And it is precisely the latter, according to the estimate of the Edoardo Freddi International Observatory , that drive the consumption and sale of Italian wines. In fact, despite an anomalous summer in 2023 from many points of view, just think, in addition to the decline in tourism, also the difficult climatic conditions that have affected our country, consumption outside the city has recorded good performances. In these summer months (June, July and August) the 10 main wines exported as well as those most requested by foreign tourists were : Pinot Grigio (9% exports Edoardo Freddi International); Chardonnay (7.5% exports); Lugano (7%); Bolgheri Rosso (6%); Gavi (5.5%); Montepulciano (5%); Cerasuolo d'Abruzzo (4%); Aglianico (3.5%); Lagrein (3%); Trento Doc (2.5%). All these wines, according to Edoardo Freddi International, have seen a growth that varies from 3% to 18% compared to the same period last year. This trend also applies to the consumption/demands of tourists here in Italy on holiday. After the Covid years, people have changed their habits and preferences and today they prefer to allocate their budget to aperitifs, dinners and evening outings with a view to living a social and rewarding experience. This summer, Italian and foreign tourists have certainly contributed to a positive trend for the HoReCa sector and have preferred, alongside relaxation and culture, the search for food and wine products, above all to live a different experience and with a view to buying souvenirs for loved ones. Edoardo Freddi International in the summer months (June, July and August) recorded a growth of approximately 1.5% compared to the same period last year. The main export markets were Germany, USA, China, Switzerland and Canada; these together represented 55% of Edoardo Freddi International's exports. Foreign tourists and their preferences will certainly influence the imports of certain wines especially in the coming months, after they have become real ambassadors in their country of origin for the wines tasted and bought during their holidays in Italy.
10 wines that have conquered the tables
In these summer months, consumption (at home and out of town) and purchases of wine have been varied: some have focused on fine wines - very high quality wines at decidedly high prices, for collectors -, while others have appreciated wines with more contents, which are not necessarily wines of lower or poor quality but perhaps have a different positioning, a lesser-known brand or have probably been purchased directly from the producer himself. The top 10 wines that conquered the tables are: Vermentino di Gallura (Sardinia; 8.5% of Edoardo Freddi International sales in Italy in the period June-August 2023); Grillo (Sicily; 7% of Edoardo Freddi International sales in Italy in the period June-August 2023); Lugana (Lombardy; 6.5%); Fiano di Avellino (Campania, 5%); Bolgheri Rosso (Tuscany; 5%); Gavi (Piedmont; 4.5%); Trento Doc (Trentino; 4%); Lambrusco (Emilia; 3.5%); Cerasuolo (Abruzzo; 3.5%); Primitivo di Manduria (Apulia; 3%).
The top 5 Fine Wines are undoubtedly:
Vermentino di Gallura (12% of Edoardo Freddi International fine wine sales in the period June-August 2023); Bolgheri Rosso (10% of Edoardo Freddi International fine wine sales in the period June-August 2023); Barolo (9%); Brunello di Montalcino (7%); Amarone della Valpolicella (6%).
The top 5 wines of the large-scale distribution are instead:
Pinot Grigio delle Venezie (13% of Edoardo Freddi International sales of this type of wine in the period June-August 2023); Chardonnay (9% of Edoardo Freddi International sales of this type of wine in the period June-August 2023); Lambrusco (8%); Negroamaro (6%); Ciro Bianco (5%).
The tourists who consumed the most wine in these summer months, both at home and on holiday, were:
- Americans (mainly wines from Tuscany, Campania, Puglia, Sardinia and Sicily);
- Germans (mainly wines from Emilia, Abruzzo, Trentino and denominations from Lake Garda);
- English (mainly Piedmontese, Sardinian, Sicilian wines and denominations of Lake Garda);
- French (mainly wines from Campania, Sicily and Piedmont);
- Dutch (mainly wines from Abruzzo, Piedmont and denominations from Lake Garda).
General data on restaurant/disco performance
As previously mentioned, out-of-town consumption recorded good performances. After the Covid years, people have changed their habits and preferences and today they prefer to allocate their budget to aperitifs, dinners and evening outings with a view to living a social and rewarding experience. Restaurants, despite inflation and price increases, have performed well; however, there is a lot of uncertainty for the coming months and restaurants, as well as clubs and bars, are afraid of the consequences that this high price could bring
