Good news for the Italian wine. 2018 has been a particularly favorable year for
producers and, in particular, for those who focus their activity on export.
Last year, in fact, Italian wine marked an important record as the volume of
sales to foreign countries reached an extremely significant result, clearly
improving that of 2017. In a period like this, in which the general economic
conditions are not exactly positive, news like this can certainly be very
good to read. Especially because it is about wine and the viticultural field of
our country which, in recent years, with regard to sales, has experienced
moments that have not exactly been thriving. The news, in addition to
highlighting the excellent economic results, also highlights another very
important aspect, that is the abroad reputation of Italian wine has increased
and consumers recognize a greater value to it, therefore willing to pay the
quality they find in the glass.
Good news also comes in regard to internal consumption, where sales have shown
an increase in favor of the beverage of Bacchus. This is what can be deducted
from the figures of a recent survey released by Istat (the Italian Institute of
Statistics) and concerning wine exports abroad as well as the report released
by Iri about sales recorded in the large-scale retail channel during 2018. As
for exports, the last year Italian wine achieved a record in terms of value,
more than 6.2 billion euros, with an increase of 3.3% equal to 200 million
euros compared to 2017. A result consolidating the good performance of Italian
wine abroad, especially when compared to the results of the previous ten
years. In 2008, in fact, the export of wine recorded a total value of 3.67
billion euros, and then raised to 5 billion in 2013. These data, however, get
a different meaning when compared to the exported volumes which, in 2018, has
recorded a 8.1% decline.
This means Italy has exported a smaller quantity of wine, however it has been
sold at a higher price, a sign of the increased value recognized to Italian
wine and the perception abroad of the enological quality of our country. A
clearly positive result of which we must be proud of: the unmistakable sign the
effort made by Italian producers has allowed the achievement of a significant
and tangible increase in overall quality. The smaller quantity exported is also
due to 2017 conditions which, in terms of harvested grapes, has been among the
most scarce in recent years. The lower production of wine, therefore, has
probably limited the economic result and that, perhaps, could have been even
more significant. Let's look in detail at the figures emerging from the two
researches conducted by Istat and Iri, results concerning – as already
mentioned – both exports abroad and domestic consumption recorded in
large-scale distribution.
The two main countries showing the greatest appreciation for Italian wines
– Germany and the United States of America – have both increased, in terms of
value, by 4%. Also interesting is the result achieved in France, in which
Italian wine exports have even increased by 10.1%. A decidedly significant
figure, considering the huge French wine production and which, in this sense,
can be considered as a direct commercial competitor of Italy. Another
significant figure comes from Australia – an important wine making country –
where Italian wine has recorded an increase in sales of 18.5%. Good news also
comes from Poland, with an increase of 23.3% and from South Korea, where
Italian wine has recorded an increase of 14.6% more in sales than in 2017.
Export figures, however, also give some bad news: sales in China and
Russia decreased in both cases by 2.4%.
Good news also comes from domestic consumption in Italy, where – in 2018 –
has been recorded an increase in value of sales and, at the same time, a
decrease in volumes. Data collected by Iri in the large-scale retail sector,
recorded a sales volume of 1.9 billion euros, equal to an increase of 2.9%. In
terms of quantity, more than 619 million liters of wine were sold in 2018,
recording a decline of 4.4% compared to 2017. The good news, exactly as for
exports, is people recognize greater value to wine and is willing to spend more
than in past years. Moreover, according to the study carried out by Iri, in the
first few months of 2019 there has been a further increase in sales in terms of
quantity, recording an increase of 1.7% and peaks of 5.3% for DOC and DOCG
wines. Also according to this research, the overall average price – relative
to wine sold in bottles, brik and bag in box – also increased by 7.7%,
reaching an average price of 3.07 euros per liter. Things are definitely better
for bottled wine reaching an average price of 4.53 euros per liter, with an
increase of 4.8%.
In the ranking of the large-scale retail trade in our country, the first place
goes to Lambrusco, the second one goes to Chianti followed by Montepulciano
d'Abruzzo. Excellent results are also achieved by the wines produced with
Chardonnay, Barbera, Bonarda and Vermentino grapes. The appellation that has
achieved the best result is Lugana, which has succeeded in increasing sales in
value terms of 24.2%, equal to 22.1% in terms of quantity. Things went a
little less well for Prosecco – a well-known winner of Italian wine in terms
of sales – which sees the quantity sold in 2018 decreased by 11.5%
corresponding to a decrease of 6.7% in terms of value. In this regard, it
should be noted this last data is referred to the total values of the DOC and
DOCG denominations concerning wines related to or mentioning Prosecco.
The results of 2018, both relative to the export and to the domestic market,
are in any case a very important signal to the good health of Italian wine. The
clear sign the path of enological quality undertaken in the last years in this
country has allowed the achievement of obvious and tangible results. Now it's
just a matter of consolidating all the good things done so far and to continue
walking the journey of quality. So far, so good. Long live the Italian wine!
Antonello Biancalana
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