Wine trends in Italy: Week of 27 to 31 May 2024

Wine consumption in the USA decreasing, but with signs of improvement

In the United States, wine consumption is still declining, but for the first time since October 2023, the trend is improving. According to analysis by SipSource, overall alcohol and wine consumption fell by 4.7% in the 12 months to April 2024, better than the -5.2% through March. In particular, white wines recorded a decline of 5.4%, outperforming reds (-9.4%) and rosés (-8.7%). Prosecco continues to be a strong point, with growth of 4.8% in April, driven by prices between 13 and 18 dollars per bottle (7.0%) and between 8 and 13 dollars per bottle (2.9%). ).

Exports to Russia on the rise, but with future uncertainties

Italian wine exports to Russia saw notable growth in the first two months of 2024, with an increase of 120% compared to the same period in 2023. However, the situation could change drastically due to the proposal to increase tariffs on 200% import for wines from NATO countries. This could represent a significant challenge for the Italian wine market in Russia, already expanding with domestic production rising by 30% in the first four months of 2024.

Orange wine: the summer trend

Orange wines, or white wines macerated on the skins, are enjoying a moment of great popularity, especially in the United Kingdom. According to the Guardian, online supermarket Ocado has seen a 99% increase in sales compared to last year, with monthly increases of 437% in London and over 100% in Manchester and Kent. This phenomenon is also taking over social media, with a growing presence on TikTok, making them a summer choice for both consumption and photography.

In summary, while the Italian wine market continues to navigate between lights and shadows, emerging trends such as orange wines and the resilience of sparkling wines offer positive prospects for producers and enthusiasts.