Tuscany’s wine sector focuses on quality and wine tourism

Tuscany’s wine sector is consolidating its position around quality, sustainability and international value rather than volume growth. That is the picture that emerged on 13 February in Florence at PrimAnteprima 2026, the event that opens the annual Tuscan Wine Previews Week and presents the latest economic data on the region’s wine industry .

The event, promoted by the Tuscany Region and the Florence Chamber of Commerce, brought together producers, consortia and trade press at Cinema La Compagnia, followed by tastings at Palazzo Medici Riccardi.

Stable production, strong DOP focus

According to the figures presented at PrimAnteprima, Tuscan wine production in 2025 is expected to reach around 2.2 million hectolitres, broadly in line with the average of the past decade after the record 2024 harvest .

Regional authorities and consortia described this as a deliberate strategy aimed at protecting the value and reputation of appellations through careful yield management.

Tuscany counts 12,324 wineries and more than 60,000 hectares of vineyards. A distinctive feature is its strong focus on certified quality: 97% of vineyard area is registered under DOP denominations, compared with a national average of 65%, and 90% of the wine sold is certified .

Sangiovese remains the dominant grape, covering around 60% of vineyard area. The provinces of Siena and Florence together account for roughly 62% of regional vineyards.

Investment and a younger vineyard base

The sector continues to invest in structural renewal. Thanks in part to EU-supported restructuring measures, 55% of Tuscan vineyards are now less than 20 years old, while around 600 new hectares are planned by 2026 .

Approximately €10 million have been allocated to support winery modernisation projects submitted by companies across the region.

Exports and domestic consumption

On international markets, DOP red wines account for 96% of Tuscan exports. Volumes to the European Union grew by 3.5%, while exports to the United States – the leading market for Tuscan wine – increased by 2.9% in volume .

Although overall export value showed a slight decline compared with previous peaks, regional representatives described this as a normal adjustment after record years and part of a strategy aimed at strengthening value positioning.

On the domestic market, Tuscan DOP wines account for 14% of total value in large-scale retail. While overall wine consumption in Italy declined, spending among consumers aged 35–45 increased by 24%, despite slightly lower volumes purchased . The data suggest a shift towards drinking less but choosing higher-quality products.

Sustainability and organic leadership

Sustainability remains a central pillar of the regional strategy. More than 23,000 hectares of Tuscan vineyards are certified organic, equal to 38% of the regional total and 17% of Italy’s entire organic vineyard area .

Regional authorities presented this as both an environmental commitment and a commercial asset, particularly for Northern European and North American markets.

Wine tourism as a strategic asset

Wine tourism was highlighted as a key driver of growth. In 2024, Tuscany recorded 15 million arrivals and over 46 million overnight stays, confirming its position as one of Italy’s leading tourism regions .

The region hosts more than 6,000 agritourism businesses and around 170 officially registered wine tourism operators. Experiences now extend beyond tastings to include vineyard trekking, harvest participation and cultural initiatives within wineries.

Tuscan Wine Previews Week continues with dedicated events organised by consortia across the region, including presentations in Montepulciano and Florence.

Kyle Phillips Award presented in Florence

During PrimAnteprima, the 2025 Kyle Phillips Award was presented to journalist Alessandra Piubello .

The award, established in 2014 by ASET (Associazione Stampa EnoGastroAgroAlimentare Toscana) in memory of the American wine journalist Kyle Phillips, recognises a trade journalist who has demonstrated independence, professional curiosity and balanced judgement over the year .

Piubello, editor of the Guida Oro I Vini di Veronelli and contributor to national and international trade publications, was selected by an ASET committee for her long-standing work in the wine sector .

Upcoming events: BuyWine Toscana

The programme linked to PrimAnteprima will continue with BuyWine Toscana, a B2B event scheduled for 11–12 March 2026 at Stazione Leopolda in Florence. The initiative will bring together 190 Tuscan producers and 175 buyers from 49 countries, with strong representation from the United States and Canada .

For Tuscany’s wine system, the message from PrimAnteprima 2026 is clear: in a competitive and evolving global market, the region intends to compete on quality, sustainability and the strength of its territorial identity rather than on volume alone.

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