Bubbles Rosé have ousted the reds still? All OVSE data of a genre that in Italy it is 61 million euros

by Thursday, November 15, 2012

Giampiero Comolli, Director of OVSE, It is certain. «Not just fashion. Already the production data, consumption and markets, collected from O.V.S. and. in 2008 confirmed the tendency of growth of volumes. Consumer analysts justified this increase (in 2008 on the domestic market than any other type of sparkling wines) as "the solution" make a wine with bubbles more assimilable to a red wine, ideal for use with different dishes. but it is not so. There's also a component – not to be missed – so-called "hostess", or important female choice for Rosé sparkling wine. Then in the consumer and in widely, Champagne "Rosé" was the emotional characteristics of the bubbles and the most important body of aromas and tastes that a red wine offers on dishes. The consumer survey showed (outside experts and professional tasters) that the pinkish wine has the lowest level of "recognition" between the classic and charmat method. Today , those hits and that data on domestic market, you add a further reflection: lto growth of all rosé wines has coincided with a decline in consumption of red wines, excluding those sparkling wines, sparkling wines and passiti».

In 2011 O.V.S. AND. He carried out a survey among 1200 final consumer, divided into equal way among women-males, among young people (18-25) and the elderly (In addition 65), among young people (26-36) and adults (37-65) with different professions and training. Clearly the limited importance, for Champagne "Rosé", production method and processing method, from red grape varietals used and origin of the territory. In choosing tag names are favored more notes and "spumante".The final consumer ( asked during purchases among the stalls of supermarkets) identify in broad terms the "source" of the Rosé sparkling wine (in order of number of responses): Lambrusco, Bonarda, Oltrepò Pavese, Sangiovese, Tuscany, Salento and finally the Pinot Noir. The recent O.V.S. survey and. It appears that sparkling wines "rosè" meet four basic requirements: to) novelty and demonstration of knowledge by those who propose to guests; (b)) beloved by female consumers for some practical reasons and symbol; (c)) combines flavors of different products and is intriguing because ambiguous; (d)) simplification and matching high-amplitude at the table ( is the type with the Prosecco more adjusted and combined in absolute). For the category of sparkling wines made with the Italian method (considered a sparkling young, simple, modern, less complex and full-bodied) the pinkish type increases the richness and complexity. For the traditional method , becomes the classic sparkling wine comes closest to a red wine, but with greater flexibility and simplification at the table and meals, with different dishes and kitchen, even international.

The label of a Rosé or sparkling wines "rosè" represents, for many wine cellars, a reference in more; accompanies the company and enter into competition with competitors also noble; allows you to enter some more sophisticated sales channels and difficult, or in countries where for years the type "rosè" acquired space and consumer favor. Also promotes the export of other products which may be of corollary.


From 2004 al 2008 the production and consumption of sparkling wines "rosè" in Italy has increased fivefold and the market demand has outstripped supply yet for many labels doing grow productive interest, the placing on the market of new products. On the internal market, in those years, both the Italian method(°) the traditional method(*), sticking a higher price of sale with the same trademark, cantina, by denomination. This has resulted in an exponential increase of some products, of some type, maybe even at the expense of quality and above all by color constancy and taste: key elements in the selection and in the consumer gradienza which then can determine a variance and deviance from the statistical average, and then increase, even in the short term, the infidelity and the decrease in consumption. The production and market vintage 2010, O.V.S. AND. He started to record some repercussions on the internal market, While growth abroad, Although smaller than in 5 previous years, He maintained a slight positive trend. This especially for wines made with the Italian method ( 9,5 on 10) and for six Italian historical labels with the traditional method from Lombardia, Trentino, Emilia, Salento. The good performance of the consumption of Pink bubbles within a medium term ( 2004-2011) It shows that all sparkling wines have had a strong boost of consumption, focusing also on types that have never attracted the Italian consumer, traditionally focused on white or red wine quiet. In parallel, there has been an increase also of red wines with bubbles: Brachetto d'acqui Docg , Doc Piemonte Brachetto, Lambrusco Doc, Negramaro Doc . The Rosa combines the emotional characteristics of the bubbles and the density or richness of aromas and tastes that a red wine offers. For someone is the solution of the "unique" wine at the table in front of different dishes. The investigation of O.V.S. and. in 2010 made by Ovse finds that the choice is becoming more subjective ( for the 58%) regardless of the combination, by the Council and the opportunity. It also confirms, for years after the previous survey, that is unimportant the production method, the vine, the origin, the name. In the national RETAIL value (1 bottle on 2) is given by the trade mark, go more bubbles Pink Italian method of big brands in Piedmont, Emiliani and Puglia; for the traditional Ferrari Spumante, in 2010, is a leader. In any case the volumes more (about 80%) are the prerogative of the Italian method. In the Horeca italiana, about 2 bottles up 3 rosé wines are consumed by Italian method.

YEAR 2011
The year 2011 confirms the analysis, polls and surveys of 2010. The domestic market is very static,, foreign markets are more speed and more variable depending on the country and area: good performance in England and Japan, discreet in Usa and South America, slight decrease in Northern Italy, especially the Northeast area. On an estimate of 16,5 millions of Italians who in 2011 have consumed at least 1 bottle of sparkling wine, about 2,1 millions drink occasionally also a "Rose", referred 1 million consumers are more loyal or privilege (average of 4,5 bottles/year). The Italian consumer focuses on color, the company known mark and only on some specific type. Considers that all red grape varietals may be capable of producing sparkling wines "rosè" (doesn't know the Rosé vinification ). The recent survey shows that the consumer has two almost absolute certainty: There is no "pink" type for the Valdobbiadene Prosecco Conegliano Docg; almost nobody knows that you can't mix a white wine and a red wine to obtain a wine "rose". The consumer is less faithful to sparkling wines "rosè" not the white bubbles. Also in the 2011, consumer responses are based on the same factors of choice already encountered: – also bonus the landlord or person who offers guests and simplifies the choice of table wine; – beloved by female consumers for some practical and symbolic reasons; – combines flavors of different products and is intriguing because ambiguous; – has great breadth of combinations at the table. In the bar the request of bubbles "Rosé" is to increase (+ 5% with respect to the 2010) for cocktails and aperitifs, especially in the central-southern Italy.


1. Rosé wine traditional method:
– total domestic production: 1.390thousand bottles 0,75 l, of Franciacorta Docg, Trento Doc, Altalanga, Oltrepo Pavese and about 30% by Vsq Rosè
* Franciacorta = nr 210mila
* Trento = nr 420mila
* Oltrepo Pavese = nr 1,500 Iraqis
* other non-docg and doc = nr 300,000
– export: 120thousand bottle 0,75 l, for the 40% di Trento and the 40% by Vsq
– main markets: England, Usa, Japan and Switzerland.
– source revenues: € 11 millions.

2. Pink sparkling wines Italian method:
– total domestic production: 15,9 millions of bottles
* Piedmont = nr 4,0 mil * Lombardy = nr 1,5 mil
* Veneto = nr 3,0 mil
* Emilia Romagna = nr 3,0 mil
* Trentino = nr 0,5 mil
* Other regions = nr 3,9 mil
– export: 5,6 millions of bott 0,75 l of the 55% by Vsq-Vs Rosè
– main markets: Germany, Russia, Poland, Greece, South America, Usa, England.
– source revenues: € 50 millions

Imports in the domestic market are limited to Champagnes (24 among the best-known brands and high-quality), a South America, four quarry and other 2 metode champenoise French). About 1,2 million bottles, the 85% of Champagnes. Source revenues: € 14 millions.

TO) 2 on 10, young people aged 18 and the 36 years, put at the top of the decisions at the table champagne "Rosé"; only in 10% of the cases the choice falls on a traditional method. Among the 37 and the 65 years only 1 reply all 21 puts the first sparkling wine "rosè" and among the over rate for people 1 only one answer on 39 indicates the Rosé 1st always use at the table. These figures fall away occasions, especially as an aperitif.
(B)) Among women the ratio almost doubles: for example, one case each 44 the female range between 37-65 years; only in the age group women's taste is more favorable for the "pink".
(C)) The consumer informed and not occasional "is the first buyer" rosè sparkling wine ". The choice also depends on the fact that the main buyer of wine between four walls is woman (In addition the 60% wine purchases in modern canal is accomplished by women above 44 years).
(D)) Champagne "Rosé" is a result – albeit with some errors of knowledge on territories and on basic grape varieties – absolutely the best “wanted” from all. Champagne "Rosé" is seen by the women of the House, as ideal for the whole meal and for each combination.. .


The consumer does not understand why most of the White Coast; He does not know how it is produced; do not locate a specific national territory and a specific grape variety; It prefers slightly aromatic; judging the intensity and color approval rating a fundamental factor for buying and for consumption; prefer white bottle to identify it faster; It makes no difference between production methods

– Franciacorta – Berlucchi Brothers – Lombardy
– Franciacorta-Bellavista – Lombardy
– Gavi docg d'antan – La Scolca Soldiers – Piedmont
– Gancia Gancia – – Piedmont
– Rosa Regale Brachetto d'acqui docg – Banfi – Piedmont
– Carpene Malvolti Carpenè – – Veneto
– Trento Doc – Ferrari – Trentino
– Cruasè Oltrepo Pavese-il Bosco – Lombardy
– Rosè Lackey – Lackey – Lombardy

Collaborative OVSE Group:
Linkedin Network Updates Group Consulting (394 Testimonial in 48 foreign markets and Italy).
Thanks: Insee, To Oemv, TTB-Usa, Tns Infrotest Ge, Justdrinks, Winesas, Allt-Om-Vin, Inao, Echos, Istat, Ice, Eurostat, AcNielsen, Databank, Iwsr/GDR, Customs offices,Oeno

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