ITALIAN SPUMANTE WINES 2014: RISING HOME CONSUMPTION, GOOD EXPORT BUT WITH SOME RESTRAINT

Data: 21 marzo 2015 19:17:10 CET

ITALIAN SPUMANTE WINES 2014: RISING HOME CONSUMPTION, GOOD EXPORT BUT WITH SOME RESTRAINT. PROSECCO ESTABLISHES ITS POSITION AS CHAMPAGNE ALTER-EGO.

Hoping to please you, in anticipation of the forthcoming Vinitaly and in order to share in the ongoing debate on the consumption of Italian wines at home and abroad, we are enclosing an abridged note on spumante and sparkling wines.
We wish to remind you that OVSE, the economic observatory, was set up in 1991 by Giampietro Comolli and the Università Cattolica del Sacro Cuore, faculty of agriculture, namely the Viticulture and Oenology department that at that time was chaired by prof Mario Fregoni. The event coincided with the  birth of CEVES, centre of economic studies on spumante and sparkling wines, so as to assist and support research and the drafting of degree theses concerning the subject.
We have a very rich data “story”, run from the very beginning with the same method and analytic and statistical  process, therefore comparable.
We remain at your disposal for any explanation or further investigation you may require.
Best wishes….and have a nice Expo Milano 2015. We will be waiting for you at the 100 winehouses of spumante and sparkling wines along the river PO, from Asti to Prosecco, from Lambrusco to Franciacorta, from Alta Langa to Oltrepo Pavese.
Giampietro Comolli

Customercare  http://www.ovse.org

SPUMANTE WINES 2014: RISING HOME CONSUMPTION, GOOD EXPORT BUT WITH SOME RESTRAINT. PROSECCO ESTABLISHES ITS POSITION AS CHAMPAGNE ALTER-EGO. CONSEQUENTIAL TIME FOR ITALIAN WINES, WHETHER SPUMANTE OR NOT: VALUE NOT VOLUMES MUST BE AIMED AT, ALONG WITH A WIDER STRATEGY.

Generally speaking, Italian wine confirms its trend as a leader and as a prime product in the agroindustrial Italian market. Value at the origin (9,200 bil/€) and export turnover (5,100 bil/€) prove it. The sum total of all the data shows a drop of 1.1 % in total consumption, while as far as turnover is concerned there is a small reversal of trend with a +0.2% over 2013, better than in the 3 previous years. Yet, different signals call for new strategies of communication and presentation, of insertion in markets and canals, of prices at consumption. Too few Italian wines rank first in the value list.

Spumante wines and bubble wines still growing. Production amounted to 477 million bottles, with a value at the origin of 800 mil/€, larger than in 2013. Total consumption at  458,400,000 bottles, 435,500,000 of which were Italian method and 22,900,000 traditional method. 313.5 million bottles were consumed abroad and 144.9 millions at home. Turnover at total consumption estimated in 3,110 bil/€. Short head between Champagne and  Prosecco, with 307 million bottles and 310 million bottles each. Spumante wines Italian method make a +0.4% in volume, slight drop as far as the traditional method is concerned. Overall turnover rises of 1.0% compared with 2013. Over the past 5 years the drop in bottles was of 7.7%, while turnover at consumption appears stable.
CHAMPAGNE IN ITALY: After the collapse of the last few years, upturn of shippings (+8%) in Italy, with 5 million bottles consumed and 847,414 re-exported by Italian firms.

ITALY’S PRESSING SUBJECTS. To get a raising in wine consumption, with a measure, a change in strategy is required. Enough talking of price/quality rate, because the idea of a low price becomes foremost. At the same time, the difficulty and the targets of demand call for greater elasticity in methods and ways of offer. Horeca in 10 years has lost 28% of its turnover. < The national market – says Giampietro Comolli, founder and chairman of Ovse – requires a new marketing planning and long term strategies: more trade promotion and direct contact with final consumers to foster a rise in consumption. The information and training support are part of the sales mix: these actions must be more localized, personal and private, with invitations to see for oneself, precisely because of a moment of doubt, restraint, discontinuity.>

EXPORT-SPUMANTE WINES ABROAD: 320.5 million bottles shipped; 313.5 million bottles uncorked in 2014. Value at the origin of 544 mill/€ and total overall turnover at consumption of over 2,200 mill./€. In the USA, Prosecco consumption has grown +12% compared with 2013; great performance in the UK, though with a fall in prices, for volumes grown of 43%. The UK becomes the first market as regards consumption, with 78.5 mill. bottles; next come the USA with 53.5 mill; Germany (former first ranking market up to 2010) with 28 mill bottles, and a minus sign again of -16%; Russia with 17.5 mill bottles, though with a 7% fall. Switzerland consumed 13.5 million bottles; Belgium 10 mill and France, with -11%, 9.5 mill. botlles; Canada 5 millions, while Poland, Norwegia (+50%), the Netherlands (-15%), and Denmark nearly 3 mill bottles each.
Better yearly peformances in China and Spain (a record +100%), Switzerland, Poland, the Middle East, Sweden, Austria, Finland and Czech Republic. Compared with volumes, the rise in turnover in the above countries was smaller. Sky-high the Prosecco Pyramid, dropping the sales of Asti, consolidated the volumes of other Dop-Igp and varietals, growing common spumante wines, good performance of Franciacorta with 1.3 mill bottles uncorked in 2014.

PRESSING SUBJECT CONCERNING EXPORT: Some problems come out, depending on different markets, but urgent in terms of strategic policies more aimed at the soundness of long term contracts. Also the over fourfold increase of prices at the origin on the consumption market must lead us to ponder both on the distribution and trade systems and on the import value of a bottle compared to its retail price. The overall turnover has large margins of growth, but must have strategic supports, not only promotional ones. On the market there are different average prices, from 20 dollars in the USA to 4 pounds in the UK, for a Prosecco spumante doc bottle.

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Authory&Sources&Parties: Insee, Oemv, Justdrinks, Winesas, Allt-Om-Vin, Inao, Uniao, WSA, Aawe, Vinoespumoso.es, Schaumwine, Pezsgo,  FranceAgrimer, Echos, Istat, Ice, Eurostat, AcNielsen, DataBank, Iwsr/GDR, UbiFrance, Vinsphère, BullesMonde, RaboBank, Uffici Dogane, ShankeDN,  Oeno, Snooth, Crunchbase, Vintank, Tns Hofmeyr-UK, Dwi-DE, UKEuromonitor International.

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