class=\"column-6\">35.4%<\/td><td class=\"column-7\">11.6<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">France 2025<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.0<\/td><td class=\"column-4\">12.5<\/td><td class=\"column-5\">60.9%<\/td><td class=\"column-6\">34.6%<\/td><td class=\"column-7\">11.2<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-1 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_8378cc-d8 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_8378cc-d8\">In 2025, domestic consumption represented about 45.5% of Italian production, versus 60.9% in France. Italy\u2019s export-volume ratio was about 47.3%; France\u2019s was 34.6%. The Italian model is therefore more volume-dependent and more exposed to external demand, while France extracts substantially more value from each exported litre.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_96052c-26 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_96052c-26\">Then came the American tariff shock<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_dd689f-c7 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_dd689f-c7\">The United States matters because it is the world\u2019s largest wine market and a crucial premium destination. In April 2025, the US introduced a baseline 10% tariff on most EU imports; the later US\u2013EU framework moved the applicable ceiling for most EU goods to 15%. Wine did not receive the zero-tariff carve-out the European sector had hoped for.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_b8469e-5a wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b8469e-5a\">The full-year 2025 numbers are therefore not a clean laboratory experiment: tariffs affected only part of the year, while currency movements, weaker demand and changing consumer behaviour were also at work. Still, the direction is striking. Italy\u2019s wine sales to the US fell to about \u20ac1.7 billion, down 9.1% year on year. For France, the US remained the leading destination, but export value fell by roughly \u20ac0.4 billion, or 19%.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_35e511-8e alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_755273-93\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-12\" class=\"tablepress tablepress-id-12\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">US market<\/th><th class=\"column-2\">2024 value*<\/th><th class=\"column-3\">2025 value<\/th><th class=\"column-4\">YoY change<\/th><th class=\"column-5\">What it suggests<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italian wine<\/td><td class=\"column-2\">~\u20ac1.87bn<\/td><td class=\"column-3\">\u20ac1.70bn<\/td><td class=\"column-4\">\u22129.1%<\/td><td class=\"column-5\">High exposure, but comparatively resilient<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">French wine<\/td><td class=\"column-2\">~\u20ac2.11bn<\/td><td class=\"column-3\">~\u20ac1.71bn<\/td><td class=\"column-4\">\u221219%<\/td><td class=\"column-5\">Premium value does not eliminate tariff sensitivity<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-12 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_89a9f4-3b wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_89a9f4-3b\"><em>*2024 values are reconstructed from OIV\u2019s reported 2025 value and year-on-year change; rounded.<\/em><\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_b93c1e-1a wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b93c1e-1a\">So, is Italy winning?<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_98e9b6-69 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_98e9b6-69\">Yes \u2014 if the game is production scale, geographic reach and the ability to place enormous volumes of wine around the world. No \u2014 if the game is capturing the greatest economic value from every litre produced.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_cbb167-eb wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_cbb167-eb\">That is the Italian impasse. Producing more is a strength until demand slows. Then scale can become pressure: inventories rise, pricing power weakens and export dependence turns geopolitical friction into a domestic problem. OIV notes that Italian wine stocks reached 61 million hectolitres in January 2026, 6% above a year earlier. At the same time, Italian domestic consumption fell 9.4% in 2025.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_f60354-06 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_f60354-06\">France faces the same global decline in drinking, but its model tells a different story. Its 2025 harvest was unusually small, yet the country still generated \u20ac11.2 billion in wine exports. The lesson is not that Italy should become France. Italian wine\u2019s diversity, accessibility and scale are competitive assets. The lesson is that volume leadership needs to be converted into value leadership.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_5cf6fd-9e wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_5cf6fd-9e\">Leadership is not a podium. It is a position.<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_aff5eb-b0 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_aff5eb-b0\">In a shrinking wine market, the most important question may no longer be \u201cWho produces the most?\u201d but \u201cWho can make each bottle matter more?\u201d That means stronger brands, clearer regional storytelling, premiumisation where credible, better direct relationships with consumers, and experiences that make wine more than a commodity.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_1abcf7-05 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_1abcf7-05\"><strong>Being first is a statistic. Leadership is the ability to remain desirable when the market stops growing.<\/strong><\/p>\n\n\n\n<p class=\"kt-adv-heading3187_4a74be-0a wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_4a74be-0a\">And perhaps that is where the next chapter of Italian wine begins: not by producing more than everyone else, but by making the world understand why what it already produces is worth more.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_4c7167-38 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_4c7167-38\">Data note &amp; sources<\/h4>\n\n\n\n<div class=\"wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items3187_88cf9e-e1 kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_0f993d-83\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">International Organisation of Vine and Wine (OIV), State of the World Wine Sector in 2025, published May 2026. Production, consumption, exports, export value and US-destination changes.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_dffbc8-6c\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">European Commission, 2025 information on US universal tariffs: baseline 10% tariff applying from 5 April 2025.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_b7684f-73\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Office of the United States Trade Representative (USTR), US\u2013EU Framework \/ tariff actions, 2025: subsequent framework establishing a 15% tariff ceiling for most EU goods.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_70c6d0-34\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Ratios calculated by Viravia from OIV figures. Consumption\/production and exports\/production are analytical ratios, not measures of physical stock balance.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-tab kt-tab-inner-content kt-inner-tab-2 kt-inner-tab3187_955210-0e\"><div class=\"kt-tab-inner-content-inner\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_3dd267-a8 alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_cec520-33\"><div class=\"kt-inside-inner-col\">\n<h4 class=\"kt-adv-heading3187_f0e61f-69 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_f0e61f-69\">\u00catre premier et pourtant perdre : ce que le paradoxe du vin italien nous apprend sur le leadership<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_b5924f-09 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b5924f-09\">L&#8217;Italie est le premier producteur de vin au monde. La France gagne plus en en vendant moins. \u00c0 premi\u00e8re vue, l&#8217;un des deux a gagn\u00e9. Regardez de nouveau, et le tableau des scores devient bien plus int\u00e9ressant.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_27f96e-79 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_27f96e-79\">La simplicit\u00e9 s\u00e9duisante d&#8217;\u00eatre num\u00e9ro 1<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_ec7123-8c wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ec7123-8c\">Le vin adore les classements : hectares, hectolitres, bouteilles, valeur des exportations. Ils sont faciles \u00e0 comprendre et encore plus faciles \u00e0 c\u00e9l\u00e9brer. En 2025, l&#8217;Italie a produit 44,4 millions d&#8217;hectolitres de vin, contre 36,1 millions pour la France. En volume seul, l&#8217;Italie est le leader mondial.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_84e53d-69 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_84e53d-69\">Mais le leadership n&#8217;est pas la m\u00eame chose que la production. La France n&#8217;a export\u00e9 que 12,5 millions d&#8217;hectolitres en 2025, contre 21,0 millions pour l&#8217;Italie, mais les exportations de vin fran\u00e7ais valaient 11,2 milliards d&#8217;euros contre 7,8 milliards pour l&#8217;Italie. Autrement dit : l&#8217;Italie a export\u00e9 environ 68 % de vin en plus en volume, tandis que la France a g\u00e9n\u00e9r\u00e9 environ 44 % de valeur d&#8217;exportation en plus.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_aef8e4-b8 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_aef8e4-b8\">Les deux ratios qui changent la perspective<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_09026a-e4 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_09026a-e4\">Une fa\u00e7on utile de lire le secteur consiste \u00e0 se demander quelle part de la production annuelle est absorb\u00e9e sur le march\u00e9 int\u00e9rieur, et quelle part est exp\u00e9di\u00e9e \u00e0 l&#8217;\u00e9tranger. Ce ne sont pas des identit\u00e9s comptables d&#8217;inventaire \u2013 les importations, les stocks, les usages industriels et le calendrier comptent \u00e9galement \u2013 mais ce sont des indicateurs r\u00e9v\u00e9lateurs de la structure du march\u00e9.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_9a9ad8-93 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_c96bba-d9\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-2\" class=\"tablepress tablepress-id-2\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Pays \/ ann\u00e9e<\/th><th class=\"column-2\">Production<br \/>\nmhl<\/th><th class=\"column-3\">Consommation<br \/>\nmhl<br \/>\n<\/th><th class=\"column-4\">Exportations<br \/>\nmhl<br \/>\n<\/th><th class=\"column-5\">Consommation \/<br \/>\nproduction<\/th><th class=\"column-6\">Exportations \/<br \/>\nproduction<\/th><th class=\"column-7\">Valeur export<br \/>\nMd\u20ac<\/th><td class=\"column-8\"><\/td>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italie 2024<\/td><td class=\"column-2\">44.1<\/td><td class=\"column-3\">22.3<\/td><td class=\"column-4\">21.4<\/td><td class=\"column-5\">50.6%<\/td><td class=\"column-6\">48.6%<\/td><td class=\"column-7\">8.1<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Italie 2025<\/td><td class=\"column-2\">44.4<\/td><td class=\"column-3\">20.2<\/td><td class=\"column-4\">21.0<\/td><td class=\"column-5\">45.5%<\/td><td class=\"column-6\">47.3%<\/td><td class=\"column-7\">7.8<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">France 2024<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.7<\/td><td class=\"column-4\">12.8<\/td><td class=\"column-5\">62.9%<\/td><td class=\"column-6\">35.4%<\/td><td class=\"column-7\">11.6<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">France 2025<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.0<\/td><td class=\"column-4\">12.5<\/td><td class=\"column-5\">60.9%<\/td><td class=\"column-6\">34.6%<\/td><td class=\"column-7\">11.2<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-2 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_7f2038-64 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_7f2038-64\">En 2025, la consommation int\u00e9rieure repr\u00e9sentait environ 45,5 % de la production italienne, contre 60,9 % en France. Le ratio d&#8217;exportation en volume de l&#8217;Italie \u00e9tait d&#8217;environ 47,3 % ; celui de la France de 34,6 %. Le mod\u00e8le italien est donc plus d\u00e9pendant du volume et plus expos\u00e9 \u00e0 la demande ext\u00e9rieure, tandis que la France extrait nettement plus de valeur de chaque litre export\u00e9.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_a10398-a9 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_a10398-a9\">Puis vint le choc tarifaire am\u00e9ricain<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_823bf1-ad wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_823bf1-ad\">Les \u00c9tats-Unis comptent car ils repr\u00e9sentent le plus grand march\u00e9 mondial du vin et une destination premium essentielle. En avril 2025, les \u00c9tats-Unis ont introduit un tarif de base de 10 % sur la plupart des importations de l&#8217;UE ; le cadre US-UE ult\u00e9rieur a port\u00e9 le plafond applicable \u00e0 la plupart des biens de l&#8217;UE \u00e0 15 %. Le vin n&#8217;a pas b\u00e9n\u00e9fici\u00e9 de l&#8217;exemption tarifaire z\u00e9ro que le secteur europ\u00e9en esp\u00e9rait.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_4bbbac-7e wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_4bbbac-7e\">Les chiffres complets de 2025 ne constituent donc pas une exp\u00e9rience de laboratoire propre : les tarifs n&#8217;ont affect\u00e9 qu&#8217;une partie de l&#8217;ann\u00e9e, tandis que les mouvements de devises, l&#8217;affaiblissement de la demande et l&#8217;\u00e9volution du comportement des consommateurs \u00e9taient \u00e9galement \u00e0 l&#8217;\u0153uvre. N\u00e9anmoins, la tendance est frappante. Les ventes de vin italien aux \u00c9tats-Unis sont tomb\u00e9es \u00e0 environ 1,7 milliard d&#8217;euros, en baisse de 9,1 % sur un an. Pour la France, les \u00c9tats-Unis sont rest\u00e9s la premi\u00e8re destination, mais la valeur des exportations a chut\u00e9 d&#8217;environ 0,4 milliard d&#8217;euros, soit 19 %.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_0babb6-cd alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_2bf88d-43\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-11\" class=\"tablepress tablepress-id-11\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">March\u00e9 am\u00e9ricain<\/th><th class=\"column-2\">Valeur 2024*<\/th><th class=\"column-3\">Valeur 2025<\/th><th class=\"column-4\">Variation annuelle<\/th><th class=\"column-5\">Ce que cela sugg\u00e8re<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Vin italien<\/td><td class=\"column-2\">~1,87 Md\u20ac<\/td><td class=\"column-3\">1,70 Md\u20ac<\/td><td class=\"column-4\">\u22129,1 %<\/td><td class=\"column-5\">Forte exposition, mais relativement r\u00e9siliente<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Vin fran\u00e7ais<\/td><td class=\"column-2\">~2,11 Md\u20ac<\/td><td class=\"column-3\">~1,71 Md\u20ac<\/td><td class=\"column-4\">\u221219 %<\/td><td class=\"column-5\">La valeur premium n'\u00e9limine pas la sensibilit\u00e9 tarifaire<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-11 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_082e0f-3f wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_082e0f-3f\"><em><em>*Les valeurs de 2024 sont reconstitu\u00e9es \u00e0 partir de la valeur 2025 rapport\u00e9e par l&#8217;OIV et de la variation annuelle ; arrondies.<\/em><\/em><\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_9b9ab3-4b wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_9b9ab3-4b\">Alors, l&#8217;Italie est-elle en t\u00eate ?<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_0efb06-18 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_0efb06-18\">Oui \u2013 si le jeu consiste en l&#8217;\u00e9chelle de production, la port\u00e9e g\u00e9ographique et la capacit\u00e9 \u00e0 placer d&#8217;\u00e9normes volumes de vin \u00e0 travers le monde. Non \u2013 si le jeu consiste \u00e0 capter la plus grande valeur \u00e9conomique de chaque litre produit.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_2707bb-a9 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_2707bb-a9\">C&#8217;est l\u00e0 l&#8217;impasse italienne. Produire davantage est une force jusqu&#8217;\u00e0 ce que la demande ralentisse. Alors l&#8217;\u00e9chelle peut devenir une pression : les stocks augmentent, le pouvoir de fixation des prix s&#8217;affaiblit et la d\u00e9pendance aux exportations transforme les frictions g\u00e9opolitiques en probl\u00e8me int\u00e9rieur. L&#8217;OIV note que les stocks de vin italien ont atteint 61 millions d&#8217;hectolitres en janvier 2026, soit 6 % de plus qu&#8217;un an auparavant. Dans le m\u00eame temps, la consommation int\u00e9rieure italienne a chut\u00e9 de 9,4 % en 2025.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_030ee6-0f wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_030ee6-0f\">La France fait face au m\u00eame d\u00e9clin mondial de la consommation, mais son mod\u00e8le raconte une histoire diff\u00e9rente. Sa r\u00e9colte 2025 a \u00e9t\u00e9 exceptionnellement faible, et pourtant le pays a tout de m\u00eame g\u00e9n\u00e9r\u00e9 11,2 milliards d&#8217;euros d&#8217;exportations de vin. La le\u00e7on n&#8217;est pas que l&#8217;Italie devrait devenir la France. La diversit\u00e9, l&#8217;accessibilit\u00e9 et l&#8217;\u00e9chelle du vin italien sont des atouts comp\u00e9titifs. La le\u00e7on est que le leadership en volume doit \u00eatre converti en leadership en valeur<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_23f225-49 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_23f225-49\">Le leadership n&#8217;est pas un podium. C&#8217;est une position.<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_91e933-74 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_91e933-74\">Dans un march\u00e9 du vin en contraction, la question la plus importante n&#8217;est peut-\u00eatre plus \u00ab Qui produit le plus ? \u00bb mais \u00ab Qui peut faire compter chaque bouteille davantage ? \u00bb Cela signifie des marques plus fortes, un r\u00e9cit r\u00e9gional plus clair, une premiumisation l\u00e0 o\u00f9 elle est cr\u00e9dible, de meilleures relations directes avec les consommateurs, et des exp\u00e9riences qui font du vin plus qu&#8217;une simple marchandise.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_3fa44e-d2 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_3fa44e-d2\"><strong><strong>\u00catre premier est une statistique. Le leadership est la capacit\u00e9 \u00e0 rester d\u00e9sirable lorsque le march\u00e9 cesse de cro\u00eetre.<\/strong><\/strong><\/p>\n\n\n\n<p class=\"kt-adv-heading3187_b3f549-17 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b3f549-17\">Et c&#8217;est peut-\u00eatre l\u00e0 que commence le prochain chapitre du vin italien : non pas en produisant plus que tout le monde, mais en faisant comprendre au monde pourquoi ce qu&#8217;il produit d\u00e9j\u00e0 vaut davantage.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_726a26-88 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_726a26-88\">Note sur les donn\u00e9es et sources<\/h4>\n\n\n\n<div class=\"wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items3187_e531c8-7f kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_35c4fd-e3\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Organisation internationale de la vigne et du vin (OIV), State of the World Wine Sector in 2025, publi\u00e9 en mai 2026. Production, consommation, exportations, valeur des exportations et \u00e9volutions vers les \u00c9tats-Unis.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_7cbae5-e6\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Commission europ\u00e9enne, informations 2025 sur les tarifs universels am\u00e9ricains : tarif de base de 10 % applicable \u00e0 partir du 5 avril 2025.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_40dd0b-da\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Bureau du repr\u00e9sentant am\u00e9ricain au commerce (USTR), cadre \u00c9tats-Unis-UE \/ mesures tarifaires, 2025 : cadre ult\u00e9rieur \u00e9tablissant un plafond tarifaire de 15 % pour la plupart des biens de l&#8217;UE.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_0bdc80-93\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Ratios calcul\u00e9s par Viravia \u00e0 partir des chiffres de l&#8217;OIV. Consommation\/production et exportations\/production sont des ratios analytiques, pas des mesures d&#8217;\u00e9quilibre des stocks physiques.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-tab kt-tab-inner-content kt-inner-tab-3 kt-inner-tab3187_39551b-0c\"><div class=\"kt-tab-inner-content-inner\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_3f4aa2-40 alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_b56565-75\"><div class=\"kt-inside-inner-col\">\n<h4 class=\"kt-adv-heading3187_685ff7-4f wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_685ff7-4f\">Essere primi e perdere comunque: cosa ci insegna sulla leadership il paradosso del vino italiano<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_950e8a-b4 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_950e8a-b4\">L&#8217;Italia \u00e8 il maggiore produttore di vino al mondo. La Francia guadagna di pi\u00f9 vendendone di meno. A prima vista, uno dei due ha vinto. Guardate di nuovo, e il tabellone diventa molto pi\u00f9 interessante.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_5adc7a-82 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_5adc7a-82\">La seducente semplicit\u00e0 di essere il numero 1<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_e85b02-a0 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_e85b02-a0\">Il vino ama le classifiche: ettari, ettolitri, bottiglie, valore delle esportazioni. Sono facili da capire e ancora pi\u00f9 facili da celebrare. Nel 2025 l&#8217;Italia ha prodotto 44,4 milioni di ettolitri di vino, contro i 36,1 milioni della Francia. Solo in termini di volume, l&#8217;Italia \u00e8 leader mondiale.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_c7b88a-11 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_c7b88a-11\">Ma la leadership non \u00e8 la stessa cosa della produzione. La Francia ha esportato solo 12,5 milioni di ettolitri nel 2025, contro i 21,0 milioni dell&#8217;Italia, eppure le esportazioni di vino francese valevano 11,2 miliardi di euro contro i 7,8 miliardi dell&#8217;Italia. In altre parole: l&#8217;Italia ha esportato circa il 68% in pi\u00f9 di vino in volume, mentre la Francia ha generato circa il 44% in pi\u00f9 di valore export.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_fe66d5-b6 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_fe66d5-b6\">I due rapporti che cambiano il quadro<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_ba9a77-ef wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ba9a77-ef\">Un modo utile per leggere il settore \u00e8 chiedersi quanta parte della produzione annuale viene assorbita in patria e quanta viene spedita all&#8217;estero. Non si tratta di identit\u00e0 contabili di magazzino \u2014 le importazioni, le scorte, gli usi industriali e i tempi contano \u2014 ma sono indicatori rivelatori della struttura del mercato.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_591b94-d7 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_eb6fa2-1d\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-3\" class=\"tablepress tablepress-id-3\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Paese \/ anno<\/th><th class=\"column-2\">Produzione<br \/>\nmhl<br \/>\n<\/th><th class=\"column-3\">Consumo<br \/>\nmhl<br \/>\n<\/th><th class=\"column-4\">Esportazioni<br \/>\nmhl<br \/>\n<br \/>\n<\/th><th class=\"column-5\">Consumo \/<br \/>\nproduzione<br \/>\n<\/th><th class=\"column-6\">Esportazioni \/<br \/>\nproduzione<br \/>\n<\/th><th class=\"column-7\">Valore export<br \/>\n\u20acmld<br \/>\n<\/th><td class=\"column-8\"><\/td>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italia 2024<\/td><td class=\"column-2\">44.1<\/td><td class=\"column-3\">22.3<\/td><td class=\"column-4\">21.4<\/td><td class=\"column-5\">50.6%<\/td><td class=\"column-6\">48.6%<\/td><td class=\"column-7\">8.1<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Italia 2025<\/td><td class=\"column-2\">44.4<\/td><td class=\"column-3\">20.2<\/td><td class=\"column-4\">21.0<\/td><td class=\"column-5\">45.5%<\/td><td class=\"column-6\">47.3%<\/td><td class=\"column-7\">7.8<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">Francia 2024<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.7<\/td><td class=\"column-4\">12.8<\/td><td class=\"column-5\">62.9%<\/td><td class=\"column-6\">35.4%<\/td><td class=\"column-7\">11.6<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Francia 2025<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.0<\/td><td class=\"column-4\">12.5<\/td><td class=\"column-5\">60.9%<\/td><td class=\"column-6\">34.6%<\/td><td class=\"column-7\">11.2<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-3 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_b43bbc-87 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b43bbc-87\">Nel 2025, il consumo interno rappresentava circa il 45,5% della produzione italiana, contro il 60,9% in Francia. Il rapporto esportazioni\/volume dell&#8217;Italia era circa il 47,3%; quello della Francia il 34,6%. Il modello italiano \u00e8 quindi pi\u00f9 dipendente dal volume e pi\u00f9 esposto alla domanda esterna, mentre la Francia estrae molto pi\u00f9 valore da ogni litro esportato.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_1ea317-7f wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_1ea317-7f\">Poi \u00e8 arrivato lo shock tariffario americano<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_4f7d02-e1 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_4f7d02-e1\">Gli Stati Uniti contano perch\u00e9 rappresentano il pi\u00f9 grande mercato del vino al mondo e una destinazione premium cruciale. Nell&#8217;aprile 2025, gli Stati Uniti hanno introdotto una tariffa base del 10% sulla maggior parte delle importazioni dall&#8217;UE; il successivo quadro USA-UE ha portato il tetto applicabile per la maggior parte dei beni UE al 15%. Il vino non ha ricevuto l&#8217;esenzione a tariffa zero che il settore europeo sperava.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_6fd010-05 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_6fd010-05\">I dati dell&#8217;intero anno 2025 non costituiscono quindi un esperimento di laboratorio pulito: le tariffe hanno influito solo su parte dell&#8217;anno, mentre i movimenti valutari, la domanda pi\u00f9 debole e i cambiamenti nel comportamento dei consumatori erano anch&#8217;essi all&#8217;opera. Tuttavia, la direzione \u00e8 sorprendente. Le vendite di vino italiano negli Stati Uniti sono scese a circa 1,7 miliardi di euro, in calo del 9,1% su base annua. Per la Francia, gli Stati Uniti sono rimasti la principale destinazione, ma il valore delle esportazioni \u00e8 sceso di circa 0,4 miliardi di euro, ovvero il 19%.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_24ea7c-78 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_a47fd8-b3\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-10\" class=\"tablepress tablepress-id-10\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Mercato USA<\/th><th class=\"column-2\">Valore 2024*<\/th><th class=\"column-3\">Valore 2025<\/th><th class=\"column-4\">Variazione annua<\/th><th class=\"column-5\">Cosa suggerisce<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Vino italiano<\/td><td class=\"column-2\">~1,87 mld\u20ac<\/td><td class=\"column-3\">1,70 mld\u20ac<\/td><td class=\"column-4\">\u22129,1%<\/td><td class=\"column-5\">Alta esposizione, ma relativamente resiliente<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Vino francese<\/td><td class=\"column-2\">~2,11 mld\u20ac<\/td><td class=\"column-3\">~1,71 mld\u20ac<\/td><td class=\"column-4\">\u221219%<\/td><td class=\"column-5\">Il valore premium non elimina la sensibilit\u00e0 tariffaria<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-10 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_aad14e-d6 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_aad14e-d6\"><em><em>*I valori 2024 sono ricostruiti a partire dal valore 2025 riportato dall&#8217;OIV e dalla variazione annua; arrotondati.<\/em><\/em><\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_ead06e-3d wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ead06e-3d\">Quindi, l&#8217;Italia sta vincendo?<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_c6f3f2-36 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_c6f3f2-36\">S\u00ec, se il gioco \u00e8 la scala produttiva, la portata geografica e la capacit\u00e0 di collocare enormi volumi di vino in tutto il mondo. No, se il gioco \u00e8 catturare il massimo valore economico da ogni litro prodotto.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_e8154d-5d wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_e8154d-5d\">Questo \u00e8 l&#8217;impasse italiano. Produrre di pi\u00f9 \u00e8 un punto di forza finch\u00e9 la domanda non rallenta. Allora la scala pu\u00f2 diventare pressione: le scorte aumentano, il potere di determinazione dei prezzi si indebolisce e la dipendenza dalle esportazioni trasforma le frizioni geopolitiche in un problema interno. L&#8217;OIV segnala che le scorte di vino italiano hanno raggiunto 61 milioni di ettolitri nel gennaio 2026, il 6% in pi\u00f9 rispetto all&#8217;anno precedente. Allo stesso tempo, il consumo interno italiano \u00e8 sceso del 9,4% nel 2025.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_6b148e-98 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_6b148e-98\">La Francia affronta lo stesso declino globale del consumo, ma il suo modello racconta una storia diversa. Il raccolto 2025 \u00e8 stato insolitamente scarso, eppure il paese ha comunque generato 11,2 miliardi di euro di esportazioni di vino. La lezione non \u00e8 che l&#8217;Italia dovrebbe diventare la Francia. La diversit\u00e0, l&#8217;accessibilit\u00e0 e la scala del vino italiano sono asset competitivi. La lezione \u00e8 che la leadership di volume deve essere convertita in leadership di valore.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_132423-bc wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_132423-bc\">La leadership non \u00e8 un podio. \u00c8 una posizione.<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_74f1ea-6f wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_74f1ea-6f\">In un mercato del vino in contrazione, la domanda pi\u00f9 importante potrebbe non essere pi\u00f9 &#8216;Chi produce di pi\u00f9?&#8217; ma &#8216;Chi riesce a far contare di pi\u00f9 ogni bottiglia?&#8217; Ci\u00f2 significa marchi pi\u00f9 forti, una narrazione territoriale pi\u00f9 chiara, una premiumizzazione dove credibile, migliori relazioni dirette con i consumatori ed esperienze che rendono il vino pi\u00f9 di una semplice commodity.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_a02701-6f wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_a02701-6f\"><strong><strong>Essere primi \u00e8 una statistica. La leadership \u00e8 la capacit\u00e0 di rimanere desiderabili quando il mercato smette di crescere.<\/strong><\/strong><\/p>\n\n\n\n<p class=\"kt-adv-heading3187_35f953-fe wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_35f953-fe\">E forse \u00e8 qui che inizia il prossimo capitolo del vino italiano: non producendo pi\u00f9 di tutti gli altri, ma facendo capire al mondo perch\u00e9 ci\u00f2 che gi\u00e0 produce vale di pi\u00f9.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_a3ba17-45 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_a3ba17-45\">Nota sui dati e fonti<\/h4>\n\n\n\n<div class=\"wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items3187_66abdb-89 kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_e00b2d-fe\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Organizzazione Internazionale della Vigna e del Vino (OIV), State of the World Wine Sector in 2025, pubblicato a maggio 2026. Produzione, consumo, esportazioni, valore delle esportazioni e variazioni verso gli Stati Uniti.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_800fb3-a9\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Commissione Europea, informazioni 2025 sulle tariffe universali statunitensi: tariffa base del 10% applicabile dal 5 aprile 2025.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_c85b14-a8\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Ufficio del Rappresentante commerciale degli Stati Uniti (USTR), quadro USA-UE \/ azioni tariffarie, 2025: quadro successivo che stabilisce un tetto tariffario del 15% per la maggior parte dei beni UE.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_bffa6d-54\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Rapporti calcolati da Viravia sui dati OIV. Consumo\/produzione ed esportazioni\/produzione sono rapporti analitici, non misure di equilibrio fisico delle scorte.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-tab kt-tab-inner-content kt-inner-tab-4 kt-inner-tab3187_058dc7-bf\"><div class=\"kt-tab-inner-content-inner\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_3b0e8e-aa alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_47b4aa-cb\"><div class=\"kt-inside-inner-col\">\n<h4 class=\"kt-adv-heading3187_6d0e3c-e9 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_6d0e3c-e9\">Erster sein und trotzdem verlieren: Was uns Italiens Weinparadox \u00fcber F\u00fchrung lehrt<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_4e43a3-03 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_4e43a3-03\">Italien ist der weltweit gr\u00f6\u00dfte Weinproduzent. Frankreich verdient mehr, obwohl es weniger verkauft. Auf den ersten Blick hat einer von beiden gewonnen. Schaut man genauer hin, wird die Punktetafel wesentlich interessanter.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_dd1a4a-78 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_dd1a4a-78\">Die verf\u00fchrerische Einfachheit, Nummer 1 zu sein<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_53610b-cd wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_53610b-cd\">Der Wein liebt Ranglisten: Hektar, Hektoliter, Flaschen, Exportwert. Sie sind leicht zu verstehen und noch leichter zu feiern. Im Jahr 2025 produzierte Italien 44,4 Millionen Hektoliter Wein, gegen\u00fcber 36,1 Millionen in Frankreich. Allein nach Volumen ist Italien weltweit f\u00fchrend.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_d5efe7-54 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_d5efe7-54\">Doch F\u00fchrung ist nicht dasselbe wie Aussto\u00df. Frankreich exportierte 2025 nur 12,5 Millionen Hektoliter, verglichen mit 21,0 Millionen in Italien, doch die franz\u00f6sischen Weinexporte waren 11,2 Milliarden Euro wert gegen\u00fcber 7,8 Milliarden in Italien. Anders ausgedr\u00fcckt: Italien exportierte volumenm\u00e4\u00dfig rund 68 % mehr Wein, w\u00e4hrend Frankreich rund 44 % mehr Exportwert erzielte.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_f2cd6f-be wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_f2cd6f-be\">Die zwei Kennzahlen, die das Bild ver\u00e4ndern<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_1946cb-cc wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_1946cb-cc\">Eine n\u00fctzliche Methode, die Branche zu lesen, besteht darin zu fragen, wie viel der Jahresproduktion im Inland verbraucht und wie viel ins Ausland verschifft wird. Dies sind keine buchhalterischen Bestandsidentit\u00e4ten \u2013 Importe, Lagerbest\u00e4nde, industrielle Verwendungen und Timing spielen eine Rolle \u2013, aber sie sind aufschlussreiche Indikatoren f\u00fcr die Marktstruktur.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_977bbf-f4 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_8c4bed-6a\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-6\" class=\"tablepress tablepress-id-6\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Land \/ Jahr<\/th><th class=\"column-2\">Produktion<br \/>\nmhl<br \/>\n<\/th><th class=\"column-3\">Verbrauch mhl<br \/>\n<\/th><th class=\"column-4\">Exporte<br \/>\nmhl<br \/>\n<br \/>\n<\/th><th class=\"column-5\">Verbrauch \/<br \/>\nProduktion<br \/>\n<br \/>\n<\/th><th class=\"column-6\">Exporte \/<br \/>\nProduktion<br \/>\n<br \/>\n<\/th><th class=\"column-7\">Exportwert<br \/>\nMrd. \u20ac<br \/>\n<br \/>\n<\/th><td class=\"column-8\"><\/td>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italien 2024<\/td><td class=\"column-2\">44.1<\/td><td class=\"column-3\">22.3<\/td><td class=\"column-4\">21.4<\/td><td class=\"column-5\">50.6%<\/td><td class=\"column-6\">48.6%<\/td><td class=\"column-7\">8.1<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Italien 2025<\/td><td class=\"column-2\">44.4<\/td><td class=\"column-3\">20.2<\/td><td class=\"column-4\">21.0<\/td><td class=\"column-5\">45.5%<\/td><td class=\"column-6\">47.3%<\/td><td class=\"column-7\">7.8<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">Frankreich 2024<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.7<\/td><td class=\"column-4\">12.8<\/td><td class=\"column-5\">62.9%<\/td><td class=\"column-6\">35.4%<\/td><td class=\"column-7\">11.6<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Frankreich 2025<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.0<\/td><td class=\"column-4\">12.5<\/td><td class=\"column-5\">60.9%<\/td><td class=\"column-6\">34.6%<\/td><td class=\"column-7\">11.2<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-6 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_6b4e9e-ac wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_6b4e9e-ac\">2025 machte der Inlandsverbrauch rund 45,5 % der italienischen Produktion aus, gegen\u00fcber 60,9 % in Frankreich. Italiens Exportvolumenquote lag bei etwa 47,3 %, die Frankreichs bei 34,6 %. Das italienische Modell ist somit st\u00e4rker volumenabh\u00e4ngig und anf\u00e4lliger f\u00fcr externe Nachfrage, w\u00e4hrend Frankreich aus jedem exportierten Liter deutlich mehr Wert erzielt.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_14a113-c7 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_14a113-c7\">Dann kam der amerikanische Zollschock<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_a2ecbc-63 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_a2ecbc-63\">Die USA sind wichtig, weil sie der weltweit gr\u00f6\u00dfte Weinmarkt und ein entscheidendes Premiumziel sind. Im April 2025 f\u00fchrten die USA einen Basiszoll von 10 % auf die meisten EU-Importe ein; der sp\u00e4tere US-EU-Rahmen hob die geltende Obergrenze f\u00fcr die meisten EU-Waren auf 15 % an. Wein erhielt nicht die Nullzoll-Ausnahme, auf die der europ\u00e4ische Sektor gehofft hatte.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_dcab9e-8c wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_dcab9e-8c\">Die Zahlen f\u00fcr das Gesamtjahr 2025 sind daher kein sauberes Laborexperiment: Z\u00f6lle wirkten sich nur auf einen Teil des Jahres aus, w\u00e4hrend W\u00e4hrungsbewegungen, schw\u00e4chere Nachfrage und ver\u00e4ndertes Verbraucherverhalten ebenfalls eine Rolle spielten. Dennoch ist die Richtung auff\u00e4llig. Italiens Weinverk\u00e4ufe in die USA fielen auf rund 1,7 Milliarden Euro, ein R\u00fcckgang von 9,1 % im Jahresvergleich. F\u00fcr Frankreich blieben die USA das wichtigste Ziel, doch der Exportwert sank um rund 0,4 Milliarden Euro, also 19 %.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_6254fa-0c alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_5c0b45-a7\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-9\" class=\"tablepress tablepress-id-9\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">US-Markt<\/th><th class=\"column-2\">Wert 2024*<\/th><th class=\"column-3\">Wert 2025<\/th><th class=\"column-4\">Ver\u00e4nderung gg\u00fc. Vorjahr<\/th><th class=\"column-5\">Was es nahelegt<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italienischer Wein<\/td><td class=\"column-2\">~1,87 Mrd. \u20ac<\/td><td class=\"column-3\">1,70 Mrd. \u20ac<\/td><td class=\"column-4\">\u22129,1 %<\/td><td class=\"column-5\">Hohe Exposition, aber vergleichsweise widerstandsf\u00e4hig<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Franz\u00f6sischer Wein<\/td><td class=\"column-2\">~2,11 Mrd. \u20ac<\/td><td class=\"column-3\">~1,71 Mrd. \u20ac<\/td><td class=\"column-4\">\u221219 %<\/td><td class=\"column-5\">Premiumwert eliminiert nicht die Zollsensibilit\u00e4t<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-9 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_6c1a07-0d wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_6c1a07-0d\"><em><em>*Die Werte f\u00fcr 2024 wurden anhand des von der OIV gemeldeten Werts f\u00fcr 2025 und der Jahresver\u00e4nderung rekonstruiert; gerundet.<\/em><\/em><\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_6de22f-49 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_6de22f-49\">Gewinnt Italien also?<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_87faff-f4 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_87faff-f4\">Ja \u2013 wenn es um Produktionsumfang, geografische Reichweite und die F\u00e4higkeit geht, riesige Weinmengen weltweit zu platzieren. Nein \u2013 wenn es darum geht, den gr\u00f6\u00dften wirtschaftlichen Wert aus jedem produzierten Liter zu erzielen.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_f65a02-12 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_f65a02-12\">Das ist Italiens Dilemma. Mehr zu produzieren ist eine St\u00e4rke, bis die Nachfrage nachl\u00e4sst. Dann kann Umfang zu Druck werden: Die Lagerbest\u00e4nde steigen, die Preissetzungsmacht schw\u00e4cht sich ab, und die Exportabh\u00e4ngigkeit verwandelt geopolitische Reibungen in ein innenpolitisches Problem. Die OIV stellt fest, dass die italienischen Weinbest\u00e4nde im Januar 2026 61 Millionen Hektoliter erreichten, 6 % mehr als ein Jahr zuvor. Gleichzeitig fiel der italienische Inlandsverbrauch 2025 um 9,4 %.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_241806-f4 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_241806-f4\">Frankreich sieht sich demselben weltweiten R\u00fcckgang des Weinkonsums gegen\u00fcber, doch sein Modell erz\u00e4hlt eine andere Geschichte. Die Ernte 2025 fiel ungew\u00f6hnlich klein aus, dennoch erzielte das Land weiterhin 11,2 Milliarden Euro an Weinexporten. Die Lehre daraus ist nicht, dass Italien zu Frankreich werden sollte. Die Vielfalt, Zug\u00e4nglichkeit und Gr\u00f6\u00dfe des italienischen Weins sind Wettbewerbsvorteile. Die Lehre ist, dass Volumenf\u00fchrerschaft in Wertf\u00fchrerschaft umgewandelt werden muss.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_eef720-82 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_eef720-82\">F\u00fchrung ist kein Podium. Sie ist eine Position.<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_c8a4c6-fb wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_c8a4c6-fb\">In einem schrumpfenden Weinmarkt lautet die wichtigste Frage vielleicht nicht mehr &#8216;Wer produziert am meisten?&#8217;, sondern &#8216;Wer kann jede Flasche wichtiger machen?&#8217; Das bedeutet st\u00e4rkere Marken, klareres regionales Storytelling, glaubw\u00fcrdige Premiumisierung, bessere direkte Beziehungen zu den Verbrauchern und Erlebnisse, die Wein zu mehr als einer Handelsware machen.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_ccf922-db wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ccf922-db\"><strong><strong>Erster zu sein ist eine Statistik. F\u00fchrung ist die F\u00e4higkeit, begehrt zu bleiben, wenn der Markt aufh\u00f6rt zu wachsen.<\/strong><\/strong><\/p>\n\n\n\n<p class=\"kt-adv-heading3187_8c1ba5-8a wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_8c1ba5-8a\">Und vielleicht beginnt genau dort das n\u00e4chste Kapitel des italienischen Weins: nicht indem mehr produziert wird als alle anderen, sondern indem die Welt versteht, warum das, was bereits produziert wird, mehr wert ist.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_cc12d6-43 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_cc12d6-43\">Datenhinweis &amp; Quellen<\/h4>\n\n\n\n<div class=\"wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items3187_33649b-6b kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_1d75bc-09\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Internationale Organisation f\u00fcr Rebe und Wein (OIV), State of the World Wine Sector in 2025, ver\u00f6ffentlicht im Mai 2026. Produktion, Verbrauch, Exporte, Exportwert und Ver\u00e4nderungen im US-Zielmarkt.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_e282e9-d4\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Europ\u00e4ische Kommission, Informationen 2025 zu den universellen US-Z\u00f6llen: Basiszoll von 10 %, g\u00fcltig ab dem 5. April 2025.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_126188-b8\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">B\u00fcro des US-Handelsbeauftragten (USTR), US-EU-Rahmen \/ Zollma\u00dfnahmen, 2025: nachfolgender Rahmen mit einer Zollobergrenze von 15 % f\u00fcr die meisten EU-Waren.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_79c263-8f\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Von Viravia anhand der OIV-Daten berechnete Verh\u00e4ltnisse. Verbrauch\/Produktion und Exporte\/Produktion sind analytische Kennzahlen, keine Messungen des physischen Lagerbestands.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-tab kt-tab-inner-content kt-inner-tab-5 kt-inner-tab3187_3436b3-31\"><div class=\"kt-tab-inner-content-inner\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_244230-bb alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_5973a7-d7\"><div class=\"kt-inside-inner-col\">\n<h4 class=\"kt-adv-heading3187_2f0243-6a wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_2f0243-6a\">Ser el primero y aun as\u00ed perder: lo que la paradoja del vino italiano nos ense\u00f1a sobre el liderazgo<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_09c871-30 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_09c871-30\">Italia es el mayor productor de vino del mundo. Francia gana m\u00e1s vendiendo menos. A primera vista, uno de los dos ha ganado. Miren de nuevo, y el marcador se vuelve mucho m\u00e1s interesante.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_7a7f49-2f wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_7a7f49-2f\">La seductora simplicidad de ser el n\u00famero 1<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_7d94dc-51 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_7d94dc-51\">Al vino le encantan los rankings: hect\u00e1reas, hectolitros, botellas, valor de las exportaciones. Son f\u00e1ciles de entender y a\u00fan m\u00e1s f\u00e1ciles de celebrar. En 2025 Italia produjo 44,4 millones de hectolitros de vino, frente a los 36,1 millones de Francia. Solo en volumen, Italia es el l\u00edder mundial.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_0f81e2-a4 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_0f81e2-a4\">Pero el liderazgo no es lo mismo que la producci\u00f3n. Francia export\u00f3 solo 12,5 millones de hectolitros en 2025, frente a los 21,0 millones de Italia, y sin embargo las exportaciones de vino franc\u00e9s valieron 11.200 millones de euros frente a los 7.800 millones de Italia. Dicho de otro modo: Italia export\u00f3 aproximadamente un 68% m\u00e1s de vino en volumen, mientras que Francia gener\u00f3 aproximadamente un 44% m\u00e1s de valor de exportaci\u00f3n.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_b0f9bf-7a wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b0f9bf-7a\">Las dos proporciones que cambian el panorama<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_ac507e-f8 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ac507e-f8\">Una forma \u00fatil de leer el sector es preguntarse cu\u00e1nta producci\u00f3n anual se absorbe en el mercado interno y cu\u00e1nta se env\u00eda al extranjero. No son identidades contables de inventario \u2014las importaciones, las existencias, los usos industriales y el momento importan\u2014, pero son indicadores reveladores de la estructura del mercado.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_c7ba03-58 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_22e499-86\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-7\" class=\"tablepress tablepress-id-7\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Pa\u00eds \/ a\u00f1o<\/th><th class=\"column-2\">Producci\u00f3n<br \/>\nmhl<br \/>\n<\/th><th class=\"column-3\">Consumo<br \/>\nmhl<br \/>\n<\/th><th class=\"column-4\">Exportaciones<br \/>\nmhl<br \/>\n<br \/>\n<\/th><th class=\"column-5\">Consumo \/<br \/>\nproducci\u00f3n<br \/>\n<br \/>\n<\/th><th class=\"column-6\">Exportaciones \/<br \/>\nproducci\u00f3n<br \/>\n<\/th><th class=\"column-7\">Valor export.<br \/>\nM\u20ac<br \/>\n<br \/>\n<\/th><td class=\"column-8\"><\/td>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Italia 2024<\/td><td class=\"column-2\">44.1<\/td><td class=\"column-3\">22.3<\/td><td class=\"column-4\">21.4<\/td><td class=\"column-5\">50.6%<\/td><td class=\"column-6\">48.6%<\/td><td class=\"column-7\">8.1<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Italia 2025<\/td><td class=\"column-2\">44.4<\/td><td class=\"column-3\">20.2<\/td><td class=\"column-4\">21.0<\/td><td class=\"column-5\">45.5%<\/td><td class=\"column-6\">47.3%<\/td><td class=\"column-7\">7.8<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">Francia 2024<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.7<\/td><td class=\"column-4\">12.8<\/td><td class=\"column-5\">62.9%<\/td><td class=\"column-6\">35.4%<\/td><td class=\"column-7\">11.6<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Francia 2025<\/td><td class=\"column-2\">36.1<\/td><td class=\"column-3\">22.0<\/td><td class=\"column-4\">12.5<\/td><td class=\"column-5\">60.9%<\/td><td class=\"column-6\">34.6%<\/td><td class=\"column-7\">11.2<\/td><td class=\"column-8\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-7 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_9d0dbd-f9 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_9d0dbd-f9\">En 2025, el consumo interno represent\u00f3 aproximadamente el 45,5% de la producci\u00f3n italiana, frente al 60,9% en Francia. El ratio de exportaci\u00f3n en volumen de Italia fue de aproximadamente el 47,3%; el de Francia, del 34,6%. El modelo italiano es, por tanto, m\u00e1s dependiente del volumen y m\u00e1s expuesto a la demanda externa, mientras que Francia extrae sustancialmente m\u00e1s valor de cada litro exportado.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_605ed6-50 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_605ed6-50\">Luego lleg\u00f3 el choque arancelario estadounidense<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_e67e7b-7f wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_e67e7b-7f\">Estados Unidos importa porque es el mayor mercado de vino del mundo y un destino premium crucial. En abril de 2025, Estados Unidos introdujo un arancel base del 10% sobre la mayor\u00eda de las importaciones de la UE; el posterior marco EE.UU.-UE elev\u00f3 el techo aplicable para la mayor\u00eda de los bienes de la UE al 15%. El vino no recibi\u00f3 la exenci\u00f3n arancelaria del 0% que el sector europeo esperaba.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_fda28f-26 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_fda28f-26\">Las cifras del a\u00f1o completo 2025 no son, por tanto, un experimento de laboratorio limpio: los aranceles afectaron solo a parte del a\u00f1o, mientras que los movimientos cambiarios, la demanda m\u00e1s d\u00e9bil y el cambio en el comportamiento de los consumidores tambi\u00e9n influyeron. Aun as\u00ed, la direcci\u00f3n es llamativa. Las ventas de vino italiano en EE.UU. cayeron a unos 1.700 millones de euros, un descenso interanual del 9,1%. Para Francia, EE.UU. sigui\u00f3 siendo el principal destino, pero el valor de las exportaciones cay\u00f3 aproximadamente 400 millones de euros, un 19%.<\/p>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_525dc8-7a alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_c19c67-26\"><div class=\"kt-inside-inner-col\">\n<table id=\"tablepress-8\" class=\"tablepress tablepress-id-8\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Mercado de EE.UU.<\/th><th class=\"column-2\">Valor 2024*<\/th><th class=\"column-3\">Valor 2025<\/th><th class=\"column-4\">Variaci\u00f3n interanual<\/th><th class=\"column-5\">Qu\u00e9 sugiere<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Vino italiano<\/td><td class=\"column-2\">~1.870 M\u20ac<\/td><td class=\"column-3\">1.700 M\u20ac<\/td><td class=\"column-4\">\u22129,1%<\/td><td class=\"column-5\">Alta exposici\u00f3n, pero relativamente resiliente<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Vino franc\u00e9s<\/td><td class=\"column-2\">~2.110 M\u20ac<\/td><td class=\"column-3\">~1.710 M\u20ac<\/td><td class=\"column-4\">\u221219%<\/td><td class=\"column-5\">El valor premium no elimina la sensibilidad arancelaria<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-8 from cache -->\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"kt-adv-heading3187_ece1bd-04 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ece1bd-04\"><em><em>*Los valores de 2024 se han reconstruido a partir del valor de 2025 reportado por la OIV y la variaci\u00f3n interanual; redondeados.<\/em><\/em><\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_928326-c5 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_928326-c5\">Entonces, \u00bfest\u00e1 ganando Italia?<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_e2c89a-10 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_e2c89a-10\">S\u00ed, si el juego consiste en la escala de producci\u00f3n, el alcance geogr\u00e1fico y la capacidad de colocar enormes vol\u00famenes de vino por todo el mundo. No, si el juego consiste en capturar el mayor valor econ\u00f3mico de cada litro producido.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_1d6011-d6 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_1d6011-d6\">Ese es el callej\u00f3n sin salida italiano. Producir m\u00e1s es una fortaleza hasta que la demanda se ralentiza. Entonces la escala puede convertirse en presi\u00f3n: los inventarios aumentan, el poder de fijaci\u00f3n de precios se debilita y la dependencia de las exportaciones convierte la fricci\u00f3n geopol\u00edtica en un problema interno. La OIV se\u00f1ala que las existencias de vino italiano alcanzaron los 61 millones de hectolitros en enero de 2026, un 6% m\u00e1s que un a\u00f1o antes. Al mismo tiempo, el consumo interno italiano cay\u00f3 un 9,4% en 2025.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_71fc4d-78 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_71fc4d-78\">Francia se enfrenta al mismo declive global del consumo, pero su modelo cuenta una historia diferente. Su cosecha de 2025 fue inusualmente peque\u00f1a, y aun as\u00ed el pa\u00eds gener\u00f3 11.200 millones de euros en exportaciones de vino. La lecci\u00f3n no es que Italia deba convertirse en Francia. La diversidad, accesibilidad y escala del vino italiano son activos competitivos. La lecci\u00f3n es que el liderazgo en volumen necesita convertirse en liderazgo en valor.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_ed55f9-98 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_ed55f9-98\">El liderazgo no es un podio. Es una posici\u00f3n.<\/h4>\n\n\n\n<p class=\"kt-adv-heading3187_b5a533-49 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_b5a533-49\">En un mercado del vino en contracci\u00f3n, la pregunta m\u00e1s importante puede que ya no sea &#8216;\u00bfQui\u00e9n produce m\u00e1s?&#8217;, sino &#8216;\u00bfQui\u00e9n puede hacer que cada botella importe m\u00e1s?&#8217; Eso significa marcas m\u00e1s fuertes, una narrativa regional m\u00e1s clara, premiumizaci\u00f3n donde sea cre\u00edble, mejores relaciones directas con los consumidores y experiencias que hagan del vino algo m\u00e1s que una materia prima.<\/p>\n\n\n\n<p class=\"kt-adv-heading3187_9f4f66-50 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_9f4f66-50\"><strong><strong>Ser el primero es una estad\u00edstica. El liderazgo es la capacidad de seguir siendo deseable cuando el mercado deja de crecer.<\/strong><\/strong><\/p>\n\n\n\n<p class=\"kt-adv-heading3187_67a576-54 wp-block-kadence-advancedheading has-theme-palette-4-color has-text-color\" data-kb-block=\"kb-adv-heading3187_67a576-54\">Y quiz\u00e1 ah\u00ed es donde comienza el pr\u00f3ximo cap\u00edtulo del vino italiano: no produciendo m\u00e1s que todos los dem\u00e1s, sino haciendo que el mundo entienda por qu\u00e9 lo que ya produce vale m\u00e1s.<\/p>\n\n\n\n<h4 class=\"kt-adv-heading3187_0977c1-92 wp-block-kadence-advancedheading has-custom-color-2-color has-text-color\" data-kb-block=\"kb-adv-heading3187_0977c1-92\">Nota sobre los datos y fuentes<\/h4>\n\n\n\n<div class=\"wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items3187_35bd2c-58 kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_ec3d41-97\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Organizaci\u00f3n Internacional de la Vi\u00f1a y el Vino (OIV), State of the World Wine Sector in 2025, publicado en mayo de 2026. Producci\u00f3n, consumo, exportaciones, valor de las exportaciones y cambios en el destino de EE.UU.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_000ff6-1e\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Comisi\u00f3n Europea, informaci\u00f3n de 2025 sobre los aranceles universales de EE.UU.: arancel base del 10% aplicable desde el 5 de abril de 2025.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_98df19-d2\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Oficina del Representante Comercial de Estados Unidos (USTR), Marco EE.UU.-UE \/ acciones arancelarias, 2025: marco posterior que establece un techo arancelario del 15% para la mayor\u00eda de los bienes de la UE.<\/span><\/li>\n\n\n\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-3187_5d9a53-b1\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_wine-glass-alt kt-svg-icon-list-single\"><svg viewBox=\"0 0 288 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M216 464h-40V346.81c68.47-15.89 118.05-79.91 111.4-154.16l-15.95-178.1C270.71 6.31 263.9 0 255.74 0H32.26c-8.15 0-14.97 6.31-15.7 14.55L.6 192.66C-6.05 266.91 43.53 330.93 112 346.82V464H72c-22.09 0-40 17.91-40 40 0 4.42 3.58 8 8 8h208c4.42 0 8-3.58 8-8 0-22.09-17.91-40-40-40zM61.75 48h164.5l7.17 80H54.58l7.17-80z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Ratios calculados por Viravia a partir de las cifras de la OIV. Consumo\/producci\u00f3n y exportaciones\/producci\u00f3n son ratios anal\u00edticos, no medidas de equilibrio f\u00edsico de existencias.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div>\n\n\n<div class=\"kb-row-layout-wrap kb-row-layout-id3187_14b243-c8 alignfull has-custom-color-2-background-color kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_248f0d-4a\"><div class=\"kt-inside-inner-col\"><div class=\"kb-row-layout-wrap kb-row-layout-id3187_c61cf8-60 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle\">\n\n<div class=\"wp-block-kadence-column kadence-column3187_3098bd-c9\"><div class=\"kt-inside-inner-col\">\n<p 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#mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox input[type=checkbox]:checked~.label-description::after {\n        background-image: url(\"data:image\/svg+xml,%3csvg xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='0 0 8 8'%3e%3cpath fill='%23fff' d='M6.564.75l-3.59 3.612-1.538-1.55L0 4.26 2.974 7.25 8 2.193z'\/%3e%3c\/svg%3e\");\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-input:checked~.custom-control-label::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-input:checked~.custom-control-label::after {\n        background-image: url(\"data:image\/svg+xml,%3csvg xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='-4 -4 8 8'%3e%3ccircle r='3' fill='%23fff'\/%3e%3c\/svg%3e\");\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-input:checked~.custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-input:checked~.custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-input:checked~.custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-input:checked~.custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox input[type=checkbox]:checked~.label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox input[type=checkbox]:checked~.label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow input[type=checkbox]:checked~.label-description::before  {\n          border-color: #000000!important;\n          background-color: #000000!important;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-label::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-label::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-label::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-label::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-label::after {\n           top: 2px;\n           box-sizing: border-box;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::after {\n           top: 0px!important;\n           box-sizing: border-box!important;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::after {\n        top: 0px!important;\n           box-sizing: border-box!important;\n      }\n\n       #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox .label-description::after {\n            top: 0px!important;\n            box-sizing: border-box!important;\n            position: absolute;\n            left: -1.5rem;\n            display: block;\n            width: 1rem;\n            height: 1rem;\n            content: \"\";\n       }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox .label-description::before {\n        top: 0px!important;\n        box-sizing: border-box!important;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .custom-control-label::before {\n          position: absolute;\n          top: 4px;\n          left: -1.5rem;\n          display: block;\n          width: 16px;\n          height: 16px;\n          pointer-events: none;\n          content: \"\";\n          background-color: #ffffff;\n          border: #adb5bd solid 1px;\n          border-radius: 50%;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .custom-control-label::after {\n          position: absolute;\n          top: 2px!important;\n          left: -1.5rem;\n          display: block;\n          width: 1rem;\n          height: 1rem;\n          content: \"\";\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox .label-description::before, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::before {\n          position: absolute;\n          top: 4px;\n          left: -1.5rem;\n          display: block;\n          width: 16px;\n          height: 16px;\n          pointer-events: none;\n          content: \"\";\n          background-color: #ffffff;\n          border: #adb5bd solid 1px;\n          border-radius: 50%;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::after {\n          position: absolute;\n          top: 0px!important;\n          left: -1.5rem;\n          display: block;\n          width: 1rem;\n          height: 1rem;\n          content: \"\";\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::after {\n          position: absolute;\n          top: 0px!important;\n          left: -1.5rem;\n          display: block;\n          width: 1rem;\n          height: 1rem;\n          content: \"\";\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .custom-radio .custom-control-label::after {\n          background: no-repeat 50%\/50% 50%;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .custom-checkbox .custom-control-label::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox .label-description::after, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::after {\n          background: no-repeat 50%\/50% 50%;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-control, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-control {\n        position: relative;\n        display: block;\n        min-height: 1.5rem;\n        padding-left: 1.5rem;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-input, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-input, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-input, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-input {\n          position: absolute;\n          z-index: -1;\n          opacity: 0;\n          box-sizing: border-box;\n          padding: 0;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-label, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-label, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-label, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-label {\n          color: #000000;\n          font-size: 12px!important;\n          font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n          line-height: 22px;\n          margin-bottom: 0;\n          position: relative;\n          vertical-align: top;\n          font-style: normal;\n          font-weight: 700;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-select, #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-select {\n        background-color: #ffffff !important;\n        color: #333333 !important;\n        border-color: #cccccc;\n        border-radius: 4px !important;\n        border-style: solid !important;\n        border-width: 1px !important;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 14px !important;\n        line-height: 20px !important;\n        margin-bottom: 0;\n        margin-top: 0;\n        padding: 10px 28px 10px 12px !important;\n        width: 100% !important;\n        box-sizing: border-box !important;\n        max-width: 100% !important;\n        height: auto;\n        display: inline-block;\n        vertical-align: middle;\n        background: url('https:\/\/assets.mlcdn.com\/ml\/images\/default\/dropdown.svg') no-repeat right .75rem center\/8px 10px;\n        -webkit-appearance: none;\n        -moz-appearance: none;\n        appearance: none;\n      }\n\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow {\n        height: auto;\n        width: 100%;\n        float: left;\n      }\n      .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal { width: 70%; float: left; }\n      .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-button-horizontal { width: 30%; float: left; }\n      .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-button-horizontal.labelsOn { padding-top: 25px;  }\n      .ml-form-formContent.horozintalForm .ml-form-horizontalRow .horizontal-fields { box-sizing: border-box; float: left; padding-right: 10px;  }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow input {\n        background-color: #ffffff;\n        color: #333333;\n        border-color: #cccccc;\n        border-radius: 4px;\n        border-style: solid;\n        border-width: 1px;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 14px;\n        line-height: 20px;\n        margin-bottom: 0;\n        margin-top: 0;\n        padding: 10px 10px;\n        width: 100%;\n        box-sizing: border-box;\n        overflow-y: initial;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow button {\n        background-color: #c2456c !important;\n        border-color: #c2456c;\n        border-style: solid;\n        border-width: 1px;\n        border-radius: 4px;\n        box-shadow: none;\n        color: #ffffff !important;\n        cursor: pointer;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 14px !important;\n        font-weight: 700;\n        line-height: 20px;\n        margin: 0 !important;\n        padding: 10px !important;\n        width: 100%;\n        height: auto;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow button:hover {\n        background-color: #333333 !important;\n        border-color: #333333 !important;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow input[type=\"checkbox\"] {\n        box-sizing: border-box;\n        padding: 0;\n        position: absolute;\n        z-index: -1;\n        opacity: 0;\n        margin-top: 5px;\n        margin-left: -1.5rem;\n        overflow: visible;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description {\n        color: #000000;\n        display: block;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 12px;\n        text-align: left;\n        margin-bottom: 0;\n        position: relative;\n        vertical-align: top;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label {\n        font-weight: normal;\n        margin: 0;\n        padding: 0;\n        position: relative;\n        display: block;\n        min-height: 24px;\n        padding-left: 24px;\n\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label a {\n        color: #000000;\n        text-decoration: underline;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label p {\n        color: #000000 !important;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif !important;\n        font-size: 12px !important;\n        font-weight: normal !important;\n        line-height: 18px !important;\n        padding: 0 !important;\n        margin: 0 5px 0 0 !important;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label p:last-child {\n        margin: 0;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit {\n        margin: 0 0 20px 0;\n        float: left;\n        width: 100%;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit button {\n        background-color: #c2456c !important;\n        border: none !important;\n        border-radius: 4px !important;\n        box-shadow: none !important;\n        color: #ffffff !important;\n        cursor: pointer;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif !important;\n        font-size: 14px !important;\n        font-weight: 700 !important;\n        line-height: 21px !important;\n        height: auto;\n        padding: 10px !important;\n        width: 100% !important;\n        box-sizing: border-box !important;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit button.loading {\n        display: none;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit button:hover {\n        background-color: #333333 !important;\n      }\n      .ml-subscribe-close {\n        width: 30px;\n        height: 30px;\n        background: url('https:\/\/assets.mlcdn.com\/ml\/images\/default\/modal_close.png') no-repeat;\n        background-size: 30px;\n        cursor: pointer;\n        margin-top: -10px;\n        margin-right: -10px;\n        position: absolute;\n        top: 0;\n        right: 0;\n      }\n      .ml-error input, .ml-error textarea, .ml-error select {\n        border-color: red!important;\n      }\n\n      .ml-error .custom-checkbox-radio-list {\n        border: 1px solid red !important;\n        border-radius: 4px;\n        padding: 10px;\n      }\n\n      .ml-error .label-description,\n      .ml-error .label-description p,\n      .ml-error .label-description p a,\n      .ml-error label:first-child {\n        color: #ff0000 !important;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow.ml-error .label-description p,\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow.ml-error .label-description p:first-letter {\n        color: #ff0000 !important;\n      }\n            @media only screen and (max-width: 400px){\n\n        .ml-form-embedWrapper.embedDefault, .ml-form-embedWrapper.embedPopup { width: 100%!important; }\n        .ml-form-formContent.horozintalForm { float: left!important; }\n        .ml-form-formContent.horozintalForm .ml-form-horizontalRow { height: auto!important; width: 100%!important; float: left!important; }\n        .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal { width: 100%!important; }\n        .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal > div { padding-right: 0px!important; padding-bottom: 10px; }\n        .ml-form-formContent.horozintalForm .ml-button-horizontal { width: 100%!important; }\n        .ml-form-formContent.horozintalForm .ml-button-horizontal.labelsOn { padding-top: 0px!important; }\n\n      }\n    <\/style>\n\n    \n  \n    \n    <style type=\"text\/css\">\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions { text-align: left; float: left; width: 100%; }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsContent {\n        margin: 0 0 15px 0;\n        text-align: left;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsContent.horizontal {\n        margin: 0 0 15px 0;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsContent h4 {\n        color: #000000;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 12px;\n        font-weight: 700;\n        line-height: 18px;\n        margin: 0 0 10px 0;\n        word-break: break-word;\n      }\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsContent p {\n        color: #000000;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 12px;\n        line-height: 18px;\n        margin: 0 0 10px 0;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsContent.privacy-policy p {\n        color: #000000;\n        font-family: 'Open Sans', Arial, Helvetica, sans-serif;\n        font-size: 12px;\n        line-height: 22px;\n        margin: 0 0 10px 0;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsContent.privacy-policy p a {\n        color: #000000;\n      }\n\n      #mlb2-43731566.ml-form-embedContainer .ml-form-embedWrapper 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