Reopening and “revenge spending” (ie the desire to spend after the months of closures and curfews, ed) lead to a new record for Italian wine sales among the top 12 foreign buyer countries in the first half of 2021, with imports on the rise at a value of + 7.1% over the same period in 2020, but also + 6.8% over 2019, before the Covid-19 pandemic broke out. Thus the Vinitaly-Nomisma Wine Monitor Observatory, which has processed the latest customs data on imports of the 12 main world markets for wine demand, which together are worth about 3/4 of the total exports made in Italy. For the wine of the Belpaese, which last year had already managed to contain the damage due to the emergency compared to its main competitors, the spurt of this first half year represents the sharpest growth trend recorded in recent years, but above all it counterbalances the forced stop of 2020 with interest.
Among the 12 reference buyer countries, the global demand for wine is also good, up by 8.1% in the last year, with France flying at + 26.2%. But, compared to the last pre-Covid period (first half of 2019), it is Italy that wins on the main markets: + 6.8%, to almost 2.6 billion euros, against France at + 2% (over 3.3 billion euros) and total wine imports still in negative territory (-1.7%, at almost 10 billion euros). Returning to imports of tricolor wines in the 12 main markets, in 2020 Italy outperforms the market in China (+ 36.8%), Germany (+ 9.3%) and Russia (+ 29.4%) , while it is below the average in the USA (+ 1%, but on 2019 the increase is almost 6%), the UK (-0.4%) and Canada (+ 2.5%). Imports of still wines are growing (+ 6.9%, with the average price rising to + 5.9%), while sparkling wines increase sales by 11.1%, with an average price reduction of 4.8% .
“From data analysis – comments the Nomisma-Wine Monitor manager, Denis Pantini – a sort of “revenge spending” emerges which is driving the world trade in wine and which affects medium-high range wines, as can also be inferred from the average import prices. Confirmation of this thesis comes from analyzing the export of Italian and French Dop, with the red Dop of Piedmont at + 24% or the red Dop of Tuscany at + 20%. The trend is even more evident for reds with French appellations, with Bordeaux at + 61% and Burgundy at + 59%, but also for sparkling wines from beyond the Alps, Champagne in primis, which fly to + 56% in the world and to +70 % In the USA”. For the dg Veronafiere, Giovanni Mantovani, “The sector has managed to emerge, hopefully definitively, from an unprecedented crisis thanks to the fundamentals of its operators, their commercial organization and the strength of the Italian brand. Today, in particular with our symbolic wines, we are at the center of the phenomenon linked to post-Covid ‘consumption of revenge’: a driving effect to be intercepted and from which to start again, consolidating market shares even more. Vinitaly Special Edition, the business event on stage from 17 to 19 October in Verona, will also serve this purpose, with the presence of buyers, distributors, foreign delegations from the main target countries for the sector “.