Lambrusco is the best-selling wine in large-scale distribution


A vineyard on the Modena hills

Search for Vinitaly. It remains the best-selling wine in the DM with 15 million liters, for a value of 48 million euros, despite a decline of 6.7%

Sales of wines in Modern Distribution are settling down, after the boom of 2020. They always travel in positive territory, but with a progressive rebalancing, a consequence of the condition of relative normality that vaccines have induced: more freedom to consume outside the home, more presences in the workplace and less spending on household consumption. This is what emerges from the anticipation of the IRI research for Vinitaly, which will be presented on Monday 18 October at Vinitaly Special Edition (in Verona from 17 to 19 October). In the first 9 months of 2021, wine sales grew by 2% in volume and 9.7% in value. Lambrusco (also produced in Lombardy) remains the best-selling wine in the DM with 15 million liters, for a value of 48 million euros, despite a decline of 6.7%.

In the ranking of the Top wines, the best-selling ones, the decreases in volume sales should be emphasized, in addition to that of Lambrusco, Barbera (-10.6%) and Bonarda (-4.9%) and the increases of Vermentino (+ 25.7%) and Valpolicella (+ 23.9%). The noble wines in the ranking of Best wines are growing: in 3rd, 4th position Barolo (+ 42.8%), Brunello di Montalcino (+ 41.5%), which, however, in 2020 were particularly penalized by lockdowns. The top positions on the podium of this particular ranking, useful for identifying trends, are occupied by Lugana (+ 46.4%) and Sagrantino di Montefalco (+ 43.7%). Overall, there is a confirmation of the wide range of quality wines on the shelves of the DM, offered at affordable prices.

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The IRI research for Vinitaly details the dynamics of sales: wines with designation of origin, in the classic 0.75 liter bottle, continue to perform very well, following a trend that has been going on for years: DOC wines grow by 4.8 % by volume and 10.8% by value; PGI wines grow by 3.6% in volume and 8.1% in value. Bubbles sell more than wine, recording a significant growth of 27.1%. All other formats are bad: common bottles of wine, brik, bag in box. Private label bottles (MDD) grew by 3.0% in the 0.75lt format, but fell by 2.9% in the total.

As far as prices are concerned, the trend of recent years of a gradual revaluation of the value of wine in the DM continues: 3.9 euros per bottle is the overall average price of wine, 5.6 euros per bottle of bubbles.

The dynamics of prices and promotions take on an important value in a scenario of progressive normalization, as we will see in the Vinitaly Special Edition round table – has explained Virgilio Romano, Business Insight Director IRIWe will analyze the trends to understand what advantages and opportunities the DM can seize, also in relations with the wineries dedicated to Horeca”.

The complete IRI research will be presented on Monday 18 October at Vinitaly Special Edition, from 10 to 12, in the Rossini Room and discussed by the representatives of Conad, Coop, MD, Federvini and Unione Italiana Vini ((admission is free; streamed).

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