After a difficult 2023 and the last few months of uncertainty, the export of Made in Italy wine is preparing to see the light at the end of the tunnel and to return as crackling as in the past starting from 2025. The good news, just on the eve of Vinitaly , comes from the consultants of Bain & Company, who in their latest outlook on the Italian wine sector predict a average annual export growth of between 3 and 4% starting next year.
After twenty years of constant average growth of 4-5% per year, the export of Made in Italy wine had all operators somewhat deluded that the trend would continue forever. And instead, the period of unstoppable growth over the last three years has been interrupted: the first time in 2020 due to Covid, which resulted in a 2% drop in exports in value; the second time in 2023, when exports overall fell by 1% in value, with negative peaks of -5% in the United States, the traditional export locomotive for Italian wine. In truth, not all destinations recorded a negative sign last year: flows to Germany and the United Kingdom, the second and third markets for Italian exports respectively, grew by 3% and 4% respectively in value. while France, despite representing a relatively small outlet market, even achieved a +10%.
So who will drive the recovery of Italian wine exports? According to Bain & Company, once once more the protagonist of the shot will be Prosecco, which will continue to grow in value above market averages. This is because, around the world, consumers will continue to prefer lighter wines, which are easy to drink and also to mix, such as sparkling ones. In this context, the other whites will also grow well in value, while for the reds, especially the fuller-bodied ones, the trend of overall contraction in volumes will continue. They are exceptions i super-premium wineswhich are in a race of their own: the great Piedmontese, for example, will grow by 6-7% per year on the Scandinavian markets between now and 2027, while the Super Tuscans will accelerate the race in the United States.
What matters, to ensure success on foreign markets, will be knowing how to bring together: «Small is not always beautiful – says Sergio Iardella, senior partner of Bain & Company – if following a difficult period there are elements to be positive regarding the future, it is It is also true that this turbulent context requires us to accelerate the leap in quality of our wine companies. Some steps are essential: the aggregationsalso driven by financial sponsors and in some cases by generational turnover, are necessary to be able to compete on international markets”.
The other fundamental element, according to Bain & Company, to increase exports is to move products increasingly towards the premium segment: «The focus of differentiation – claims Iardella – must not just be the contents of the bottle. It is necessary to use all marketing levers: dal packaging, today often not very distinctive and recognisable, right down to the activities in the points of sale. Wine has a lot to learn from other companies in the beverage sector, such as the spirits used for cocktails, or even from those who are inventing new categories, like hard selzers in the US. We need to focus on more experiential communication, also learning to associate the product wine with consumption opportunities more in line with the new generations». In short, innovation in the sector must no longer remain limited to the realm of rosé and the entire world of sparkling wines: «We need to find more discontinuous strategic solutions – concludes Iardella – for example, seizing the opportunities offered by today’s rapidly developing worlds such as that of low alcohol content oralcool-free».
#Wine #sees #pink #exports #recover
2024-04-12 22:38:57
