376 MILLION BOTTLES OF ITALIAN SPARKLING WINE (CHARMAT AND CLASSIC METHOD) SOLD IN ITALY AND THE WORLD IN 2010. OVCSE: “THERE IS POSITIVE SENTIMENT FOR 2011... SPARKLING WINE IS THE FUTURE”

The final figures for 2010 showed 376 million bottles sold in Italy and around the world of the 380 million bottles of classic and “Italian” (Charmat) methods produced, revealed the annual survey conducted by Ovse (Observatory of Effervescent Sparkling Wines).

24 million bottles of the classical method were sold during the year, of which 10.200.000 Franciacorta and 8.100.000 Trentodoc. 22 million 750 thousand bottles were sold on the domestic market and only 1 million 180 thousand bottles on foreign markets. Lombardy is confirmed as the leading Italian region of the classical method with 15 million 300 thousand bottles (64% of the total), out of a total 18 million.
352 million bottles of the so-called “ Italian” (Charmat) method were sold: 127 million on the domestic market and 225 million on the 78 foreign markets. The main markets were the same: Germany, U.S.A., U.K., Russia and Switzerland.

The market for Italian sparkling wines has a value of 2.9 billion euros, of which the classical method, 225 million euros.
In 2011, the sparkling wine drinker will request more information, more details and want more gratification and will therefore grow in culture and knowledge. The domestic market in many Italian regions shows that sales of sparkling wine are still marginal. The consumer is not aware of the great national wealth of production or of the opportunities that are offered, which are often linked to the traditional cuisine. The same situation is found also abroad: Italy exports in 78 countries, 117 in Spain and France in 180. There is still a strong margin of growth on all markets, across all channels and among the different consumers in search of sensations and emotions at the table.

Sparkling wine is the wine of the future. After the first impact on the market, the price for some Italian sparkling wines will no longer be a determining factor for sales. We need clarity on the value / identity rapport. There has been enough talk about quality / price, which always brings down the price. In 2011, producers must focus on qualitative growth, but most importantly the top name wine producers will need to put in place a system of control and production management to guarantee secure numbers, an assessment of value and respect for different identities.

In the first quarter of 2011 the growth trend of Italian sparkling wines is “once again” confirmed. Also, “sparkling” wines have taken a major step forward: highlighted in 2010, they now seem to be the key for entering certain new markets, where consumers are wine novices. It is easier to break down entrance barriers with simple wines, red and white, sparkling, ideal for every palate, suitable to any food combination - sushi, roast meats or vegetables with sauces - and affordable, even for those who until recently could not afford a bottle of wine.

Italian production is on a high and low swing: there is strong growth in prices of base wines for sparkling Prosecco DOC wines and especially Cartizze Superiore of Valdobbiadene DOCG, which hit a record of around 7 euros per gallon in bulk, while the production capitals of the classic method, from Franciacorta to Trento and from Altalanga to Oltrepò Pavese, decreased. There was an 18% growth in shipments, in the first quarter of 2010, recorded by www.ovse.org, especially for Asti and Prosecco. The main destinations are Russia (champagne and sparkling increased 25%), Germany (+12%) and Brazil (+9%). Origin prices have not increased; the retail price through traditional channels is increasing slightly and consumer prices on the international large-scale distribution are in decline. There is growth in “Generic” sparkling wines, or those without a clear origin of the grapes that sell fancy named brands made from a blend of Muscat or Prosecco-Glera grapes. Sparkling wines made from Malvasia grapes and Italian Riesling are both doing well on European markets.

In Italy, sales of sparkling wines are increasing on domestic markets, in supermarkets and Cooperatives. Champagne has also registered a recovery but only of the well-known brands and vintage products. There is a decline in new brands and small producers showed a decline, as well. DOP sparkling wines have made an enormous jump (+7%); while in Italy in the first quarter of 2011, sparkling wines without a clear source of origin, fell. We are hearing the first positive notes in restaurants and wine shops after the decline in 2009 and 2010: there is a slow but promising recovery for sparkling wines, at affordable prices.
“Vintage” wines and top Italian brand names are also performing well: Ferrari and Berlucchi lead the category of the classic method with the most famous brands and Mionetto, Bortolomiol, Ruggeri and Val d’Oca, for the world of Conegliano Valdobbiadene Prosecco Superiore DOCG. A case in point is the all-time record for Cartizze Spumante Extra Dry DOCG, at an average of 12.50 to 14.50 euros a bottle on the shelf in supermarkets.



Focus - Purchases in millions of bottles per designation, Italian method (Charmat)



Asti DOCG:

Italy: 11.000.000; Abroad: 64.000.000; Total: 75.000.000
Conegliano Valdobbiadene DOCG/ ex DOC:

Italy: 36.000.000; Abroad: 19.000.000; Total: 55.000.000
Dry Sparkling wines (DO-TGI/Prosecco DOC/aromatic/ grape variety /generic):

Italy: 51.000.000; Abroad: 77.000.000; Total: 128.000.000
Sweet Sparkling wines (VSQ-VS/generic/grape variety/aromatic):

Italy: 29.000.000; Abroad: 65.000.000; Total: 94.000.000


Total Italy: 127.000.000; Total Abroad: 225.000.000; Grand Total: 352.000.000



Focus - Purchases in millions of bottles per designation, Classic Method



Trento DOC:

Italy: 7.600.000; Abroad: 500.000; Total: 8.100.000
Oltrepò Pavese, AltaLanga, Alto Adige, Friuli and others DOC/G:

Italy: 1.350.000; Abroad: 30.000; Total: 1.380.000

VSQ -VS:

Italy: 4.250.000; Abroad: 50.000; Total: 4.300.000

Franciacorta:
Italy: 9.550.000; Abroad: 600.000; Total: 10.150.000



Total Italy: 22.750.000; Total Abroad: 1.180.000; Grand Total: 23.930.000