The latter, once the undisputed protagonists, are giving way to white labels in tune with contemporary “starred” cuisine.
Resumption of Made in Italy Exports.
After the slowdown in 2023, Italian wine is growing again on foreign markets. In the first nine months of 2024, there was a 3% increase in volume and 6% in value, pushing the end-of-year forecast to over 8 billion euros in exports. The result of still PDO and PGI wines was excellent, supported by a leap in sparkling wines (13% in volume, 9% in value), which for the first time surpassed red wines among international preferences. This is a historic change for Italian exports, driven above all by Prosecco.
Bubbles in Command: Overtaking the Red.
Italian bubbles confirm themselves as the true engine of exports: for the first time, in fact, the sparkling wine shipped abroad exceeds the volumes of red and white wines. A true revolution that sees Prosecco as the spearhead, capable of generating, alone, a turnover of more than 20% of the entire export of Italian wine. This success is linked to the pop image of bubbles, easily paired with trendy cocktails, a scenario that favors the growth of the category, destined to consolidate in the coming years.
The Future of Wine in the EU: Consumption, Production and Exports in Decline.
The European Commission's projections for the next decade outline a complex scenario for EU wine: decreasing production, consumption and exports, affected by climate change, health concerns (especially among young people) and changing tastes (fewer reds, more light and sparkling wines). However, not all countries show the same trends: significant decreases in France and Germany, but increases in emerging markets such as the Czech Republic, Poland and Sweden. The sector will have to evolve, focusing on innovation, diversification and adaptation to new preferences.
Internal Market and Consumer Evolution.
In Italy, domestic consumption remains stagnant, with bubbles holding up (or rather, growing), while still wines are declining. The “green” segment among sparkling wines is not taking root as expected. Meanwhile, Generation Z, more health-conscious and less attached to wine as a habit, considers the consumption of this drink less and less attractive (“cringe”), especially moving away from full-bodied reds. Bubbles, on the other hand, remain “cool” outside the home and, in the case of Prosecco, are also growing in domestic consumption.
Italy, increasingly the Country of Bubbles.
The data confirm that Italy is becoming a “sparkling wine country”. With a production of bubbles close to one billion bottles and a continuous increase in sparkling wine exports (which already represent 30% of the total Italian wine sold abroad), the sparkling wine sector dominates the scene. Countries such as the United States, Canada, Australia and even Russia are consuming more and more Italian bubbles, while some historical markets (China, the United Kingdom, Germany) are slowing down. Prosecco remains the main reference, both abroad and in Italy, driving the entire sector.
In summary.
2024 is coming to a close with a changing scenario. Haute cuisine and new food trends are encouraging the consumption of light white wines, while sparkling wines are ruling the roost internationally, finally overtaking red wines in exports. The European context predicts a general contraction, but Italy is resisting and innovating, thanks to the unstoppable rise of bubbles and the diversification of its outlet markets. In an uncertain future, dominated by climate change, new lifestyles and changes in tastes, Italian bubbles are confirmed as the strategic asset to focus on.
