NEWS
EU WINE PRODUCERS TARGET ASIAN MARKETS IN THE FACE OF TRUMP’S TARIFF THREATS
By Susan Lewis
21-7-2025
Credit: Siulan Law Mathews
Producers of Italy’s Chianti wine have demanded a new export strategy backed by the European Union targeting markets in Asia, South America and Africa following US President Donald Trump’s threat of 30 percent tariffs on European imports.
China, Japan, Taiwan and Vietnam are the main target markets for Chianti producers in Asia, according to Giovanni Busi, president of the Consorzio Vino Chianti, which represents 3,000 vineyards in the region.
“There is no point in feeling sorry for ourselves. It should be seen as an opportunity to accelerate a new export strategy, focusing on alternative and more stable markets,” said Busi, president of Consorzio Vino Chianti, an association gathering the Chianti wine producers in the Tuscany region.
He noted increased demand in Asian markets, including China, Japan, Vietnam and Taiwan, emphasizing the need for targeted promotion and distribution strategies.
In South America, Consorzio Vino Chianti plans to focus on exports to Brazil, Argentina and Uruguay.
“Africa and India are also areas where the wine consumption is beginning to spread,” Busi said.
On Saturday US President Donald Trump threatened to impose a 30 percent tariff on goods from Mexico and the EU from 1 August.
Italy exports more wine to the USA than any other country, shipments to USA make up 24 percent of Italy’s wine exports leaving it very exposed if the 30 percent materialised.
According to Federvini, Italy’s wine marketing board, the country exported €2 billion worth of wine, spirits and vinegars to the USA last year.
Wine producers in other EU countries such as Spain are also calling for an EU backed export strategy to divert exports from the USA.
Many of them eye Canada, Asia, Latin America and even the Middle East as their target countries or regions.
(the writer can be contacted at: info@thewinechronicle.com)
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