Italian wine is among the most exported in the world but the one in the cheapest price range is established on the markets. Indeed, a study carried out by the Observatory of the Italian Wine Union (UIV) carried out in collaboration with Vinitaly shows that only 5% of the bottles of Italian still wine destined for export come from cellars at more than 9 euros per litre, while 75 % does not exceed the threshold of 6 euros. Overall, according to the analysis, it is the popular segment (3-6 euro/litre) that is the most dominated by tricolor wine in the world with almost half of the volumes, followed by the basic (up to 3 euro) with 28%. from the premium (6-9 euros) with 20% and from the superpremium (over 9 euros).
From this it can be deduced that even in a context of general growth in the average price and with the due exceptions given in particular by Tuscan and Piedmontese reds, Italian wine has ample room for growth.
The most interesting thing that emerges from the research is that Italy's positioning is even lower not only compared to competitors such as New Zealand, France and Australia but also compared to the world average of trade.
Specifically, in the United States only 26% of our wines are in the premium range (from 6 to 9 euros/litre) or superpremium (from 9 euros and more): just over half compared to New Zealanders, who add up to the high 46% range and even less on France which dominates with 66% of premium or superpremium. But it is not only the main market in the world – where Piedmontese reds are also positioned on the same levels as French Bordeaux – that underestimates Italian quality. According to the Observatory which makes use of the collaboration of Wine Intelligence and Iwsr, even in China we can do better. In the Dragon, with 21% of the listed product over 6 euros/litre, we surpass Spain and Chile, but we remain far from France (38%) and above all Australia 76%. All this, despite the positioning of Tuscan reds which see 80% of their sales in the premium segment against 78% of Bordeaux wines and 71% of Australians.
Among the other large markets, medium-low prices also for orders from the UK and Germany, where 8 out of 10 bottles belong to the basic or popular segments, while in Canada the most coveted segments are the prerogative of US and French wines. Things are better in Japan, with Italy second only to France. According to the Observatory's analysis, it is necessary to treasure the cases of high positioning of some Piedmontese and Tuscan denominations, a replicable model for many other DOCs that aspire to the premium segment.
“The growth in value in recent years has been more significant than that of other producing countries – said the general secretary of UIV, Paolo Castelletti -, but we are halfway there and the potential margins are considerable, considering the quality of the product. We need a change of pace in terms of brand positioning and the identity of our wine; assets that can be reached through forward-looking sector policies coordinated with companies, with a less individualistic approach to promotion, greater homogeneity in the high standing of the big denominations and an important identity work linked to new trends, starting with green wines. On this issue it will be essential to complete the process of defining the public standard on sustainability which will lead to having, first in Europe, a state logo on products with sustainable certification, following the example of New Zealand”.
For the general manager of Verona Fiera, Giovanni Mantovani: “Today, as in the best Made in Italy industries, the challenge of Italian wine is played on analysis, strategies, promotion, identity, online and offline relationships. The sector increasingly plays its future game on these elements, and Vinitaly wants to be a partner in this challenge, as it has been in the past. This is why we have embraced the new Observatory: introspection on the markets is a fundamental aspect for Vinitaly, which increasingly wants to predict business dynamics, as well as propose strategies and actions to the sector, its organizations and institutions".
According to the analysis conducted by the Wine Observatory, the question of sparkling wines is more complex. Thanks to Prosecco, the value of Italian bubbles has almost quadrupled in the last 10 years, exceeding the threshold of 2020 million hectoliters in 4. A case that is probably unique among the Made in Italy sectors which is now aiming towards the challenge of 'democratic luxury'. Gradually occupying the middle range - cites the study - was a great merit of the national sparkling wine industry, as a previously non-existent market segment was created. The challenge for the next few years will be to try to occupy the premium range as well, the one between 7 and 10 euros: worldwide, in fact, only 13% of sales are in this segment, where mostly 'first price'. Prosecco, which will no longer be able to think of only growing its muscles, must aspire to graft a growth in values, and the pink Prosecco operation goes precisely in this direction. A phenomenon that has also been the driving force behind a type of Italian sparkling wine that will reach almost one billion bottles within 3 years, with the growth of native productions whose premium option seems to be the most suitable.
