Italian wine: an innovative future based on tradition

Fiera Milano, Rho


Italian wine: an innovative future based on tradition

Exports have withstood the emergency better than in other producer countries, while consumption is increasingly characterised by an expert approach that favours quality over quantity. 

But how is the beverage sector really doing? The wholesale channel has certainly suffered from the closure of the out-of-home sector, but in modern distribution IRI’s figures show that 2020 was closed with a +5% in value and a +4.4% in volume. Export data are also comforting: last year, the contraction in Italian wine exports was limited to -4.6%, according to Nomisma, against a global -10.5% average and even -18% in France, after 10 years of almost uninterrupted records.


And what about consumption trends? When it comes to wine, different consumer segments are becoming increasingly savvy: we drink less now, but better. Those who have been capable of responding to this change in consumer trends by investing in quality, starting from the vineyard and innovative processes, have managed to maintain their turnovers even in such difficult times.


It is the case of Novaripa, a company from Abruzzo which distributes its wines in 40 countries: "We carefully convey a message linked to our history or to some uniqueness such as our Viognier, of which we are the only producers in Abruzzo. We have implemented important projects for the reuse of raw materials and we use light glass, recyclable caps and offer gift wrapping without using paper or cardboard” - commented Erica Ciccone, Sales and Marketing Director.


The ability to reinvent itself has also been key for Casal Thaulero, as Simona D'Alicarnasso, Marketing and Communication, explained: “2020 was an unexpected year and we had to 'reinvent' ourselves through technology and the Internet. We strengthened our e-commerce channel and, thanks to our quality standards and long-standing relationships with some customers, we have been able to mitigate the sales criticalities caused by Covid and kept offering wines rooted in the traditions of our region, such as Montepulciano, Trebbiano, Cerasuolo, Cococciola, Pecorino and Passerina.”