As we head into 2025, the U.S. has solidified its position as a key driver of the global market for high-end Italian wines. A recent analysis of fine wine auction data from LIV-EX, a leading global wine exchange platform, reveals a marked increase in demand from American buyers, particularly for fine wines from Italy’s prestigious regions of Piedmont and Tuscany.
U.S. Buyers Driving Market Growth
LIV-EX's latest reports show a significant rise in U.S. activity within the fine wine market. In 2024, U.S. buyers accounted for 34.8% of total trade on Liv-ex, roughly 30% in recent years, this surge highlights the growing appetite for premium wines, with a clear preference for high-end Italian wines from renowned regions like Piedmont where they made up to 51.9% of all purchases.
Piedmont Wines See Substantial Growth
Italian Power 100, claiming 22 spots, nine more than last year and is now a formidable challenger to Burgundy and Bordeaux. Tuscany, especially Brunello (and declassified Brunello like Soldera Case Basse), leads the charge, producers, like Soldera Case Basse, up 154 spots. Produttori del Barbaresco, dominate in volume but trade at more affordable prices, Gaja and San Guido highlight Italy’s diversity. San Guido climbs 54 spots to third, offering a reliable, high-volume wine with consistent pricing, perfect for today's market. Sassicaia 2020 ranks third by value and eighth by volume. Gaja’s rise from 38th in 2022 to second. In total 70 vintages across 13 brands, Gaja remains one of the few to see its average price hold steady, making it a trusted investment. The Italian 100 index shows over 5 years an average increase of 18% despite the overall recent correction the market had. We feel with prices softening this encourages individuals to buy aggressively. Which is why everyone in the trade is talking about Italy wines at the start of 2025.
Tuscany's Prestigious Wines in High Demand
Tuscany, home to the famed Brunello di Montalcino, Chianti Classico, and Super Tuscans such as Sassicaia and Tignanello, has also experienced a surge in U.S. interest. LIV-EX data indicates that American collectors have been particularly active in purchasing top Super Tuscan wines, with Sassicaia alone seeing a 10% increase in U.S. transactions over the past year. Among Tuscany’s offerings, Brunello di Montalcino is one of the standout performers.
U.S. Buyers Set the Trend for Fine Wine
LIV-EX’s data shows that American buyers are willing to spend more on fine Italian wines, with the average purchase price for Piedmont and Tuscan wines now higher than that for Bordeaux counterparts. Specifically, the average price for Tuscan wines traded on Liv-ex has increased by 14% from 2023 to 2024, while Piedmontese wines have grown by 17%.
Conclusion
The U.S. market’s growing demand for high-end Italian wines, particularly from Piedmont and Tuscany, is a trend that looks set to continue into 2025. With data from LIV-EX revealing robust sales and increasing prices, it's clear that American buyers are increasingly focusing on the fine wines of these iconic regions. For collectors and investors, this represents a unique opportunity to capitalise on a market that is only gaining more and more momentum. This is Due to the dollar value rising. As the currency increases US buying power strengthens as well.
History shows that in Trumps first term Italy was one of the few countries exempt of tariffs imposed back in Jan 2017 and we saw through that period up until Jan 2020 the Italian 100 index grew 27.9%. What we know about Trump is he’s pro-business and we feel the US markets will potentially rally of the back of changes he makes. What those changes are might be tax related. If that’s the case businesses have more liquidity that might encourage more investment, more employment and generally more expansion which will help boost the economy, all these things we are keeping a close eye out for our clients.