Consigli DiVini - » Wine sales grow in supermarkets

Wine sales grow in supermarkets

Posted Friday 12 March 2010

The preview of the research carried out for IRI Infoscan Vinitaly – Lambrusco, Chianti and Montepulciano d’Abruzzo wines sold in most mass retailers – Negroamaro, Syrah and White Custoza those having higher growth

Sales of DOC and DOCG wines returned to growth in the year 2009  in supermarkets, after the stagnation in 2008, an increase of 3.9% in volume and 4.9% value over the previous year. The preview includes the research that institute Infoscan IRI has done on behalf of VeronaFiere and that will be presented in full to Vinitaly (8-12 April, www.vinitaly.com).

The first data already allow to take stock of developments in 2009 sales of wine in the supermarket (GDO), providing statistics on sales of boxed wine, bottles with a designation of origin, the table wine, the "bubbles" and half bottles. To these are added the now traditional classifications, national and regional wines sold in most large-scale distribution.

Research has shown that the average Italian are increasingly choosing to buy from the shelves of the supermarket wine bottles with a designation of origin (DOC, DOCG, IGT) spending an average of 3 euros per bottle: not only increase by 3.9% sales of bottles of 0.75 liters, but increases the price range from 5 Euros up, registering an increase of 8, 5% (by volume). In contrast, sales of wine "table" show a decrease of – 2.1%. Fine bubbles with an average increase of 3.3% by volume (downward for champagne and increases of 5.3% for Italian classic method sparkling wine). But does not penetrate the half bottles, whose sales in supermarkets reduction of 6% (also in volume).

But what are the wines sold in mass retailers? The ranking of Iri Infoscan, produced by crossing data on type of wine and the land for wines with denomination of origin in the bottle 0,75 l. (Doc, Docg, Igt)  sees triumph in top three Lambrusco, Chianti and Montepulciano d’Abruzzo. Among the wines emerging, namely those with higher rates of growth, we find the first three places Negroamaro, Syrah and White Custoza.

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