But Paolo Castelletti, secretary general of the Union of Italian Wine, said it was not exactly something to be celebrated. US President Donald Trump's new tariffs also make imports more expensive and could push Italian wines above the "psychological threshold" of $20 a bottle, he said. In total, export demand for Italian wines slowed by 4 percent in the first five months of 2025. Some vineyards in France have decided to uproot vines to adapt – a move backed by the European Commission. Sales of the Asti Designation of Origin fell from 100 million bottles in 2023 to 90 million last year.