Chianti Wine Grapples with Market Pressures and Climate Threats

Chianti wine producers are entering a pivotal phase marked by international uncertainty, climatic threats, and strategic realignments. As Giovanni Busi is confirmed for a new term as president of the Chianti Wine Consortium, the sector faces growing pressure from a slowdown in global demand, the looming risk of new U.S. tariffs, and repeated extreme weather events that have recently damaged vineyards in Tuscany. At the same time, producers are calling for bold reforms—from stricter controls on vineyard expansion to more effective public support for international promotion—as they work to safeguard the region’s wine economy and identity for the years ahead.

Giovanni Busi has been confirmed as president of the Chianti Wine Consortium for a new term that will run through 2028. His reappointment comes at a critical moment for the Tuscan wine industry, which is grappling with shifting global demand, climate instability, and concerns over future sustainability.

The Consortium has recently approved a 20% reduction in yields for 2025—a measure Busi described as necessary but insufficient. Cutting production may help in the short term, but long-term solutions must focus on strengthening global sales. Busi emphasized the need for a new approach to international promotion, with sustained investment aimed at reaching emerging markets.

Two key initiatives are already on the calendar: a major promotional event in São Paulo, Brazil, scheduled for November 2025, and a first-time mission to Nigeria in January 2026, in partnership with Gambero Rosso. These efforts signal a strategic pivot toward new consumer bases beyond Europe.

On the production side, Busi has renewed calls for a five-year freeze on new vineyard planting authorizations in Tuscany. Under current rules, the regional vineyard area can expand by up to 1% annually—about 600 hectares per year. With global demand slowing, Busi warns that this growth is unsustainable and could lead to long-term imbalances.

The sector is also calling for reform in how public funds for promotion are distributed. According to Busi, the current model discourages ambitious projects and makes it harder for producers to innovate and compete abroad.

Meanwhile, extreme weather continues to pose a direct threat to vineyards. Over the past week, nearly twenty hailstorms, downpours, and windstorms per day have hit central and northern Italy, according to Coldiretti. In Tuscany, vineyards in the Chianti and Vernaccia di San Gimignano areas have suffered damage, which is now being assessed. Hail, in particular, is considered the most destructive event for winegrowers, especially during the harvest-sensitive summer months.

To add to the uncertainty, the prospect of new U.S. tariffs on European wine remains a source of anxiety across the industry. Any trade restrictions—especially in such a key export market—could deal a serious blow to producers already navigating a complex and competitive international landscape.

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