A preview of the "Circana for Vinitaly" study to be presented on April 15 at Vinitaly on the most purchased wines in Italy in large-scale distribution. The two rankings of best-selling and "emerging" wines in large-scale distribution. 2023 difficult year for wine in large-scale distribution: doc wines drop by 2.8%. Possible strategies for the future.
756 million liters of wine and sparkling wine sold in 2023 in supermarkets make it the largest trade channel. But what are the wines most purchased by Italians in supermarkets and discount stores in the past year?
The most purchased wines in Gdo in 2023
- Prosecco (sparkling and semi-sparkling) with over 43 million liters, -1.5% over the previous year;
- Chianti with more than 16 million liters, -4.9%;
- Lambrusco with over 15 million liters, -9.5%;
- Montepulciano d’Abruzzo with more than 13 million liters, up 4 percent;
- Vermentino with over 10 million liters, +2.3%.
The wines, on the other hand, with the highest sales rate are: rosé Cerasuolo d’Abruzzo with +19 percent; Sicily’s Grillo with +12.2 percent; Pecorino, produced in Marche and Abruzzo, with +12 percent; Lugana, produced in Lombardy and Veneto with +9.5 percent; and Ribolla from Friuli Venezia Giulia with +8.0 percent by volume (see the two tables).
This is the anticipation of the “Circana for Vinitaly” study, which includes the rankings of the top 15 best-selling and 15 “emerging” wines and will be fully presented at Vinitaly on April 15 during the traditional round table on Wine and Large-Scale Retail, organized by Veronafiere.
-3.3% in volume but +2.5% in value over previous year
2023 was still a difficult year for the wine market in the large-scale retail trade, although inflation weighed less than in 2022 and the second half of the year saw a slight increase in sales. The overall wine figure is -3.3% in volume over the previous year but +2.5% in value. Better were bottled wines with appellations of origin, which fell 2.8 percent, while bubbles also declined, at – 1.1 percent. In more detail: i rosati have sold better of White people, i whites better of reds, i wines fasteners better of wines sparkling. The average price of bottled designation of origin wine (DOC, DOCG, IGT) is 5.4 euros per liter, an average increase of 6.3 percent over the previous year.
The round table at Vinitaly
In-depth analysis of 2023 data, with data for the first quarter of 2024, will be presented by Circana at the April 15 roundtable at Vinitaly. Commenting: Mirko Baggio, representative of Federvini (Villa Sandi’s Gdo sales manager); Francesca Benini, representative of Uiv. Unione Italiana Vini (Sales & Marketing Director of Cantine Riunite & CIV); Simone Pambianco, Category manager Beverage, Conad; Francesco Scarcelli, Head of Beverage & Frozen Foods, Coop; Lorenzo Cafissi, Head of Beverage, Home & Personal care, Carrefour Italia; Marco Usai, Wine Specialist, MD.
