The Federation reports our analysis about export trends, market trends and consumer preferences.
According to a survey by Assoturismo Confesercenti, the number of tourists registered in accommodation facilities between June, July and August would be around 50.5 million, with Italians dropping (-5.7%) and foreigners increasing (+3.6%) on the other hand. And it is precisely the latter that are driving the consumption and sale of Italian wines, according to the estimate of the Edoardo Freddi International Observatory.
In fact, despite a summer 2023 that was anomalous in many respects – just think of the drop in tourism and the difficult weather conditions that affected our country – consumption performed well. In these summer months (June, July and August), the top 10 wines exported and those most in demand by foreign tourists were: Pinot Grigio (9% exports Edoardo Freddi International); Chardonnay (7.5% exports); Lugana (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 saw growth ranging from +3% to +18% compared to the same period last year. This trend also applies to the consumption/requests of tourists here in Italy on holiday.
After the Covid years, people have changed their habits and preferences and now prefer to allocate their budgets towards aperitifs, dinners and evening outings in order to live a social and gratifying 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, especially to live a different experience and with a view to buying souvenirs for their loved ones.
The tourists who consumed the most wine during 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 Lake Garda appellations);
– English (mainly wines from Piedmont, Sardinia, Sicily and Lake Garda appellations);
– French (mainly wines from Campania, Sicily and Piedmont);
– Dutch (mainly wines from Abruzzo, Piedmont and Lake Garda appellations).
Source: Federvini