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Sales of Italian wines in the foreign food retail trade (LEH) are falling. In the first half of the year, 4.3 per cent less volume was sold in the three most important markets, the USA, the UK and Germany. The value fell by 1.5 per cent to 13.9 billion euros. This was announced by the producers' association Unione Italiana Vini (UIV) after analysing data from the market research company Nielsen-IQ.
The second quarter was particularly poor in the USA and the UK, with demand falling by 2.1 per cent and 1.5 per cent respectively. In Germany, on the other hand, sales rose by 2.7 per cent between April and the end of June. This development was driven by inexpensive sparkling wines, which increased by over 23 per cent in volume and 14.6 per cent in value. However, the average price in Germany fell by seven percent to 3.63 euros per litre.
In the USA, every fourth bottle of Italian wine bought in the supermarket is Prosecco. With an increase of 4.3 per cent, it even outperformed the rise in sparkling wines (+ 2.8 per cent), while still wines and frizzante lost 4.4 per cent in volume. In the UK, the Prosecco share is even one third.
The president of the UIV, Lamberto Frescobaldi, explains: "The greater versatility of our products has enabled us to suffer less than the competition from a decline in consumption that is becoming increasingly evident." He reiterates the call he made a few days ago for a greater reduction in yields per hectare and a more precise analysis of markets and consumers: "A modern vineyard requires rapid management decisions."
(al / Source: UIV)