4.5 Stars for Vino Nobile 2023, €1 Billion Value for Montepulciano

The 2023 vintage of Vino Nobile di Montepulciano has been awarded 4.5 stars out of five at the opening of the Anteprima del Vino Nobile, the annual preview event currently under way in Montepulciano, a hill town in southern Tuscany, about 110 km south-east of Florence.

The rating was presented during the first press-only day of the event, which continues until 15 February for accredited media. The evaluation was carried out by a commission of oenologists, sommeliers and restaurateurs.

According to the technical report on the 2023 vintage, the wines show intense colour, good aromatic expression and a structure supported by medium acidity and tannins. Alcohol levels are described as medium to high. Overall, the vintage is characterised by balance and finesse .

A denomination worth around €1 billion

On the economic side, the denomination is estimated to be worth around €1 billion, considering assets, turnover and production. The average annual value of wine production is about €65 million, with exports accounting for 64.5% of total sales in 2025 .

In 2025, 6.4 million bottles of Vino Nobile and 2.5 million bottles of Rosso di Montepulciano were released onto the market . Germany remains the leading export market, while the United States accounts for over a quarter of exports, despite concerns over potential trade barriers .

The local impact is significant: around 70% of Montepulciano’s economy is directly linked to the wine sector . Of the municipality’s 16,500 hectares, about 2,000 are planted with vines, including 1,400 hectares registered under the Vino Nobile DOCG and 600 under Rosso di Montepulciano DOC .

Family businesses and tourism-led growth

During the Anteprima, a study by Santa Chiara Lab, the interdisciplinary innovation centre of the University of Siena, was presented in collaboration with the Consorzio del Vino Nobile di Montepulciano.

The research shows that 80% of wineries are led directly by their owners and 84% are family-run . This structure is seen as a factor of continuity in both quality and sustainability.

The study highlights a strong diversification strategy. Activities linked to hospitality, tastings and direct sales now account for a substantial share of turnover, reaching up to 80–90% in some cases . Agriturismo is present in 75% of wineries, tastings in 50%, and catering services in 35% .

Researchers describe this model as tourism-led growth, where wineries increasingly function as cultural and experiential hubs rather than purely agricultural producers .

Sustainability is another central element. More than 60% of producers hold organic certification, and the denomination promotes territorial certification under the Equalitas standard .

Focus on the “Pieve” subzones and US market

Particular attention is being given to the new “Pieve” category, which further defines specific subzones within the denomination. A survey conducted by Nomisma among US wine professionals found that nearly 90% of respondents either already list or plan to list the Pieve wines, positioning them in the premium segment .

Keywords associated with the Pieve wines in the US market include quality, Tuscan identity, ageing potential and elegance .

Events and programme

The 32nd edition of the Anteprima features 57 wineries presenting the 2023 Vino Nobile, the 2022 Riserva and the new Pieve wines . After the press days, the event will open to operators and wine enthusiasts on 22 and 23 February.

All main events are streamed on the social channels of the Consorzio del Vino Nobile di Montepulciano. Further information on access and the full programme is available on the official event website.

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