It is the Lugana, refined white lake whose vineyards extend south of Lake Garda, straddling two provinces (Brescia and Verona) and two regions (Lombardy and Veneto) the white wine that has registered the biggest sales exploit this year compared to 2021. A wine of illustrious birth, whose origin has been certified since the eighteenth century, Lugana boasts legendary traditions referring to the famous poet Catullus and Ostrogothic king Theodatus, to which a considerable amount of historical-literary quotations have been added over time, starting with the «beautiful grapes» that Isabella d'Este Gonzaga tasted at the ruins of the Roman villa of Sirmione during his journey to Garda. to decree its success is the Observatory born from the partnership between Nomisma Wine Monitor and Vino.com, which certified a + 54 percent sales compared to the data of 2021. Great figures also for the red sector, in this case to record a + 65 for percent of sales was the Primitivo of Manduria, another wine with ancient origins – it is said that it was the Greeks who brought it to Puglia over two thousand years ago – produced from grapes which according to the DOC regulations must strictly fall within the provinces of Taranto and Brindisi. Finally, exponential growth for the rosés of Salento that brought home an 86% increase in sales. To close the ranking the Conegliano Valdobbiadene Prosecco Superiore for sparkling wines with a +6%.
Men are the main buyers, but if the under 40s prefer the Primitivo, the baby boomers lean towards the Lugana
Driving these sales – explain the experts of the Nomisma Observatory Wine Monitor and Vino.com are above all men who, for all four denominations analysed, are responsible for over 80% of the bottles purchased during the year, while on the subdivision by age group, some differences emerge.
“If for all four wines – reads a note – Generation X represents the prevailing purchasing bracket, in the case of under 40 there is a greater preference for Primitivo di Manduria, while, on the contrary, baby boomers are more oriented towards the consumption of Lugana", He declares Denis Pantini, Nomisma's Agri-food and Wine Monitor manager.
The analysis of sales data for the first half of 2022 relating to over 100.000 Italian online wine buyers - part of the Vino.com customer base - provides an indication of the sales trends of the denominations and the new trends in ongoing consumption . Among the bubbles, strong growth for the Prosecco Doc while among the reds the Tuscans emerge, with the Nobile di Montepulciano and the Toscana Igt, while for the whites there is an increase in the sales of Verdicchio dei Castelli di Jesi.
“The analysis of Italian purchases underlines Andrea Nardi Dei, CEO & founder of Vino.com, indicating that ours consumers are increasingly curious and open to discovering and purchasing the best and most unusual wines and labels. THEThe task of one of the best known digital wine shops such as Vino.com is to allow them to go on virtual journeys among bottles from all over the world. A journey guided by the proposals of our sommeliers to discover tastes and aromas that would otherwise be difficult to find".
The second focus of the Observatory analyzed the regional distribution of sales of the top 4 denomination wines of 2021. Lombardy represents the first purchasing region, with percentages ranging from 25% of total sales in the case of Salento Igt to over 36 % for Lugana. In second place, by different lengths, Lazio for both Primitivo di Manduria (15%) and Salento Igt (14%), Veneto for Lugana (14%) and Emilia-Romagna for Valdobbiadene Prosecco Superiore (12%).
The average price of the bottles sold was 8,69 euros for Primitivo (substantially stable compared to 2020), 8,46 euros for Lugana (+5,6%), 6,66 euros for Valdobbiadene Prosecco (+4,7 .6,58%) and 8,6 euros for Salento Igt, the denomination that recorded the largest price increase compared to the previous year (+XNUMX%).
The focus of the Observatory then looked into the performance of three important fine wines: Amarone della Valpolicella, Barolo and Champagne.
Another purchase analysis: the under 40s are for Champagne, the millennials are more interested in Amarone and Barolo
“The analysis of online fine wine buyers has highlighted how almost the 75% of Champagne bottles are purchased by over 40s, while Millennials and Gen Z are more interested in Amarone and Barolo”, underlines Pantini.
Also for the fine wines analysed, the Lombardy is confirmed as the first purchasing region, followed by Lazio for Amarone and Barolo while for Champagne Emilia-Romagna takes second place, with 11% of the bottles purchased during the year.
"From the point of view of the socio-economic and technological evolution of our society, it is very interesting to note how the age or geographical origin of online wine consumers are influencing and making the e-shopping of wines and spirits evolve", concludes Andrea Nardi Dei.
