Business · Companies · 6 hrs ago
Italian winemakers urge restaurants to limit wine markups
Italian winemakers Luca Ferraris and Stefano Chiarlo want restaurants to limit wine markups to about 10%.
They say some restaurants add 30% to 40% or more to the original wine price, leaving bottles unsold and putting customers off.
The producers are from Piedmont, in northern Italy, where the wine industry is facing higher energy costs, difficult weather and the effects of US tariffs on exports.
At Il Podestà restaurant in Asti, owner Bruno Violato has announced a 40-day promotion with moderately priced wines sold by the glass and bottle.
The promotion will also introduce guests to the wine tradition and cultural identity of Monferrato, and other Italian restaurateurs are expected to follow the example.
Italy’s wine consumption is declining: per-person annual consumption fell from 38 litres in 2022 to 35.6 litres in 2025, while the share of Italians who regularly drank wine dropped from 57% in 2006 to 39% in 2025.
The winemakers argue that lower restaurant prices could help sustain wine sales, especially among younger customers.
Italian winemakers Luca Ferraris and Stefano Chiarlo are urging restaurants to limit markups on wine bottles to about 10 percent.
They say markups of 30 to 40 percent or more can deter customers and leave bottles unsold.
The producers and Il Podestà restaurant in Asti are launching a 40-day promotion with selected wines at moderate prices.
The initiative comes as Italy’s wine sector faces rising costs, difficult weather and the effects of US tariffs on exports.
Annual wine consumption per person in Italy fell from 38 litres in 2022 to 35.6 litres in 2025.
- Who
- Winemakers Luca Ferraris and Stefano Chiarlo are urging restaurants to limit wine markups.
- What
- They say a markup of about 10 percent is appropriate, while higher markups can discourage sales.
- When
- The initiative was reported on 8 November 2026. The 40-day promotion was announced, but its start date is not stated.
- Where
- The initiative involves Il Podestà in Asti, in Italy’s Piedmont region.
- Why
- The winemakers say high prices can deter customers and leave bottles unsold, amid a wider decline in wine consumption and difficulties for the industry.
This story does not have two clearly opposing sides.
Italy’s annual per-person wine consumption was 38 litres.
Annual per-person consumption fell to 35.6 litres, and 39 percent of Italians drank wine regularly.
The winemakers’ call for lower restaurant markups and the planned 40-day promotion were reported.
- Producers
- Luca Ferraris and Stefano Chiarlo
- Restaurant
- Il Podestà, Asti
- Suggested markup
- About 10 percent
- Markups criticized
- 30 to 40 percent or more
- Promotion
- 40 days
- Wine consumption
- 35.6 litres per person in 2025, down from 38 litres in 2022