Italian growers are converting their lands for producing wine grapes due to the price competitiveness of wine.

The export volume of Italian wine increased by 12.4%, generating a total trade value of EUR 7.1 billion in 2021. Sparkling wine and Prosecco have conquered the international trade market as the main foreign buyers’ choice, followed by still wines. To maintain this positive trend, many growers have decided to convert their land and increase the production of Glera and Pinot Grigio grapes, both used for Prosecco. The main producers are Veneto and Friuli Venezia Giulia, in the North of the country where the total number of hectares destined for cultivation sharply grows every year.