WINE: EXPORT (+9%). BOOM IN CHINA (+120%) AND SUCCESS IN THE U.S. (+20%)

A record growth of 9% in value for “Made in Italy” wine exports around the world, with a remarkable success in the United States (+18%) and new and emerging countries like Russia (+20%) and China (+132%), while the traditional export markets within EU countries remained stagnant (-2%): these are the results of an analysis by Coldiretti based on Istat data relative to foreign commerce in the first quarter of the year. The Coldiretti study has revealed that while half of the total value of exports for Italian wine depends on the European Union, where demand is basically at a standstill, over a quarter now comes from the United States, and an increase has been registered for new and emerging markets in Russia, China, and India.
The results for 2006 demonstrate the presence of new and remarkable opportunities for the continued growth of “Made in Italy” wine, which in 2005 reached record earnings of 9 billion euros along with positive prospects for the current year thanks to large and quality production reaching a total of 48.1 million hectoliters, one third of which is certified Doc or Docg. A determined orientation towards quality has turned wine into one of the most authoritative ambassadors for Italy. A study by the Istituto Piepoli, commissioned by Istituto Leonardo and ICE, revealed that for one out of every two foreign visitors (45%) it is the wine and food that is the main reason for choosing Italy, far ahead of sites and locations (20%), clothing and fashion (19%), and soccer (15%). Wine is a patrimony of good image for national enterprises and must be defended against imitations and unfair competition due to non transparent information in regards to techniques used for ageing processes, like that of using wood chips as substitutes for barrel ageing, and which potentially deceives consumers as well as harming the producers who continue the lengthier and costlier traditional process of barrel ageing.
Coldiretti concludes that the EU must choose, without a doubt, the path of defending quality wine products and transparency on labels. And considering Italy makes up 25% of total wine exports from the EU, it should be defended as well, by aiding the country in the challenges of today’s global competition as well as with the promotion of not only wine but the entire territory and culture that surrounds it.