Premium Uk retailers such as Waitrose have increased the shelf space for wines over the last few years. Wines are displayed by their origin, with maps of key producers – Italy and France above all – showing where the product was made. In white wines, some of the most popular varieties are Pinot Grigio, Chardonnay and Sauvignon; in red wines, Chianti and Merlot.
Italian wine exporters to the Uk have to face competition from rival origins such as Australia, California and Chile. Due to its trade ties with the UK, Australia is an important wine supplier. The country is now the fourth-largest global wine exporter.
At the same time, the Australian industry is relatively younger when compared to old-continent wine origins such as France, Italy or Portugal. The sheer distance between origin and destination – at over a month by vessel – also makes European origins more apt to respond to peaks in demand.
California and Chile are other relevant wine exporters to the British market. Chile has a longer wine-making tradition than California, and the Uk is a favoured destination in Europe. California has become a large wine producer in a short number of years. Its offer includes in particular rosé and white wines. Recent analysis among Uk wine consumers has shown that demand is evolving. Consumers are becoming more selective in their wine choice, seeking higher-quality products. Organic and similar certifications are increasingly a factor of choice.
In this context, Italy is among the EU producers that are bound to benefit from shifting consumer trends. The country has been a pioneer in wine certification – the Controlled Denomination of Origin (DOC) labelling system has been in place since 1963, and is today among the main drivers of demand for Italian wine abroad.
Italy has also the highest number of EU-recognised certifications for its food and drink products in the bloc. With the market getting more demanding, the European origin is in a position to make the most of it.
