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It is one of the “smallest” wine productions in Italy, since it represents a drop, 0.2% of the total, but at the same time, one of the most admired wines in the world, it is also one of the best known by Italian consumers, with a reputation of 67% and in front of battleships such as Prosecco, Chianti and Chianti Classico and Montepulciano d’Abruzzo. It emerges from the investigation by the British agency Wine Intelligence, for “Benvenuto Brunello” 2021, edition n. 30 of the preview, even today, in Montalcino (until November 29).
“The investigation – said the president of the Brunello di Montalcino wine consortium, Fabrizio Bindocci – returns a result that is not at all obvious, if we consider that our wine represents less than 0.2% of the national annual production and is the denomination that expresses the least volumes among the top 20 in the rankings. The result is a recognition of the quality and strength of a collective brand that until now we believed to be stronger abroad than in Italy “.
According to the analysis of Wine Intelligence, the typical consumer of Brunello (Brunello di Montalcino Docg has an average annual production of 9 million bottles; of these, 70% are destined for abroad, ed) is mainly women, from the Center Italy, aged between 35 and 54, with an average income exceeding 50,000 euros, with a good propensity to buy online and a wine lover. In relation to knowledge, the purchase conversion rate is 15%. Regarding the degree of notoriety (67%), Brunello wins over competitors both among males (68%) and females (66%) and is already in the lead among consumers for 35-54 years (65%), while dominates aged 55 and over (73%). The geography of knowledge rewards Central Italy (70%) and the North (69%), where however it is surpassed by Prosecco (71%).


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Marco Ribaudo

Marco Ribaudo

For the love of food and wine! Marco Ribaudo, Certified Sommelier, with 25 years in the food and beverage industry now invites you to join him in his latest adventure, the opening of la Cucina del Vino to share his culture and passion for creating unforgettable memories around the table.

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