According to the joint report of the SACE Research Department, the Mediobanca Research Area and Ipsos on the Italian wine and spirits sector (based on the analysis of the Italian and international markets and the study of socio-cultural consumption dynamics), the data indicate that the main Italian wine producers closed 2020 with a 4.1% drop in turnover; in particular, -6.3% for the domestic market and -1.9% for the foreign market.
In particular, sparkling wines, generally the most used for cocktails and aperitifs, lost henan mobile number database more ground (-6.7%) than still wines (-3.5%).
As for purchasing channels , the large-scale distribution sector saw an increase of 2.3%, going from an incidence of 35.3% in 2019 to 38% in 2020, while the hospitality sector lost 32.7%, going from 17.9% to 13.4%. Wine bars and wine bars did a little better, but they suffered a loss of 21.5%: they went from 7% to 6.7%.
As you can imagine, however, e-commerce was the channel that saw a real explosion in sales:
+74.9% in own funds;
+435% on dedicated online platforms;
+747% on general marketplaces.
Before the lockdown, 71% of Italians had never purchased online from winery websites and 74% had never purchased from a wine merchant's e-commerce, while today these shares have fallen to 64% and 69% respectively.
This trend led to a 55.8% increase in digital investments by major wine producers in 2020, compared to a 13.4% decline in ad spend and a 14.3% decline in overall investments.