Faced with the potential of 30% US tariffs beginning August 1st, Italian wine and Prosecco producers are unfazed and are already planning countermeasures. According to Veneto entrepreneur Sandro Bottega, CEO of Bottega SpA, one of the most prestigious Prosecco producers, "Americans will be the first to suffer the consequences, primarily with higher prices, a reduction in the activities of their import companies, and, above all, a reduction in their quality of life, given that the prices of imported products will be prohibitively expensive." He continues, "The hope is that all of this will attract more American tourists to Europe, particularly to Italy. As for American products, the European response is unlikely to be positive because, in addition to economic factors, there will be a cultural reaction". Producers of the well-known Italian Chianti wine have called for a new export plan, backed by the EU and aimed at countries such as South America, Asia, and Africa. "It's pointless to feel sorry for ourselves. We should consider this as a chance to develop a new export strategy, focusing on alternate and more reliable markets," said Giovanni Busi, president of the Consorzio Vino Chianti, a Tuscany-based group of Chianti wine growers, Reuters reported. Busi recognized South America, Asia, and Africa as crucial markets for Italian wine, including Brazil, Argentina, Uruguay, and Paraguay as areas with high growth potential. He also mentioned the increased demand in Asian markets like China, Japan, Vietnam, and Taiwan.