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That in 2020 and in the first part of 2021 wine consumption in Italy held and grew through large-scale distribution and e-commerce, is a fact confirmed by many studies and research. And to confirm this, with some more curiosity, now comes a study by, the leading online price comparator in Italy. According to which 2020 closed with + 33% in the alcoholic category (with about 1.2 million searches) and with + 20% in the category dedicated to wines (with over 2.9 million searches) on 2019. beginning of the pandemic, growth peaks were evident in April 2020 for spirits (+ 111% on April 2019) and in June 2020 for the Wines category (+ 70% on June 2019).
And if it is true that e-commerce has exploded, doubling its reach, as extensively reported by WineNews, from the data of it emerges that it is mainly men who buy online: for the alcoholic category, the male share recorded in the last 13 months was 64% (with a search peak of 70.7% reached in the quarter September-November 2020). Even for wine searches, the situation does not change and the percentage of approval of males was 65.5% (with maximum peaks of 72.7% always recorded in the quarter September-November 2020). But from the detailed analysis of the research carried out on since the beginning of the pandemic, it emerges that online interest in wines and spirits is widespread in all age groups (naturally starting from the age of 18). In addition to Italians between the ages of 25 and 44 (who overall reach 50% of searches in both categories), users between the ages of 45 and 54 were also very active (16% for both wines and spirits) and range 18-24 (14.4% is the share of searches in alcohol while 12.7% for wines). These categories, however, arouse interest even among the most mature: users aged between 55 and 64 years are allocated around 10% of searches in alcohol and 11.4% in the category Wines (with peaks in the quarter of September – November 2020 of 12.2% in alcohol and 15.2% in wines).
The most active regions in the online search for wines and spirits, in the last 13 months, were Lombardy and Lazio, which together account for almost 50% of searches.

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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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