The consumption of high-end Italian wine: a research commissioned by the Istituto Grandi Marchi a Wine Monitor, the Nomisma observatory specialized in wine market research confirms the recovery of food&wine sales in the post-pandemic period in the Ho.Re.Ca. channel, with a turnover of +9% for Italy in the first 2022 months of 47 (compared to the same period of the previous year). A growth strictly connected to the recovery of tourist flows, doubled compared to 2021, which was accompanied by a slowdown in volumes sold in the large-scale distribution channel. In summary, if the modern channel in 2020 constituted an important support in the marketing of products in connection with the restrictions caused by the various lockdown periods, having doubled the buoy of the heaviest effects of the pandemic crisis, consumption of fine wines has repositioned itself in their more traditional channel, i.e. that of outdoor consumption in catering. This trend can be seen for red, white and sparkling wines; the discourse is different for the rosés, stable, which however represent a limited percentage in the general picture. All this must then be added to the fact that 2022 was a record year for Italian wine exports, which according to estimates Nomisma Wine Monitor amounts to 8 billion euros.
2022 is a record year for Italian wine exports: 8 billion euros
"It is evident that in this research the pandemic constitutes a decisive watershed - explained Denis Pantini, Nomisma Wine Monitor Manager - which has led to important changes in the habits of Italians, and not only, on the front of the purchase of wines and other products . However, our survey of Italian consumers shows that there is a marked return, at least as regards the segment of high-end labels, to the Ho.Re.Ca. channel. and, at the same time, like the growth of e-commerce, after the high rates recorded in recent years, is consolidating”.
The report has in fact conducted a focus on purchasing behavior, through a direct survey of a sample of Italians representative by gender, age and geographical area. Interesting data emerges: regarding the consumption of wine in large-scale distribution, 47% of consumers tend to buy high-priced labels especially during promotions, despite the main drivers of choice are the presence of the DO (23%), the local origin (16%) and the notoriety of the brand (10%). Remaining on the subject of purchases in large-scale distribution, only 15% of the sample said they were willing to buy super premium wines in this channel. It should also be noted that in hypermarkets and supermarkets the percentage of consumers willing to spend more than 10 euros for a bottle of wine does not exceed 23%.
E-commerce is also consolidating: local origin and brand awareness are appreciated
“Over the years our collaboration with Wine Monitor – he underlined Piero Mastroberardino, IGM President – has allowed the realization of relevant research in understanding the business dynamics of our sector, above all through specific focus on international markets. From the pandemic crisis onwards, we have instead concentrated our efforts on understanding the changes that have taken place in catering and in the distribution of fine wines in Italy, which are the focus of the work of the eighteen companies that make up our group".
The study developed on the analysis of sales in the Italian large-scale distribution and in the off-premise channel, from 2019 to today, with a breakdown by category, denomination and price range. The object of the analysis also involved the assortments, in terms of breadth and depth, of the top players in the sector's e-commerce, Tannico, Vino.com and Callmewine.
The last part of the study intended to map theassortment of fine wines (identified with bottles priced above 20 euros) in the 3 main specialized Italian platforms in the online sale of wine (Tannico, Vino.com and Callmewine) whose cumulative turnover in 2021 reached 94 million euros (against 11 million five years earlier). The Italian labels play an important role: against an assortment of over 11.700 fine wines present in November 2022, the tricolor ones represent 58%. Of which the 63% made up of red wines, 20% of whites, 16% of sparkling wines while rosés are present with just 1%.
The choices on the three main Italian platforms: 41% for red wines over 50 euros
The subdivision by price range sees, at the aggregate level of the 3 platforms, a 41% of references for red wines over 50 euros per bottle, a percentage that drops to 12% for whites and sparkling wines and 3% for rosés. A comparison between the fine wine references available in November compared to six months earlier (April) by price range shows instead a significant growth in the ranges up to 50 euros per bottle, denoting some reductions by type in the higher ones: it is presumable that the "economic slowdown" effect associated with growing inflation has led online sales platforms to recalibrate their assortment, increasing the references in the lower price ranges.
The following companies belong to the Istituto Grandi Marchi: Alois Lageder, Ambrogio and Giovanni Folonari Tenute, Argiolas, Ca' del Bosco, Carpenè Malvolti, Col D'Orcia, Donnafugata, Jermann, Lungarotti, Marchesi Antinori, Masi, Michele Chiarlo, Mastroberardino, Pio Cesare, Rivera, Tasca D'Almerita, Tenuta San Guido, Umani Ronchi.
