QUALITY WINE IN LARGE RETAIL STORES: THE CASE OF BRUNELLO DI MONTALCINO, ONE OF THE MOST IMPORTANT MADE IN ITALY WINE FLAGSHIPS HAS GROWN 14.8% OVER 2010, REVEALS THE SYMPHONY-IRI STUDY AT VINITALY (VERONA MARCH 25-28TH)

The value of wine sold on large retail chain store shelves has grown (1.4 billion euros, +0.6% over 2010) and more and more quality wines are being sold, like Brunello di Montalcino DOCG, one of the most famous Italian wines, (+ 14.8% in 2011 compared to 2010). This is what the SynphonyIri study, which will be shown at Vinitaly (March 25-28th Verona, www.vinitaly.com) on “wine and large distribution”, revealed. “Sales of Brunello confirm”, explains Gianluca di Venanzo of Federdistribuzione (Italian federation of large retail chain stores), “that consumers know they can buy quality wine in large retail chain stores”.
On the whole, in a channel that sells more than 60% of all the wine in Italy (571 million liters of packaged wines alone) the 5 euros and above priced wines are growing the most: 11.1% in 2011 compared to 2010. And the size most commonly linked to quality wine - the 0.75 liter bottle – is growing (+1.1% in volume), while Tetrapaks, even with its many special offers and the 1.5 liter bottles, are at a standstill. The most sold wines are Lambrusco, Sangiovese and Montepulciano d’Abruzzo. Among the “emerging” wines, the biggest growers are: in first place, Pignoletto from Emilia Romagna (+29.6%), followed by the “new entry” Pecorino from Marche and Abruzzo (26.5%).