GIOVENTU » Wine purchases by Italians lowest level since 1861

Wine purchases by Italians lowest level since 1861

A recent Coldiretti research revealed that Italian wine consumption fell to its lowest since 1861. Italians drink much less than before. In 2013, Italians drank 22 million hectolitres of wine, less than the Americans and the French. The paradox is that, according to the study of Mediobanca, the industry continues to grow abroad.

So if Italian wine abroad grows, increases turnover and employment, on the other hand domestic front consumption is collapsing. The wine purchases of Italian families fell by 7 per cent in 2013 to the lowest record since the Unification of Italy in 1861.

Moreover, in terms of red wine, Italy and France have even been overtaken by China, which has become the world's largest consumer in 2013, despite not having production level and a consolidated tradition such as that of the Old Continent. Yet China has registered a record increase of 136 percent compared to 2008, while during the same period there has been a decline of 18 per cent in France and 5.8 percent in Italy.

For Coldiretti the crisis is to blame. For economical reasons Italians gave up a glass out of four: the average consumption has dropped to 37 litres per year. Only 21 percent drink wine every day, and almost half do not drink ever. In terms of production in 2013 for the first time Spain overtook Italy and became the world's largest producer of wine and musts, respectively leaving Italy and France the second and third place on the podium.

Despite the fact that the wine industry has faced a serious crisis of domestic consumption, it has been able to create income and employment in Italy because it focused on quality, distinctiveness and the link with the territory, creating the conditions for an enhancement on the foreign market, where it has become a symbol of Made in Italy.

This is the sense also of part of the operation of the Lunelli Group, owner of Ferrari spumante, which took over 50% of Bisol, historic winery in Valdobbiadene. The vineyards remain with the Bisol family and the company will continue in the tradition.

This transaction will communicate to the market the diversity of Italian “bollicine”. Ferrari has the longest tradition in the classical method and Bisol is a historic excellence of the territory. Together they can make the world understand the richness of this diversity.


Giulia Lombardo

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