It is among the Italian wines with the highest purchase conversion rate, especially in the Center and North of the country and more and more among the forties. These are some of the characteristics of those who habitually consume Morellino di Scansano DOCG in Italy. This is what emerged in a research conducted by the Wine Intelligence agency, which monitored the buying behavior of regular wine consumers in Italy in the early months of 2020, an estimated group consisting of about 28 million Italians. The survey, which will be published in the coming days in the "Italy Landcapes 2020" report, has also examined the prospects for wine consumption in Italy following COVID-19.
Morellino di Scansano DOCG, in addition to being among the best known denominations in Italy, also has, according to the research, a " high conversion to purchase rate ": more than 3 out of 10 connoisseurs of Maremma wine look for it and buy it. "This is certainly a very positive fact and for us a good starting point, if we consider that in this ranking we find names that produce much higher quantities than ours" comments Alessio Durazzi, Director of the Consortium.
The research has also made it possible to establish the profile of those who , among regular wine consumers in Italy, know Morellino di Scansano DOCG : they mainly reside in central and northern Italy and are increasingly loved among consumers who are aged between 34 and 44 years old.
As far as sales channels are concerned, Morellino di Scansano is known and purchased both in large organized distribution, especially in supermarkets, but also in specialized stores and - to an extent above average - directly in wineries, an increasingly loved by fans of Morellino di Scansano DOCG.
"It is a wine capable of intercepting fairly transversal consumer targets - comments the president Rossano Teglielli - The research also revealed the growing importance of the e-commerce channel: an indicator that certifies the current consumption change, amplified even more in the latter period plagued by the Covid-19 pandemic. "
Finally, it emerges that the consumer of Morellino di Scansano pays more than average attention to the issue of organic, in addition to other aspects related to sustainability. In fact, among those who bought Morellino, over 30% show particular attention for organic wines, against an average of 21%.
"These are certainly useful indications for the entire production base of our appellation to understand what perception of Morellino di Scansano has for a consumer, who already loves wine and is looking for it." concludes director Durazzi. "We are going through a historical period of great transformation and those who produce wine, in particular those who belong to such an identity as ours, must have the tools to be able to interpret what is happening and to be able to hypothesize the decisions to be made in the near future".
