Italian Wine Habits Shift as Younger Generations Favor Social Drinking Over Traditional Meals

A recent survey conducted by MCO Report, in collaboration with Selvitys, has revealed significant changes in wine consumption habits across Italy. The study, carried out in March 2026 on a representative sample of 1,000 Italians, highlights deep divisions in how different groups approach wine, based on gender, age, region, and income.

The data shows that Italian men drink wine much more frequently than women. While 26% of women do not drink wine at all, only 11% of men abstain. Daily consumption is also higher among men: 21% report drinking wine every day, compared to just 11% of women. In terms of quantity, 44% of men consume three or more glasses per week, while only 30% of women do the same.

Women tend to associate wine with social occasions. About 22% of female respondents said they drink wine mainly during gatherings at home, while 21% consume it with meals. This marks a shift from the traditional Italian model where wine was a daily companion at the table. Supporting this trend, ISTAT data shows that out-of-meal wine consumption has increased from 23.8% to 33.4% over the past 25 years. For men, however, drinking wine with meals remains the main context at 33%.

Generational differences are also clear. Younger Italians are moving away from red wine as their primary choice. Among those aged 18-24, red wine holds a 39% preference rate, but rosé and sparkling wines together reach 28%, well above the national average for sparkling wines at 8%. In the 25-34 age group, white wine has overtaken red: 40% prefer white compared to 33% for red. Among those over 65, red wine dominates with a preference rate of 60%, while white lags behind at 25%. The preference for red increases steadily with age: it stands at 54% among those aged 35-44 and rises to 56% for those aged 55-64.

For younger Italians, wine is increasingly seen as a drink for aperitifs and social events rather than a daily staple at meals. This trend is confirmed by findings from the XI Forum Wine Monitor by Nomisma.

Regional differences are pronounced as well. Tuscany leads in daily consumption: 29% of residents drink wine every day, nearly double the national average of 16%. The region also shows a strong preference for red wine at 56%. Lazio stands out as the only major region where white wine is more popular than red (45% vs. 40%). Sardinia is unique among southern regions for its preference for white over red (40% vs. 36%), reflecting local traditions that defy broader geographic patterns.

In Veneto, known globally for Prosecco production, only 11% of locals choose sparkling wines as their favorite; red remains dominant at 46%. This suggests that much of Veneto’s sparkling wine production is intended for export or special occasions rather than everyday local consumption.

ISTAT’s annual report confirms that central and northern regions have higher overall wine consumption rates than southern regions across all types of drinking habits.

Income also plays a role in how much and where Italians drink wine. Among those earning more than €3,500 per month, 23% consume six or more glasses per week; this figure drops below 10% for those earning less than €1,500 monthly. Higher earners are also more likely to drink outside the home: restaurant consumption rises from about 12-14% in lower income brackets to 20% among those earning €3,500-€4,000 per month. Aperitif consumption peaks at 19% in this group as well.

Despite these differences in frequency and context, spending on individual bottles remains relatively modest across all income levels. Even among those earning over €4,000 per month, 55% do not spend more than €10 per bottle and only about 10% pay more than €20. This indicates that choosing affordable wines is a cultural preference shared by Italians regardless of income.

Italy remains the world leader in wine exports by volume and ranks second by value with €8.1 billion in exports recorded in 2024. However, these new findings show that domestic attitudes toward wine are evolving rapidly and reflect broader social changes affecting how Italians relate to one of their most iconic products. Data sources include the exclusive MCO Report survey and official statistics from ISTAT’s Annual Report (2025) and Nomisma’s XI Forum Wine Monitor (February 2025).