In a bleak year for the Italian wine market, Brunello di Montalcino stands out as a unique success. During the first nine months of 2024, the US wine market experienced a general decline: -8% in volume and -7% in value. Yet, within this context, Tuscan wines—particularly Brunello—defied the trend, achieving an impressive +5% in volume and +1% in value.

These figures are even more striking when compared to the performance of still red wines, with Italian reds down 6%, French reds down 8%, and American producers down 9%. Specifically, in the US market, Brunello has established itself as the undisputed leader in the luxury segment: one in three Italian wine bottles sold at over $50 originates from Montalcino, capturing a 32% market share.