Wine in Italy

PROSPECTS

Low alcohol-wine takes centre stage

In the Italian market, a change in tastes occurred following a change in consumption habits. Italian consumers used to prefer strong red wines, when it was more common to consume wine with the main meal.

Innovation provides fuel for growth

Italian consumers showed an interest in new types of wines. Organic and vegan wines benefited from the healthy crosscutting trends noticeable in several market areas in food and beverages, including wine, as they are perceived as healthier options than the classic options.

Sparkling wine still performing well

The strong trend towards sparkling wine could still be seen in 2018. The main reason for the strength and persistence of this trend are the changes in consumption habits being seen in Italian society.

COMPETITIVE LANDSCAPE

Innovation with cannabis

Verdicchio wine and canapa are the main ingredients for the new launch Canavì by domestic player Canapaverde. This beverage cannot officially be categorised as “wine”, because of the cannabis content, but it shows the effects of at least two trends that are growing in importance.

Iris Vigneti launches the first non-alcoholic sparkling wine

Bella Zero Alcohol was launched in 2018 by domestic player Iris Vigneti, which had been working on this innovation in recent years in order to cater to the increasing demand for non-alcoholic wine in the Italian market. It has a pending patent for its production process and obtained World Biodiversity Association certification for it.

Caviro unveils a new Spumante Bolé

Leading player Caviro presented, in a joint venture with Cevico, a new Spumante Bolé, a sparkling Trebbiano wine. This joint venture has created a new DOC (denominazione di origine controllata): Romagna Spumante Novebolle.

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