Red wines in crisis, Amarone aims to contain the alcohol content. Amarone suffered a setback in exported volumes (-12%), in line with 2019 (+1%) and in any case growing by 17% in the last 10 years.
Thanks to a mix of generational, ethnic and climatic factors, preferences are shifting towards types of alcohol other than wine. If the era for the red'mass markets' is over, they hold premiums in the Horeca channel (catering, clubs, hotels), only segment of price to increase by 2%.