The growth in wine sales on the shelves of large-scale retailers, which undoubtedly benefited from the lockdown phase when, with restaurants and bars closed, wine could only be consumed at home, is also continuing in the phase of gradual return to normality. And it is progressively favoring higher quality products to the detriment of basic ones with an upward repositioning considered of great importance by the large-scale distribution brands.
Iri research for Vinitaly
This is what emerges from the preview of the research carried out by Iri for Vinitaly and which will be presented in detail on October 18 during the Vinitaly Special Edition in Verona. On the shelves of large retailers in the first 9 months of 2021, wine sales grew by 2% in volume and 9.7% in value. A first element that testifies to the shift in consumer preferences emerges from the data on the types of sale. In fact, in the ranking of best-selling wines Lambrusco (-6.7%), Barbera (-10.6 %%) and Bonarda (-4.9%) decrease in volume while Vermentino (+ 25.7%) grows. ) and the wines of Valpolicella (+ 23.9%).
In the lead Barolo and Brunello
Among the products with the highest growth rate, Barolo (+ 42.8%) and Brunello di Montalcino (+ 41.5%) leapt forward, but in 2020 they were heavily affected by the lockdowns. The top positions on the podium of this particular ranking, useful for identifying trends, are occupied by Lugana (+ 46.4%) and Sagrantino di Montefalco (+ 43.7%).
Awarded the denomination
The Iri research for Vinitaly shows the strengthening of the trend that among wines in 0.75-liter bottles rewards appellation labels (+ 4.8% in volume and + 10.8 in value for PDO wines while growing by 3.6 % by volume and 8.1% by value for IGP wines). Great rebound in sparkling wines, which grew by 27.1%. All other formats are bad: common bottles of wine, brik, bag in box. Distributor brand bottles (MDD) or private label bottles, on the other hand, grew by 3.0% in the 0.75lt format, but fell by 2.9% in the total.
The revaluation of prices
As far as prices are concerned, the trend of recent years of a gradual revaluation of the value of wine in modern distribution continues: 3.9 euros per bottle is the overall average price of wine, 5.6 euros per bottle of bubbles. «The dynamics of prices and promotions – commented Iri’s Business Insight Director, Virgilio Romano – assumes an important value in a scenario of progressive normalization. In Verona we will analyze the trends in detail to understand what advantages and opportunities the DM can seize, also in relations with the wineries dedicated to Horeca ».