Italian wine exports are currently in a very positive phase that is seeing them re-qualified, in a sense, according to the latest round of data dedicated to the matter. This upgrade process views wines protected by either a Denomination (DOC or DOCG) or geographical indication (IGT) as the main protagonists, since they make up the lion’s share of non-sparkling Italian bottled wine exports.
Exports of DOC-DOCG wines have gone up constantly from 2010 to 2014, going from 1.5 to 1.8 billion Euros in value. In 2010, 30% of all exported wines were priced under 3 Euros (for 450 million Euros in value), but now this segment has all but dried up, dwindling to a minuscule 3%. The 3 to 5 Euros range is the one that has grown the most, from 2010’s 752 million Euros to the billion Euros of 2014, reaching 60% of the total.
The tier of wines priced 5 to 7 Euros has done even better, since it has doubled its market share (17% to 33%), and with turnovers growing, remarkably, even more than that, from 255 to 610 million Euros. Even top tiers, especially over 9 Euros, are doing fine. They have reached a 4% share in 2014, mainly due to a slower repositioning of Italian wines on the most lucrative markets.
IGP wines are comparable but, unlike DOP wines, 2014’s growth has not stopped them; it has instead made them reach a record 1.3 billion Euros in value, from 2010’s 979 million.
The “basic” tier, below 2 Euros, on the other hand, has managed to hold on to its value (200 million) while it has lost quite a bit of the share, going down 9 points to 17%. The difference benefited wines priced between 2 and 3 Euros during 2010, reaching 442 million, but going back down to 363 in 2014, or from 38% to 28%. Growth, then, is all for the upper tier, between 3 and 4 Euros – 200 million in 2 years, for a share of the total up 12 points to 32%. The very top tiers have also gone up, but at a more moderate pace. The 4-5 Euros range is currently at 13%, going up 40 million, but the top one, over 5 Euros, has gained 30, for an overall unmodified share of around 11%.
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