A decline in red wine consumption continued during 2023 in international markets. The trend is evident first of all in the world's main wine consumption market, namely the United States. "In the U.S.," explains the head of the Wine Observatory of the Italian Wine Union, Carlo Flamini, "sales of red wines in 2023 fell by 9 percent. This decline affects all the main varieties: from Cabernet Sauvignon (-7%) to Merlot (-12%), and even -16% for Syrah. Of particular concern for the future is that wine is the least popular drink among young consumers, with a 13 percent share compared to 30 percent for spirits and beer". Red wines are not doing well in Europe either, where the most worrying signs come from Scandinavia, where in the recent past there has been something of a stronghold for red wines (and Amarone in particular). In this negative picture, Italy is no exception, where Chianti, Brunello, Barolo, Amarone but also Montepulciano, Primitivo, Aglianico and Nero d'Avola have lost almost 800 thousand hectoliters on the shelves of large-scale distribution in five years, closing 2023 at 3.2 million hectoliters, to the advantage of whites and especially sparkling wines used for often homemade cocktails. In the U.S., in the most profitable segment of Made in Italy sales (restaurants, night clubs, hotels), the only price range that has managed to snatch increases in sales is that over $25 a bottle (+2%), against declines of 5% and 3% respectively for wines under $10 and with prices between $11 and $24.
|