In the United States, the world's largest market for wine consumption, sales of red wines fell 9% in 2023, with the decline affecting varieties such as Cabernet Sauvignon, Merlot and Syrah. Furthermore, it is worrying that wine is losing popularity among younger consumers.
Even in Europe, negative signals are coming from Scandinavia, where consumption of red wines is declining in favor of other types, such as sparkling wines, particularly appreciated by women.
Even new markets such as China offer no relief, with customs restrictions hitting Australian labels, hitherto market leaders in the country.
In Italy, red wines such as Chianti, Brunello, Barolo and Amarone have lost ground on the shelves, while whites and sparkling wines are gaining popularity, often used for homemade cocktails.
Changes in the behavior of Italian buyers, with a decrease in daily consumers in favor of occasional ones, are pushing towards types of wine more suitable for aperitifs and cocktails.
To address this crisis, producing countries are adapting their strategies, with a reduction in the areas cultivated with red grape varieties and a search for alternatives towards white productions, such as Chardonnay and Sauvignon Blanc.
In a negative context, some positive signals emerge on the value front of Italian wine sales, with an increase in the premium segment of Made in Italy sales in the United States.
Finally, producers are trying to adapt, focusing on less alcoholic wines and with a stronger territorial identity to counteract climate change and consumer preferences.
These data emerge from the Signorvino Observatory, which analyzed market trends in 2023, highlighting the success of Franciacorta, Amarone and Champagne in sales, while Prosecco and Valpolicella Ripasso stand out in the ranking of the top 10 wines by volume sales.
Furthermore, the relationship between Signorvino and customers through restaurants, wine shops and e-commerce is strengthening, with an increase in online sales and a 65% increase in Loyalty program registrations.
Finally, an overview of 2024 trends in the world of spirits highlights a return to classicism for gin, the boom in artisanal bitters and attention to sustainability, while whiskey is gaining more and more popularity, transforming the act of drinking into an experience rich in cultural and gustatory nuances.
The world of Italian wine is going through a phase of profound change, with red wine facing an unprecedented crisis. The decline in wine consumption, especially red wine, is a phenomenon that has been underway for some time, influenced by various generational and climatic factors. According to the Observatory of the Italian Wine Union (Uiv), it is time to review strategies and propose to consumers a new identity and territorial coherence.
Exports of Amarone, the famous Venetian red, saw a 12% decline in 2023, while major foreign markets, including the United States and Canada, saw a significant decline in sales. In Italy, sales of red wines fell by 5%.
To cope with this crisis, manufacturers are adapting their production techniques. The Valpolicella Consortium, for example, intends to make Amarone less alcoholic and fresher, without compromising its territorial identity. This means reducing the drying of the bunches and focusing on a stronger but less fermented flavour.
The general trend shows a growing interest in white and sparkling wines, which are increasingly appreciated by consumers, both for direct consumption and for mixology. International markets, particularly North America, are looking for premium bottles of wine above $25, which are strongly linked to the territory and Italian tradition.
In this context, the Italian red wine sector is faced with significant challenges, but also opportunities for renewal. The key to overcoming the crisis is to offer distinctive, high-quality products that respond to the changing needs and tastes of modern consumers.
