The champagne market - Italy

Since 2020, the global sparkling wine market has been projected to grow at an annual rate of about 6%, with Europe and North America leading the market share and Asia and Latin America holding smaller shares. A notable shift saw Prosecco overtaking Champagne in worldwide sales by volume, indicating changing consumer preferences. The Italian sparkling wine market is well-developed and expected to continue growing, with a significant proportion of production coming from large maisons. In Italy, the sparkling wine production showed a robust increase, notably in northern regions, with exports remarkably higher than imports (1.7 billion euros in exports versus 190 million euros in imports in 2020). Prosecco DOC had exceptional growth, surpassing 600 million bottles, and with the Italian sparkling wine sector outperforming Champagne in volume. However, the COVID-19 pandemic initially led to a substantial drop in sparkling wine sales (-31% in value and -11% in volume), but the sector showed resilience later in 2020. Organic sparkling wines and non-alcoholic sparkling wines have emerged as significant trends, catering to increasingly health-conscious consumers. Prosecco remains the top-selling PDO sparkling wine in Italy, with sales influenced by seasonal trends such as Christmas holidays, where a +98% increase in online interest was observed in December. The Italian market structure comprises non-cooperative companies, cooperatives, and foreign-controlled companies, with non-cooperative entities dominating in terms of revenue. Overall, the sparkling wine market reflects a dynamic response to consumer trends, lifestyle changes, and global events such as the pandemic..**Market Trends in the Italian Sparkling Wine Industry** The Italian sparkling wine industry is exhibiting a robust growth trajectory with Prosecco leading the charge as the most sought-after beverage in the effervescent wine market. The domestic preference for sparkling wines is reflected in the notable production and export figures; Italy proudly boasts a production of sparkling wines that has seen a marked increase over the years, paralleled by significant export volumes between €1.5 and €2.0 billion. The import figures, although less consequential, stand at approximately €200 million, displaying a healthy trade balance in favor of Italian sparkling wines. Among the sparkling wines, Prosecco enjoys unprecedented popularity both domestically and globally, surpassing other category leaders such as Champagne and Asti. This preference is further substantiated by a growth rate of over 25% in yearly sales for Prosecco. Moreover, Italian sparkling wines like Prosecco have proven resilient even amidst the downturns triggered by the coronavirus pandemic, witnessing a quick recovery in post-lockdown sales. The sparkling wine market in Italy is predominantly held by non-cooperative companies, generating around €5 billion, followed by cooperatives with turnovers in the vicinity of €3.8 billion. Foreign-controlled entities occupy a minimal portion of the market share. Within the realm of Italian non-cooperatives, notable players include the likes of GIV - Italian Wine Group, La Marca Wines and Sparkling Wines, and Contri Sparkling Wines, among others. These companies have successfully expanded their reach, catering to a diverse range of consumers and collectors through various bottle sizes and innovative packaging. Organic sparkling wines are carving out a niche, with growth rates above 8 percent annually, promising an increase from their current 2.75% share to 3.4% of global wine sales by 2023. Furthermore, the trend toward non-alcoholic sparkling wines is picking up, with Generation Z's wellness and health-focused consumption habits propelling double-digit growth in this segment. Consumer habits are also influenced by festivities, with significant spikes in online interest for sparkling wines, specifically around the holiday seasons. Remarkably, online searches for sparkling wines like Prosecco surged by over 50% during the early weeks of December, highlighting the cultural connection Italians have with sparkling wines during celebratory occasions. In terms of regional consumption, Lombardy emerges as a standout, with a substantial number of people indulging in wine consumption. Italy's wine drinking population remains stable, with over 54% of Italians favoring wine over beer.### Distinguished Purveyors of Effervescence: The Champions of Italy's Sparkling Wine Scene As one delves into the dynamic and vivacious world of Italian sparkling wines, there are key players whose names resonate with the clink of fine glasses and the fizz of exquisite bubbles. The Italian landscape is dotted with entities ranging from family-owned vintners to cooperative giants, each playing a pivotal role in weaving the rich tapestry of this effervescent market. **GIV - Italian Wine Group**: Standing tall among the cooperatives is the GIV, an acronym truly befitting its stature as a group that consolidates a diverse bouquet of wine brands. The Italian Wine Group balances tradition with innovation, nurturing its offerings from vine to bottle, reflecting a deep passion for the country's vinous heritage. **La Marca Wines and Sparkling Wines**: Another notable cooperative that has made its mark is La Marca. With a tradition of quality and a commitment to showcasing the diaphanous charm of Prosecco, La Marca has managed to etch its name in the palates of sparkling wine aficionados across the globe. **Contri Sparkling Wines**: Threaded through the fabric of both still and sparkling wines is Contri, which has earned acclaim not only for its irresistible sparkling wines but also for its adaptability and growth, particularly intriguing to those with keener industry insights. **Valdo Sparkling Wines**: Family-owned Valdo is a testament to the personal touch that weaves through Italian winemaking. Their sparkling wines mirror the landscape of their origin, brimming with character and a sense of place, making each sip a narrative of its terroir. **Piccini Estates**: With roots sunk deep into the Tuscan soil, Piccini is perhaps best known for robust reds but has also embraced the finesse required to produce sparkling wines that dance on the tongue, exemplifying the potential of Italian viticulture. In Italy, where wine flows as generously as the rivers, these actors not only provide the liquid joy that brightens celebrations but also uphold a tradition that is as old as the sun-drenched hills they harvest. Each one, whether cooperative or family-run, captures a unique aspect of Italian exuberance, enchanting both the local connoisseur and the global enthusiast with their sparkling treasures.

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• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 27/11/2021

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