AIRI-Wine industry standard · 26 July 2026 · 7 min

AIRI-Wine Italy: Antinori outshines everything — the rest stay below their worth

The 20 largest Italian wineries in the benchmark: Antinori in 56% of answers, but the lowest AIRI average of all five countries (51/100).

Photo: Pexels

Italy is the country of one great exception: Marchesi Antinori appears in 56% of all answers — the highest single figure in the entire series. After that the curve drops steeply: Gaja (31%), Tenuta San Guido (28%), and from sixth place onwards almost the whole field sits below 20%.

At the same time Italy sits in the lower half on AIRI (63/100) and has the second weakest freshness figure after France (60/100). And one finding no other country shows this sharply: 9% of Italian wineries actively lock AI crawlers out — in Switzerland and Germany it is 1% each. The exception is Ferrari Trento at 86/100 — technically the best wine website in Italy, yet present in only 14% of answers. The potential is documented; it has not been realised.

The ranking

The first two columns show the outcome — how often AI names the estate. The last two show the website side — how well AI systems can read it. The two measurements are independent and often diverge; that divergence is the finding.

AIRI rating by score: Excellent from 80, Good 60–79, Moderate 40–59, Poor 20–39, Critical below 20.

What the AIRI dimensions show

One caveat for precision: the panel estate Michele Chiarlo was not named in a single answer — the only Italian winery in that position. And the Ferrari Trento case shows the limit of a purely technical approach: an excellent web presence guarantees no recommendations as long as the content does not answer the questions customers actually put to AI systems.