Wine in Italy

June 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Wine industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Wine industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Wine in Italy report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Wine in Italy?
  • Where is consumer demand for Wine focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Italy?
  • How are products distributed in Italy?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Wine in Italy - Category analysis

KEY DATA FINDINGS

Highly polarised performance for wine in 2022
Changing consumption patterns impact still light grape wine
Non-alcoholic wine finally showing signs of promise while smaller pack sizes find favour
Inflation crisis likely to impact demand for wine, but increase in tourism should boost sales
Aperitivo trend to continue to shape demand for still light grape wine while those aged over 30 likely to become the key target audience
Innovation likely to boost demand with focus on more natural, local and sustainable products
Table 1 Sales of Wine by Category: Total Volume 2017-2022
Table 2 Sales of Wine by Category: Total Value 2017-2022
Table 3 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 4 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2017-2022
Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 16 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 17 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 18 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2018-2022
Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2018-2022
Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2019-2022
Table 28 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 29 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027

Alcoholic Drinks in Italy - Industry Overview

Alcoholic drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 32 Number of On-trade Establishments by Type 2016-2022
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 33 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
Table 34 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 35 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 36 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 37 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 40 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 41 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 42 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 43 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 44 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 46 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 48 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources
The following categories and subcategories are included:

Wine

    • Port
    • Sherry
    • Vermouth
    • Other Fortified Wine
    • Apple Wine
    • Bokbunjaju
    • Cheongju
    • Chinese Wine
    • Economy Rice Wine
    • Fortified Fruit Wine
    • Fruit and Berry Wine
    • Fruit and Herbal Wine
    • Fruit and Honey based Wine
    • Fruit Wine
    • Lower Mid-Range Rice Wine
    • Non-Grape Dessert Wine
    • Premium Rice Wine
    • Rice Wine
    • Sake
    • Takju
    • Upper Mid-Range Rice Wine
    • Yakju
    • Yellow Wine
    • Other Non-Grape Wine
    • Champagne
    • Other Sparkling Wine
    • Still Red Wine
    • Still Rosé Wine
    • Still White Wine
  • Non Alcoholic Wine

Wine

This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).

See All of Our Definitions
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This report originates from Passport, our Wine research and analysis database.

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