In this interview, Edoardo Freddi talks about the current situation of Italian wine exports to the Russian market, trends, market characteristics and consumer preferences.
In Andrea Settefonti’s interview with Edoardo Freddi for Italia Oggi, hot and topical issues are discussed, such as the trend of Italian wine exports to the Russian market, despite the continuing conflict with Ukraine; the trends and characteristics affecting this market and consumer preferences for Made in Italy products.
Below is the full interview.
In spite of the war, Italian wine is booming in Russia, where the medium segment is growing while the premium segment is slowing down. The war in Ukraine has not stopped exports, the embargo is not there for bottles under 300 euro. This is said by Edoardo Freddi of Edoardo Freddi International, 33 mln bottles exported every year: “The Russian people love Italian wines and Made in Italy in general, exports continue. Super Tuscan, Brunello, Amarone, Barolo remain very popular. But in the last period they are beginning to discover less expensive Italian wines such as Primitivo from Apulia, but also Pinot Grigio, Lambrusco, Asti, Prosecco, Chianti and Montepulciano. Recently there is also great enthusiasm for Vermentino, which is taking the place of Lugana”.
According to Freddi, this change is due to “rising inflation that has reduced purchasing power and changed consumption. But also to the fact that last autumn many Russians with medium-high spending power left their country during the war. So fine wine and super premium Italians now have fewer customers”.
As far as places of consumption are concerned, in Russia in recent years there has been a boom of wine bars in the big cities: “They are increasingly popular, but they are not the only channel of purchase. People continue to consume in restaurants, at home, mainly outside meals and during holidays”, Freddi explains. Competition from wines from the former Soviet republics is weighing heavily: “There are many promotions because they are easier to import. Despite this, the Russian consumer continues to be interested in and attracted by Italian wines, which are still the best-selling in Russia, followed by Georgian wines that have overtaken Spanish wines, now in third place”, Freddi concludes.