The numbers of Italian bubbles 2011 | TrentoDoc to +10%, Franciacorta to +17%

by Tuesday, January 10, 2012

The friend Giampiero Comolli economic observatory effervescent wines every year has compiled the numbers of Italian bubbles. Let's see how it went for the 2011.

"The Italy has for the second consecutive year the export leaders. Italian bubbles are absolutely different from any other in the world: typology and leadership qualities that must be maintained and improved. Ovse changing the data multiple times. Consumption do not coincide with the production and final figure depends on investigative and analytical method, statistical calculations, from a continuity of controls and market knowledge. Also the parameters vary from source to source. This year OVSE takes advantage of its network of experts throughout 48 Countries. In summary, the 2011 It is characterized by a large gap in prices throughout the year especially abroad, for concentration of purchasing acts at the last minute, For more limited packages, for almost total loyalty to high-level and bottles for great infidelity at lowest price labels, for a confirmation of domestic consumption and autonomous purchases, sales development in the Retail foreign countries ". Summarizes Giampietro Comolli , by 30 years technician expert in sparkling wines and sparkling wines in Italy and abroad.



Ovse estimates that consumer home market represents a slightly higher turnover in 1 billion euros with a decrease of 2% with respect to the 2010 in the face of a Plv cause 480 million euros. With imported wines is an industry consumer sales near 1,3 BN. EUR. Downhill still sparkling Italian consumption outside the home (-4%), especially in upscale restaurants, hold and confirm the positions the bubbles metodo classico, Although wine lists the relationship between national and foreign production, When okay is 1 or 2 each 4 Testimonials.


Domestic consumption reaches 68% against the 32% of the domestic Extras. More important, the range of choice in small and local restaurants, which are in 70% of cases to provincial and regional labels. In the aperitif bar holds and grow the local offering bubbles combined with cold and warm dishes fast. An alternative to dinner for many young. Main consumers outside the home and meals remain among consumers 18 and the 35 years, for which it is increasingly important to the convivial aspect in the consumption, a glass of bubbles is sociability, represents a style and a way to offer. Continue, as from 5 years, purchases for domestic consumption; in 2011 There is an increase in purchasing documents (+4%) in small supermarkets, in cash&carry and comes direct from the manufacturer: with respect to the 2009 There was an increase of 5% in volumes of purchases in cellar primarily under the holidays with orders for gifts. Increasingly stable per capita consumption data to 2,60 year bottles.

Also in the 20 11 There is a further shift in tastes towards the bru t (dry) and made(aromatic) for the generic and sparkling Prosecco national domestic market with more than 70% of the total required toast. The m's leading manufacturer within sees a decline of Rosé sparkling after years of positive trend and are falling bubbles metodo classico as a non-territorial markings. Trento Doc holds and reinforces the traditional positions, expanding markets, well the Franciacorta and the Altalanga in full synergy with the outstanding performance of the Asti docg. The Franciacorta grew longer abroad, but in the verges on Italy 10 millions of untapped bottles on about 22 million total, i.e. the 46%. It also grows the Asti Docg, not for export, but exceeds 14 millions, Prosecco Docg exploits with 37 millions of bottles and 40 million bottles for the Prosecco Doc. Still growing generic and sparkling wines with 37 millions of bottles, However, the decline of 10% were the desserts. Also consumed 7 million bottles imported, about 200 thousand of Spanish Cava and other 300,000 from different countries, the rest is Champagne that year-over-year increases of 9%.


Good performance for altagamma and products for those of first price, the decrease in volumes hit especially the intermediate priced products (between 11 and 25 Euro consumer bottle) Although the overall average price was lowered by about 5-6%. Two elements of reflection on the Italian market: The Cartizze Sparkling Upper sees no crisis, It grows in the price, with the quantities of frozen bottles, resulting in large-scale retail trade the national bottle shelf price exceeds € 12 the bottle and the launch of promotional sales several times a year for the same label, even before the end of the year, with cali from 30 al 40% starting price especially for labels metodo classico, from Franciacorta at also makes TrentoDoc notes. The stagnation of consumption focuses on intermediate labels.


In 2011 the Northwest becomes the primary consumer area with a 34% of bottles, follows 3 points North-East, While positive signals were found in both the Retail and horeca in Central and southern Italy with plenty of room for growth for the apparent limited appearances of labels of sparkling wines in the wine lists of restaurants of various levels.


Abroad were consumed 270/280milioni bottles (media +11% in quantity and +8% in value compared to 2010) for the 99% obtained with Italian method mainly concentrated between Asti and Moscato (+12% in volumes and +5% in value), Prosecco Docg – Doc (+10% in volumes and +12% in consumer value compared to 2010) and generic wines and Muscat-based fantasy, former Prosecco and Muller Thurgau. A Plv for 720milioni euros to almost 1,7 billion as consumer sales. Strong increase in consumption also for the classical method, especially Altalanga Doc and Trento Doc (+10%), with the Franciacorta in a +17% with respect to the 2010 to indicate that the products are niche space in glocal system if supported by a marketing company foreign consumer-oriented, from a product presentation continues and if enhanced by foreign experts. Among the exported bottles from Italy there are about 2 millions of bottles of different brands of Champagne.


In the Usa and UK wins the last minute, the shelves of wine shops you will empty the last days, but above all there is a growth of purchases in Retailing (+6%), to mark the rise of the Italian references present, at the opening of the Italian bubbles, to the request and to the increase of domestic consumption also for Italian wines. In the us it is estimated an increase of volumes around the 27%, in Germany a +5%, in a United Kingdom +13% and in Russia a +40%. Several other countries like Ukraine, Poland and the Scandinavian countries do register a +3% of media, While markets such as the far East, Belgium and Canada marks a +5-6%. The Switzerland confirms a loyal consumer of bubbles made in Italy, like Austria. Good performance even in Balkan countries will increasingly geared to buying Italian bubbles. For the Franciacorta good results in Poland and Usa, goes better the Trento Doc in the far East and London.

In most foreign Countries (reached the quota of 74 Countries, but they are still at least another 40 countries where you can insert the Italian sparkling wines) It is essential for consumption and knowledge the relationship with horeca. A Ovse survey among the best-known restaurants and fashionable abroad, many of Italian origin with menus and Italian cook, shows that are still very few Italian labels, an average of 15% about. Then more growth areas within the same premises and hotel chains.

In Germany you will reach the 42 millions of bottles, referred 8 millions of Prosecco Superiore docg and 17 millions of Asti docg. In the Usa there are untapped 30 millions of bottles, referred 11 millions of Asti. In Russia, or better in Moscow and a few other large cities, have flown 29 millions of caps 9 millions of Asti and Prosecco apiece, 10 of generic wines. Austria, Switzerland and Japan together consume alt re 18 millions of Italian bottles, about 50% of Prosecco Superiore Doc and Prosecco.

For the second consecutive year the Italy is the first country in the world for exporting volumes. Ranked first by value at the origin and France remains the consumption. The country's main producer and consumer will confirm Germany with over 600milioni bottles and 7,50 bottles per person. News of 2011, the Russia with over 280 millions of bottles consumed, referred 11% of Italian origin.


"The world market – supports Comolli – recognizes quality and highest value of the past for Italian sparkling wines. Italy is in the conditions and must assume the role of expertise for history, by tradition and leadership of enological culture tastes and types of wines. The brand made in Italy at the table works, the bubbles help to promote the brand of national origin and the price lever helps, In addition to availability and increasing of sales outlets, to types more in line with international tastes and the fact that Italian sparkling wines are the most immediate approach, modern, that can be used at any time and occasion of the day. The pleasantness and soft freshness is winning in all markets. When braking the seasonal adjustment, most discontinuity occurs in consumption, less brand loyalty in General, range reduction and concentration of the first price and increased the shelf price gap between high-level labels, keep the volumes of high-end labels at the expense of a lower consumer price of 15% compared to three years ago, more or less dilution concentration over time purchase instruments. In Italy there is a reduction of values, with a lower average price 3% compared to 2010 ".

3 Responses
  • Angelo Rossi, Trento
    January 11, 2012

    Thanks Geisha, There is a matter to discuss. And to grow. The picture seems clear and the socio-economic context support the reopening of a debate in the round. Domestic consumption, for a start, indicate a priority that is to be seized, then there is the export. Much planned, roughly, I wonder how you think to improve market performance without improving the definition of one of the fundamentals of marketing-mix. I speak of the product, Obviously, and the need of its primary definition. How can you, in other words, claim that the consumer, new potential consumers, you guide to buy more bubbles (?) If these are not well defined? It seems to me ridiculous, in a country of his tongue (emanating from greco-Latin culture) rightly did pride, You cannot find a suitable terminology and ficcante of “bubbles” to define that group of products. The growth of the sector, over the past decade has been convulsed and any attempt to regulate the matter was influenced by cross-vetoes to protect the interests of the. Now things seem a little more stabilized and perhaps there is space, I was saying, to take a step forward. You go from the analysis of the faces who pushes the supermarket trolley (primary place of purchase) passing in front of the shelf with bottles. The symbol I see on the face of it this: “?” That includes all, or almost. We want to give this response? The main factors are the type and price. The latter however is a consequence of the rest, so we skip. Concentraiamoci on types where confusion reigns supreme. For type I mean roughly the vine variety, the processing method and the origin of the product. I think to date we can be substantially agree. Now, to make order and clarity of the types, two compartments appear quite defined and other two are confused. Defined I seem Asti (aromatic varieties of Muscat, Charmat method, Piemonte) and also the Prosecco (semi-aromaticadi variety Prosecco/Glera, Charmat method, Veneto). Confused, Instead, the area of Cardonnay/Pinot (non-aromatic varieties), metodo classico, historical backgrounds Trentino-South Tyrol, Franciacorta, Oltrepò pavese and Alta Langa. And confused, but this is an almost unsolvable problem, the rest of Italy with its variety all spumantizzabili with every possible method.
    Asti and Prosecco, It is no coincidence, sell well both in Italy and abroad. There is clarity on the varieties, on methods and on the territories. The problem is then the area suited to Chardonnay/Pinot (non-aromatic grapes) elaborated with the classic method of rifermantazione in the bottle in the area that, like a large comma, separates the Alps the other two large national spumante.
    Here's, begin to make it clear to consumers that:
    – 1° Italian spumante is basically a fact of the Alpine arc,
    – 2° that the Alpine region is divided into three macro areas (as seen),
    – 3° that the classic method is called so (TBD, Note).
    So back to the issue of the name (or rather of the surname) to give the classic sparkling wine South Tyrol, Trento, Franciacorta, Oltrepò pavese and Alta Langa. This was the point at which, fifteen years ago, We left, egioisti and divided (*). Certain, the world went ahead too and something was however sold. Franciacorta is ascent 10 my. pieces exceeding Trento stops 9, with others who have more or less the positions. But we know that everybody could double sales, but competent consumer space is saturated so you have to create new spaces between new consumers. Whom, though, demand clarity. We are always there.
    Will be intelligent enough to managers of 5 Consortia – in the absolute respect for the dignity of each – to get around a table to take this exciting opportunity?
    In the season of demonization of corporations, It is not here to raise a bulwark to curb hundred producers-South Italy that remain free to act as they see fit, but to come to an understanding over the historical territorial macro area of Chardonnay/Pinot classic method in order to increase business by following the path of confrontation and consequent decisions. Knowing a priori that an agreement will pass only if everyone will be willing to make some small or large step back, in Exchange for a huge step forward for all loyal respect among all.
    (*) For the record, the agreement on the surname was found with the term “the normal”, mix between classic and up. Pity that the wave of satisfaction with the delicate and difficult agreement reached all, but an editor of La Repubblica, They beheld that “the normal” Greek for flatulence… In short, not presentable. The disgust and disappointment were great and we recovered only after other seasons of meetings and in order to “talent”. But Franciacorta, which had begun to grow, would not submit to the cultural hegemony of Trento and called out. Talent was later “given” the Ministry of agriculture that protected him with a national decree that made him available for all and sundry. Obviously lost charm, Franciacorta even forbade his. AND’ still used by those who feel the need, especially occurring abroad where the comparison is with the Champagne, the Spanish Cava and the deutscher Sekt, to have a “surname” along with the name of the territorial designation (es. Trento). Franciacorta and Trento (become Trentodoc) attempting to follow the roads of the world, are – from this point of view – on a wrong way.

    • Gourmet Geisha
      January 13, 2012

      Angel Dear, did you see my interview with Zahid di ieri sul Corriere del Trentino?

      • Angelo Rossi, Trento
        January 13, 2012

        Certain that I saw, and does that confirm what I am I indirectly. Zahid says that you can't make a promotion in common. He is right, everyone has to do for himself and if Small Trentodoc has proposed such a thing was wrong by demonstrating the limits of vision which I think there is now a. The franciacortini and the other is revived a project over comprehensive regional fra zone, variety and usable method to use. AND’ clear that Talent is not a feasible option., because the only protection method and does not limit to the Territories concerned of more ancient origin. AND’ equally evident that the potential of Trento and Oltrepò are greater than Franciacorta, but of this you should talk, as it is evident that a go opened a debate on the role that cooperation is believed to exert even on spumantistica. From here you must start, in my opinion the subdued.

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