- Black November for wine sales in the United States, where consumption marks a year-on-year decline of 11%, a figure that brings the volume sales gap in the first 11 months of 2023 to -8%. Things are better for Italian wines alone, which limit losses to -3% and -3.5% respectively. This was revealed by the Wine Observatory of the Italian Wine Union (UIV), on the occasion of its first webinar dedicated to the US market in the presence of about 160 members representing wine companies and consortia.
According to the Uiv report based on SipSource, a tool that monitors 75% of U.S. businesses, the lower contraction in Italian wine consumption is due to the good performance of the sparkling wine segment (+2.2% year-on-year in the year) against a generalized decline in still products, with reds at -9%, whites at -3% and rosés at -13%. Among the channels, the losses in out-of-home consumption (restaurants, bars, hotels) stood at -5%, while off-premise demand (large-scale distribution, wholesale, liquor stores, grocery) fell to -9%. In November alone, sparkling wines (+8% on the same period in 2022) become the most consumed type, with a share of almost 38% compared to 35.5% for whites and 17.5% for reds, the latter regressing by 16%. Difficulties of reds that are not limited only to Italian products: in 2023 the drop on the total market is 10%, repeated from a November at -15%.
The only positive item were cocktail wines, which grew by 2% both in November and in the 11-month calculation.
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