Christmas holidays and sparkling wine: what is the forecast in Italy?


Christmas has always been associated with joy and conviviality. What better time to enjoy a glass of wine than during the holidays? And then sparkling wine, to toast the new year and say goodbye to the old. Understanding the forecast for consumption during these holidays is crucial, especially to put a dent in the data on wine and sparkling wine consumption this coming year.

It is no coincidence that Ovse-CevesUni, the first economic observatory of Italian wine, has already published forecasts for sparkling wine consumption in Italy this holiday season.

According to the report, 75-78 million bottles (up from 78.4 million in 2019) are expected to be opened during the 30-day festive period: bottles priced between 6 and 9 euros in the first range and between 15 and 20 euros in the consumer price (around 35 to 45 euros, the value most requested by restaurants) are preferred. In the cellar, festive consumption is worth about 280-290 million euros, which is equivalent to about 700 million euros in consumption and service. This year, Italians will also return to celebrating away from home. On New Year’s Eve alone, it is expected that between 36 and 39 million bottles of sparkling wine will be opened, with a consumption turnover of 400 million euros.

In 2020 and 2021, large retailers, organized distribution and e-commerce sold fewer bottles of wine and sparkling wine. In contrast, starting in the summer, volumes and consumption in Horeca and commercial catering recover from 4 to 9 percent. Domestic bubbles are expected to peak in 2022, with good but moderate volume growth and strong growth in consumer values.

Purchases in GDA are down (-3.5%) compared to 2021 and 2020, to be attributed to the assumption of fewer home lunches and dinners.

In addition, the forecast also implies that indigenous bubbles from non-traditional sparkling wine regions, particularly in Southern Italy, will be highly sought after, including very innovative ones made from Negroamaro or Primitivo grapes. The number of new bubbly labels in Tuscany, Piedmont, and Sicily is also steadily increasing.

We would like to take this opportunity to wish everyone happy holidays, and remind you that we will be closed from December 24th to January 8th.

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