Retail sales report UK, USA, Germany December 2022
Retail sales report UK, USA, Germany December 2022


Retail sales report UK, USA, Germany December 2022

2022 closes with a balance in chiaroscuro on the three main outlet markets for Italian wine.

Return (almost soft) to pre-Covid

On the retail circuit in the USA, UK and Germany, according to NielsenIQ data processed by the UIV-Vinitaly Wine Observatory, 4.9 million hectoliters of wine were sold, equivalent to a 9% drop compared to 2021, for values in reduction of 5%, to 4.7 billion euros.

In terms of volumes, the drops are in the order of 9% both for sparkling wines (1.3 million hectoliters, generated above all by the UK and Germany, which oscillate between -13% and -15%, while the USA stops at - 1%), and for still wines (3.5 million hectoliters, with peaks of -10% in the UK). The reductions in value see still wines at -6% (2.9 billion euros), while for sparkling wine the good US performance (4%) compensates for the 10% declines in the UK and Germany, bringing the category total to - 4% (1.7 billion euros).

Among the three markets, the worst general performances were recorded in the UK (-11% volume and -8% value), while the USA dampened the value erosion to -2% (2.1 billion euro), limiting the minus to volume at -5%. Germany at -7% in value alongside a loss of 10% in volume (1.7 million hectoliters).

Despite having recorded an improved fourth quarter compared to the previous ones (with the exception of some product types on some markets), the ballast accumulated up to September did not allow 2022 to fulfill the expectations of the national industry, which were essentially aimed at consolidating the sales on the levels - sometimes record - achieved in the post-pandemic. In all three markets, the final figure therefore represents a more or less soft return to 2019 levels, in particular for still wines: the most striking example is that of Pinot Grigio in the USA (-3% 2022/21 but 1% of Cagr 2022/19) or in the UK (-4% per year but 2% on average from 2019), which at the turn of 2020 and 2021 had experienced a strong acceleration in sales, even on obsolete formats such as the liter and a half. The situation of red wines is more slippery, such as Chianti in the USA (-9% 2022/21 and -4% from 2019), or Montepulciano and Primitivo in Germany: the rather substantial drops recorded in 2022 suggest serious difficulties from here in the near future, in the wake of consumer disaffection for red in many markets. Strong erosions also for the sparkling type, "heavy" from a volume point of view in Germany, with cumulative losses of 10%, of which Lambrusco at -13%.

Among sparkling wines, Prosecco, although below 15% on the German market (also for the sparkling type, -26%) and uncertain on the British one (-15%), maintains a constant growth trend in the USA (with an encouraging 7% at the end of the year, which brings the 2022 annual balance to 4%, thus keeping the progression between pre and post-Covid unchanged: 12% the average rate since 2019): in the light of these numbers, however, it is now a given in fact, the future of this product is destined to play out of the historical triad, to go and expand the now vital spaces in other markets, such as France, Canada, Eastern Europe.

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Retail sales report UK, USA, Germany December 2022

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