Italy’s ‘Heroic Wines’ in the Spotlight

A research by the online Italian wine shop Tannico on a panel of over 100,000 people reveals the trends of 'brave wines': natural, in amphora and from 'heroic viticulture' see a market in strong growth

Tannico, the world’s largest online shop for Italian wines, is preparing for Vinitaly 2019 with a research dedicated to the market for natural, amphora, biodynamic and ‘heroic viticulture’ wines, analysing the data collected in the period 2015-2018 from its over 100,000 consumers. A privileged observatory thanks to a network of 2,500 wineries, Tannico was able to conduct research and analyze the latest trends through Tannico Intelligence, the market analysis service that the leading online wine shop in Italy provides free of charge to its suppliers and consortia. Among the brave wines analyzed by the research are: biodynamic, natural, vegan, macerated wines, and wines cultivated according to heroic viticulture. These are the result of a real visionary work in remote places or where climate, slope and altitude make it even more difficult to achieve the final goal.


Tannico’s report shows that, between 2015 and 2018, the market share for these kinds of wine has almost doubled from 8% to 15% of total sales. This shows a growing and increasingly conscious attention of consumers to methods and products increasingly sought after. Within the group of brave wines, the vegan ones stand out (65%), followed by natural and ‘heroic’ (both equal to 14.3% each) and finally macerated that still represent a niche chosen by less than 2.5% of consumers analyzed. As for the geographical origin, 66% of the biodynamic ones and 60% of the wines derived from heroic viticulture come from Italy. On the vegan front, Tannico customers choose foreign labels: 67% of the vegan wines purchased come from abroad.


Women are more willing to experiment than men. In fact their purchasing choices exceed those of men in terms of natural and heroic (+12% compared to men), biodynamic (+7.1%) and vegan wine (+7.5%). Millennials, on the other hand, by definition attentive to the latest trends and conscious consumption, do not follow the vegan trend (-20% of purchases compared to other consumers). Instead, they reveal a predilection for macerated (+35%) and natural wines (+17%). As far as income is concerned, both customers with low incomes (less than 12,000 euros) and very high incomes (more than 42,000 euros) increased their consumption of ‘brave’ wine, by +3.2% and +6.35% respectively compared to 2015.

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