Things are looking up for the Italian sparkling wine sector which has been fairly stagnant for several years. While the ongoing recession is keeping things quiet on the domestic market, the rest of the world seems to be crying out for bubbles. The resulting international sales trends mean the export business is booming.
According to IRI data, supplied by companies operating in the sector, 2013 closed out on the up for sparkling wines overall. Growth was at +4.6% in terms of value and +3.4% in terms of volumes sold (year-end December 2013). Dry sparkling wines continue to sell better than sweet, particularly Prosecco, sales of which now represent 33% of total market share. Early 2014 saw positive trends continue, with turnover for Prosecco up 13.1% and quantities sold up 15.1% at financial year-end April 2014 (IRI data).
These outstanding results are largely down to exponential growth in Italian exports. A look at the numbers for Asti Spumante Docg, for example, is indicative of the good state of health of the sector as a whole. Key success stories in Asia and Eastern Europe include: Taiwan (+170%); Hong Kong (+611%); and Singapore, Russia and the Ex-Soviet Union Countries all up 40%. Figures for South American countries are also positive: Mexico (+9%); Chile (+142%); and Brazil (+43%). Meanwhile the German market experienced a downturn (-16%), as did many other Northern European countries. Yet to reach its full potential is the Chinese market, which was up 288% last year alone, but with sales volumes of less than half a million bottles.
