ROME – Sales of Italian wine remain unsatisfactory in large-scale retail in the three major buying countries. According to calculationsUiv Observatory On a Nielsen-IQ basis, in the first nine months, overall shelf performance in the US, Germany and UK veered just shy of into positive territory, at +0.4% in volume (it was -0.2% in the half-year). With a total value of more than 3.3 billion euros. Overall, in the three countries, demand for Italian sparkling wine decreased in volume (-2%) while demand increased by 1.2% (€2.15 billion), for a total of 3.4 million hectolitres, equivalent to 452 million 0.75-litre bottles.
The fixed return – the Italian Wine Federation Observatory points out – is present in all markets, between highs and lows depending on the classification. Among the good news is growth in the volume of sparkling wine in the USA (+3.7%) and the wine market in Germany and the UK (about +4%), thanks to significant improvements at the Primitivo, Montepulciano and Nero D. plants. “Avola.” On the other hand, in the world’s largest market, Italian wines still suffer (-6.6%), while the differences in sparkling wines in the UK and Germany are negative and amount to -5.9% and -1.4%, respectively. Final calculations show that the UK is stable (+0.1%), Germany is in positive territory (+3.9), and the US is still declining (-3.5%).
In the United States specifically, the influence of the American brand in wider retail remains high, marketing “low alcohol” products with fruit flavors coming from Italy and especially from Piedmont. Of the total €906 million related to the purchase of Italian “table wines” (still and sparkling wines, excluding sparkling wines), the Italian-American wine company’s total sales amounted to €341 million, with an impact on sales of this type at 38%. “This phenomenon – said the Secretary General of the Italian Wine Union (Uiv), Paolo Castelletti – should make our supply chain reflect, because it synthesizes the multi-targeted potential of wine in the phase of a strong shift in consumption trends. It is clear that the Italian model – added Castelletti – remains the The traditional model of high quality and the caste system, but this does not rule out an openness towards more “secular” forms of production, with “contaminations” that meet an increasingly young and often disengaged demand. Attentive to the alcohol content. The American player, who also benefits from the Italian brand “His business has increased by 500% in the past seven years, and this is certainly not a coincidence.”
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