1. Calo del Consumo di Vino in Europa
Il consumo di vino nell'Unione Europea continua a diminuire, una tendenza in atto da alcuni anni. Questo declino è attribuito a una maggiore consapevolezza della salute, alle preferenze di consumo di alcolici tra i giovani e alla concorrenza di altre bevande. In particolare, i vini rossi sono stati colpiti duramente da questa tendenza.
2. Previsione di Ulteriore Calo nel Consumo
Secondo l'Outlook della Commissione Europea, si prevede che il consumo di vino diminuirà di circa l'1% all'anno fino al 2035, portando a una media di circa 20 litri di vino pro capite, con una diminuzione di 2,4 litri rispetto al periodo 2018-2022. Tuttavia, questa previsione ipotizza che il calo nella domanda di alcuni tipi di vino sarà compensato dalla crescita della domanda di vini bianchi, rosati, spumanti e senza alcol, insieme all'adattamento del settore ai nuovi modelli di domanda.
3. Impatto sulla Produzione di Vino dell'UE
La riduzione del consumo di vino in Europa sta influenzando la produzione di vino dell'UE. Si prevede che la produzione diminuirà dello 0,6% all'anno, raggiungendo 145 milioni di ettolitri entro il 2035. Questo ha portato a una crescente dipendenza dalle esportazioni.
4. Esportazioni di Vino Italiano in Declino
Le esportazioni di vino italiano hanno registrato un calo del -1,9% nei primi nove mesi del 2023 rispetto al 2022. Questo calo è stato influenzato da diversi fattori, inclusa la crescente concorrenza nei mercati internazionali, soprattutto nel settore dei vini a basso e medio prezzo. Alcuni mercati tradizionali di esportazione dell'UE hanno raggiunto livelli di saturazione.
5. Crescita Digitale del Settore
Parallelamente alle sfide del consumo e delle esportazioni, il settore vinicolo italiano sta investendo sempre di più nella digitalizzazione. Le cantine stanno migliorando la loro presenza online e stanno utilizzando i social media, in particolare Instagram e LinkedIn, per raggiungere i consumatori. Inoltre, la crescita dei canali di e-commerce sta diventando sempre più rilevante per le vendite dirette ai consumatori.
6. Lingue per l'Export: Inglese e Tedesco al Primo Posto
Per quanto riguarda l'export, l'inglese e il tedesco sono le lingue predominanti utilizzate nelle comunicazioni aziendali. Questo dimostra l'importanza di questi mercati per l'industria vinicola italiana.
In sintesi, il settore del vino in Italia sta affrontando sfide significative legate al calo del consumo e alle esportazioni in diminuzione, ma sta anche sfruttando opportunità digitali per raggiungere nuovi consumatori e mercati. La capacità di adattamento e l'innovazione saranno cruciali per il futuro di questo settore.
The Wine Net: Cooperating for the Present and Future
The Wine Net, a cooperative alliance of Italian wineries, recently held a press conference moderated by Fabio Piccoli on December 1st, where they shared their values and goals in a period marked by discontinuity and complexity. This alliance represents cooperatives from Italian regions renowned for their exceptional wine production, such as Pertinace and Cantina Colli del Soligo in the north, Cantina del Morellino di Scansano and Cantina Frentana in central Italy, and La Guardiense and CVA Canicattì in the south.
Giovanni Greco, President of The Wine Net and CVA Canicattì, emphasized that the network now spans six wine regions, with over 5,200 hectares of vineyards and 22 million bottles sold. Their mission is to highlight the best of Italian terroirs and the people who work them, fostering not only initiatives and investments but also a sense of community and shared values.
Luca Castagnetti, who has been involved with The Wine Net for about seven years, highlighted its distinctive approach as a genuinely shared growth strategy, not a temporary aggregation formed only for exhibitions. Trust has been the cornerstone of their success, cultivated from the very beginning, leading them in 2021 to acquire legal status, enabling joint management of both promotion and product commercialization.
As we reflect on a year marked by climate change, Sergio Bucci, Director of Cantina del Morellino di Scansano, noted that adapting to discontinuity has become the norm. Coops like his, with 700 hectares of vineyards, have seen families actively cooperate during crises, minimizing quantity losses and maintaining product quality. They employ techniques like ground cover crops to preserve soil freshness and increase foliage coverage for protection against excessive heat.
Representing Abruzzo, one of Italy's regions heavily impacted by adverse climate conditions, Felice Di Biase, Director of Cantina Frentana, stressed the importance of mutual support in a rapidly changing market. When faced with a 70% drop in production, even with technological advancements, the need for cooperation becomes evident. In such times, nobody can stand alone, and resilience is key.
Domizio Pigna, President of La Guardiense, mentioned a 50% reduction in quantities produced, but through the network's collective efforts, both domestically and abroad, they have maintained a strong position in the market. Their international performance is particularly notable, with growth in the number of importers and access to new markets. In Italy, their local commercial network has helped counteract consumption contractions.
From the Barbaresco region, Cesare Barbero, Director of Pertinace, described the past two years marked by drought and significant hailstorms in 2023, resulting in a 30% yield reduction. The economic impact is felt by all members, prompting direct interventions like hiring an agronomist and implementing weather stations and frequent vineyard monitoring. They also pursue environmentally-friendly cultivation and certifications to protect the territory.
The past year witnessed significant increases in raw material costs. Cantina del Morellino di Scansano faced notable cost hikes, particularly in glass prices. Rather than passing on the cost increases to consumers, they chose to absorb them to maintain competitive prices. Similar challenges were seen at Cantina Frentana, especially in electricity costs, and they emphasize the importance of cost control in the current market dynamics.
The alcohol industry is facing increasing scrutiny, with the World Health Organization advocating for reduced differentiation between abuse and moderate consumption. Andrea Curtolo, Director of Cantina Colli del Soligo, emphasized the need for the industry to voice its support for moderate drinking. Recent debates have highlighted that the concept of "no safe level" proposed by the WHO is being questioned in scientific circles.
Looking at The Wine Net's development over the years, it has been a platform for open and honest discussions, facilitating interactions even beyond their regional scope. This collaborative approach has helped them navigate challenges successfully. Looking ahead, the network aims to identify new markets, both within and beyond wine-savvy countries, satisfying curiosity and fostering knowledge about Italian wines.
In conclusion, The Wine Net has become an appealing cooperative alliance in the wine industry, considering potential new members to further enrich its representation of Italian terroirs.
Focus: 2023 Analysis of the Digital Evolution in the Wine Sector
Social Media Channels
The Wine industry has seen significant growth in its social media presence in 2023. LinkedIn is now used by 20 out of 25 wineries (up from 13 in 2022), with a combined follower increase of over 260% compared to 2022. Instagram has continued to grow, with a 28% follower increase compared to 2022 (up from 20% in 2022 compared to 2021). Facebook, however, experienced an 8% decrease in followers. YouTube is used by 19 wineries, while X is used by 10. Wikipedia is a useful platform for 9 wineries, while TikTok is utilized by only 5.
Wine companies have shifted their social media strategies from solely product-focused content to a more holistic approach, encompassing the broader aspects of wine culture, including territory, employees, and sustainability. Content updates are increasingly structured and planned through editorial calendars.
E-commerce
After a surge in the number of wineries with their own e-commerce platforms in 2022, there was a pause in growth in 2023, with 13 out of 25 wineries maintaining their online shops. While user experiences have not significantly evolved, there's a clear trend among major players in the industry to guide consumers through all phases of brand-person relationships. In 2014, only 2 out of 25 wineries had their own e-commerce platforms.
In-Person Experiences
With pandemic-related restrictions easing, wineries are now focusing more on in-person experiences, reaching wider and more diverse audiences. In this context, 60% of the analyzed wineries (15 out of 25) offer various types of in-person experiences, with 56% returning to prioritize on-site experiences. These include educational initiatives for students, sensory workshops, health-focused charity events, and even music tours. This shift also changes the tone of communication on social media, moving beyond product sales to encompass information and education about the region, values, and wine-related professions.
Content: Tastings, Indigenous Grape Varieties, and ESG
In 2023, 14 out of 25 wineries favor in-person activities, with 68% mentioning indigenous grape varieties on their websites, up from 14 in 2022. The level of detail in this regard varies, from mere mentions to dedicated sections and extensive descriptions. Wineries continue their efforts in environmental sustainability (Environmental), with 24 out of 25 wineries mentioning projects related to vine protection, fertilizer control, recycling, renewable energy, and collaboration with local and international entities.
There's also an increased focus on social impact (Social), with 19 out of 25 wineries mentioning their involvement in cultural support, educational initiatives, charity, and social inclusion. Governance practices (Governance) are highlighted by 18 wineries, emphasizing organizational models focused on innovation, territorial spirit, ethics, and employee treatment.
Languages and Chat
Apart from Italian, English, German, and Chinese are the most common languages on winery websites. In 2023
