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Edoardo Freddi International's 2025 closes with numbers that can't be read as simple percentages: 38 million bottles sold in 112 countries, a 6% increase in value, and even more significant growth in volume, almost double digits. These results aren't achieved by chance, but emerge from specific choices, a careful reading of global markets, and a way of interpreting complexity that has few parallels in the world of Italian wine.
"2025 was a year of stability amidst instability," Edoardo Freddi summarizes, with a phrase that captures the current context well. In a period in which geopolitical tensions, downloads, and trade barriers continue to reshape the consumption map, EFI confirms its position as a player with a solid vision and the ability to adapt to change.
The numbers reveal a diversified market geography: approximately 45% of business is concentrated in continental Europe, with Germany as the leading and still growing market; North America (Canada and the United States) accounting for approximately 30%; Asia reaches almost 20%, a figure that may be surprising considering the complexity of the presence in those territories. Within these macro areas, however, it is a careful reading of the data (city by city, channel by channel) that makes the difference.
The best results come from markets like Germany, Switzerland, Canada, Singapore, and France, while in the United States, after a very positive trend until May, a decline has been recorded in recent months, bringing the year to a close just below zero. "This figure was difficult to predict in April," comments Freddi, "but it demonstrates how important it is not to take anything for granted."
One of the keys to understanding EFI concerns the very concept of "crisis" in the world of wine. "It's not the wine that's in crisis," is the thesis firmly reiterated: rather, it's the marketing model, and sometimes the operators themselves, that are under pressure. This assumption becomes clear when looking at the data with a detached eye, but also when observing the reactions of consumers and the sales channels themselves.
And innovation is becoming a central element of EFI's strategy. A concrete example comes from Denmark, a market with one of the highest percentages of single-bottle bottles: the introduction of a 0.50-liter format for Amarone generated a sales increase of nearly 90% for an already high-performing product. This result is not the result of magic, but rather of a targeted choice and a deep understanding of local dynamics.
This is where the growth of EFI Fine Wines comes into its own. Launched in 2025, it has been further strengthened with the arrival of Guido Baldeschi Balleani as Chief Strategy Officer. This is not a parallel division, but a different way of approaching the high-end wine market: no longer just numbers, but positioning, allocations, and long-term relationships with selected partners. Baldeschi explains it clearly: the goal is to support producers not only in terms of revenue, but also in building a strong and sustainable presence in various markets, from the HoReCa sector to the most discerning private consumers.
This strategy isn't limited to sales, but also includes communication support, targeted masterclasses, and interventions tailored to the specific needs of each country. It's an approach that requires expertise, time, and strong relationships: qualities that EFI has built over the years.
