After U.S. President Donald Trump announced a "reciprocal" 20 percent tariff on EU goods entering the U.S., strong concerns have emerged among Italian winemakers, who have long regarded the U.S. as a key export market. Once the tariffs take effect, the price of wine exported from Italy to the U.S. is expected to rise accordingly. According to Lamberto Frescobaldi, chairman of the Italian winegrowers' association Unione Italiana Vini (UIV), Italian wine revenues could drop by around 323 million euros (approximately $368 million) per year due to the new levies.

Ca' Montebello, located in the Oltrepò Pavese region of northern Italy, exports over 90 percent of its production to the U.S. Alberto Scarani, the third-generation heir of the family winery, noted that the recent U.S. tariff policy will significantly impact their market. "It's changing a lot, especially for cheap wine," he said, adding that consumers are reluctant to pay more for inexpensive options. He expressed hope that the EU would find a solution to the tariff challenges.