Made in Italy wine is on the rise and expects to close 2021 with an increase of 9% with a turnover of around 11 billion euros, keeping the second place intact in the global ranking of the major exporting countries. This is what emerges from the 2021 National Wine Forum in progress, promoted by Cia-Agricoltori Italiani in collaboration with the Italian Wine Union. This after the year of the pandemic, which cost the sector 3 billion for an average collapse in sales of 15%, but to return to pre-Covid levels, that is to say, to those 13 billion euros of production value in 2019, the way to go. to do is still long. According to the associations, we must wait for the stable recovery of catering and tourism, as well as of world trade, trusting that the Delta variant does not impose new restrictions;and in the meantime, focusing on new channels, markets and trends and therefore betting on e-commerce, which recorded a 120% increase in the first six months of 2021, on exports to strategic countries such as China, which scored + 22% in the first four months and on the boom of rosé wine, which joins that of Italian bubbles, towards 1 billion bottles produced within the next three years.
Fly e-commerce and portals boom + 75%
Company sites and portals dedicated to wine grow by 75%, meeting the growing passion of consumers for the web. 52%, in fact, bought wine online for the first time during the lockdown and of these, at least 40% will continue to use this channel to shop. This was announced by the CIA and Uiv, convinced that to support the post-pandemic relaunch it is necessary to ride the new wine trends such as e-commerce and digital. On the other hand, according to the associations, sparkling wines will once again lead the recovery of exports, which represent almost a quarter of national wine exports, for a value of about 2 billion euros, 70% thanks to the Prosecco system. A constantly growing trend, so much so that it is estimated by 2024 over 30% more thancurrent national production of 750 million bottles. This alongside the exploit of the rosé wines, which totaled 120 million bottles in 2020 alone for a value of 450 million euros, with a driving effect of the new Prosecco Rosé of more than 10%.
Wine: Patuanelli, resources on promotion must be implemented
"It is necessary to implement resources on promotion especially on those markets where Italy can grow, because wine is an important economic element not only in terms of production but also in terms of tourism". This was stated by the minister of agricultural policies, Stefano Patuanellii, who spoke at the Cia-Agricoltori Italiani and Unione Italiana wines wine forum, according to which "viticulture is one of the primary sectors that should be supported most of all because it manages to create added value and it has a supply chain that works very well and that manages to distribute it consistently and correctly among the various players ". On the EU front, the minister said he was concerned about some behaviors that jeopardize wine production. "Starting from consumption models different from ours - he said - they say that the best way to avoid them is to stop producing and this is like saying that since there are bank robberies, bank branches must be closed. We have to fight pathologies, not the product itself, which is certainly not pathological if consumed in a conscious way: And this can be done by giving the right information ". Patuanelli then spoke of" some perversions of labeling that aim to condition the market instead of inform him, causing great damage to those productions that are the heart of our primary sector ". According to the minister," the answer we must give is to concentrate resources to make consumers understand the responsible use of our products through promotion on the one hand and increase fromproduction is different with respect to a lower availability of natural resources, starting from water. This forces us to rethink the production model, focusing on innovation that allows us to face these challenges. An area in which associations must play their part ".
