In 2021 l'Italy, in terms of volume, it was the largest exporter of wine in the world, with 20,8 million hl exported and a world market share of 20%. They follow Spain and Franceto. However, as regards exports expressed in value, the Bel Paese ranks second behind its transalpine cousins. The difference that emerges between value and volumes is given by very different average selling prices. France stands at 9€/l, Italy at 4,2€/l, Spain at 2,1€/l. This is because France has managed to better value its wines, creating a market with higher added value.
By cross-referencing the data of the World Customs Organization (OMD) and those of the OIV, it is noted that the bottled wine maintains the primacy of sales, covering 70% of global exports, although it records a reduction of -1,7% in volumes and -6,7% in values.
At the same time, online distribution channels experienced a real explosion: +74,9% sales through the Web portal owned, +435% le online platforms specialized, +74,7% i marketplace generalists. In fact, in a 2021 that saw the investments of the major wine producers fall by 14,3% and their advertising spending by 13,4%, digital investments increased by 55,8%. L'E-commerce it also allows people to approach the winemaker directly, skipping any form of intermediation.
Based on an analysis of Wine Monitor carried out in 2021 on a panel of 165 companies, those that have managed to maintain their share of the market have shown a strong propensity to export. This is where multi-channel sales strategies, brand-awareness (strong recognition of the product and the brand), quality management and diversification of outlet markets come into play. For this reason, investments in business internationalization and digital marketing have increased, also thanks to the consultancy and promotion activities of the ICE agency and state incentives, such as the Digital Export Bonus.
As for 2022, there is already talk of eight billion in exports, new turnover record, (+12% compared to 2021), with which Made in Italy is starting to close the year. The data ofFedervini Observatory highlight how there were above all three factors that influenced the positive trend of exports 2022. First of all, the euro-dollar exchange made it possible to offset the increases in production costs and recover competitiveness on markets linked to the dollar such as the USA and Canada. Secondly, a great contribution came from the global recovery of tourism, which boosted the consumption of wines and spirits in the horeca channel (bars and restaurants). In Italy, at the end of August, the arrivals of international tourists exceeded 35 million (+125% compared to the same period of 2021). And finally, the diversification of the markets had a positive effect, as a strategy adopted by many companies that look at markets such as Thailand and Vietnam, where in the first 8 months of 2022 the value of wine exports grew by 158% and 82% respectively.
Ten years ago, i EU markets they accounted for about 57% of the value of exports, after Brexit in 2021, they reached 39%. This scenario has determined a different approach to the target markets and has prompted an expansion of the commercial spaces to be controlled towards new emerging realities: today Asia accounts for 7% of the total export of Italian wine.
