Conegliano Valdobbiadene Prosecco Superiore Docg: volumes and values grow, in Italy and worldwide

The historical heart and highest quality of the Prosecco world, Conegliano Valdobbiadene Prosecco Superiore Docg continues to grow, in Italy and worldwide, creating wealth in an area that covers 8,088 hectares (of which 274 in the banks and 108 in the hills of Cartizze, the peak of the quality of Veneto sparkling wines), divided between 15 districts, where 6,245 people are directly employed in the wine supply chain, with a total value of production that exceeds half a billion euros, according to the data of the “Annual Economic Report 2018”, edited by Cirve, District Study Centre of Conegliano Valdobbiadene and coordinated by the University of Padua.
On the eve of the 50th anniversary of the recognition of the Denomination (DOC since 1969, DOCG since 2009), “Valoritalia’s estimates for the end of 2018 calculate a production of 92.9 million bottles (+1.7% on 2017) and the analysis presented today by Cirve - comments the president of the Consortium, Innocente Nardi - makes us proud and confirms our positive vision of the future. For a Denomination, whose boundaries are the same since its foundation, it is clear that production is reaching a limit of its expansion, so it is now logical to maintain a balanced development.
However, the great result, that we are celebrating today, is the observation that the product continues to be rewarded by the market with an increasingly significant growth in value (+2%, which abroad reaches +6.3%), a sign that the consumer, including international consumers, distinguishes and rewards quality. The path taken years ago is bringing the results we expected. The recognition of our value is the best way to celebrate the fiftieth anniversary of the Denomination”.
These are positive expectations based on a very solid past, in fact, in 2017 Prosecco Docg closed with a total of 91.4 million bottles produced for a total value of 502.6 million euros and an average price per bottle of 5.50 euros ( the original value). Compared to 2016, this represents an increase of +2% the value and of +1% in volume. The most significant aspect is that the value increase has been growing for five years without any interruption, which shows a dynamic market that promises further positive developments.
The economic value recognized by the consumer, the Consortium emphasizes, is the latest outcome of a strategic project that includes actions on several fronts. “First of all, the drafting of the Viticultural Protocol, now in its ninth edition, and the adherence to it of the majority of the Consortium's companies. Nowadays, the production in vineyards, managed according to the rules of the Viticultural Protocol, reaches 85%. The consortium strategy embraces the various aspects of sustainability, from energy saving actions in all phases of production to the enhancement of the territory from the history and to the landscape. Last but not least, the growth in sales of the most prestigious products such as the Rive (+5%) and the organic production (+30%)”.
“The excellent state of health of the Denomination can also be noticed by observing the growth of sparkling wine producers, which reach 185, and the number of employees in the sector is growing: +10% in the vineyard, + 9% in the cellar, +3% full-time oenologists, +7% administrative staff, and as much as + 40% staff dedicated to exports”, says Vasco Boatto, head of the District Study Centre. “Moreover, the growth is in a scenario of generational change that sees a strong involvement of women, which corresponds to 41% of young people entering the sector”.
Speaking about industries at the national level, Conegliano Valdobbiadene Prosecco Superiore has sold more than 50 million bottles for a value of about 280 million euros. The situation is stable in terms of value, while slightly up in volumes. However, the differences can be seen by analyzing the destination areas and the distribution channels. If in the North the market is reaching the total maturity of the product expansion process, there is also a positive dynamic in the center and south where sales increase.
The purchasing centers are being more receptive because the role of the large-scale distribution is outstanding and is becoming an increasingly important channel for value growth, in fact, the decision to offer high-level products is evident. Furthermore, there is a very rapid increase in e-commerce, which although still reduced in absolute terms, leads us to consider an important development of the channel.
In 2017, (Nielsen data), the North West gained first place in terms of volume (+6.6% compared to 2016) and value (+11.8% compared to 2016); follows the North East with growth of 6.7% in value and 2.6% in volume compared to 2016, but those who have decisively accelerated are the Centre and Sardinia, increased by 11.8% in value and 8.9% in volume, and the South, which has recorded a +19.3% in value and +17% in volume, establishing themselves as the industries for further expansion of Conegliano Valdobbiadene Prosecco Superiore. While concerning 2018, the available data reach October, confirming the same growth trend.
On the export front, the data that emerges is that volumes have more than tripled since 2012, and 2017 recorded a growth of +1.6% in volume and 6.3% in value. The main European importing countries continue to expand, such as Germany, which is increasing in value by +8.4% (it is practically stable in volume with over 7 million bottles), and it is still the leading market for European exports of Conegliano Valdobbiadene Prosecco Superiore Docg; followed by Austria (+14.5% in value and +5% in volume), and the United Kingdom (+38.5% in value and 35% in volume). The U.S. is still an interesting market concerning growth rates (+16.4% in value and +17.8% in volume), although other more recent destinations have recorded a slight decline. However, the very important exception are China and Hong Kong (+14,3% in value and +6% in volume) and African countries, plus other Asian countries (Taiwan, South Korea, Kazakhstan, Sri Lanka, Azerbaijan, Georgia, Armenia, Turkmenistan, Kyrgyzstan, Uzbekistan, Nepal) which grow by a total of 14% in value and 9% in volume.