Dievole's blog

Italian Wine: recent research in market trends and consumption

What do Italians drink? What are the market trends? New data released by Tannico, an online wine shop in Italy, reveals interesting facts about Italian wine consumption, including information about the choices women and Milennials make, and even if zodiac signs influence wine choice! This data was collected from 50,000 consumers through the platform’s “Tannico Intelligence” system, representing a sampling of the platform’s massive traffic and sales.

Economics and Italian wine consumption

The biggest spenders in the Italian wine market are, for the most part, located in the North of the country. Lombardy (in the North) and Abruzzo (in the South) are the two regions with the highest average bottle price for sales on the platform, at €11 per bottle, while Sicilians spend 8 euro and inhabitants of Molise spend 6.5 euro. The cities that spend the most are Gallarate, near Milano at 17 euro per bottle, followed by Florence (€13.5) and Milan (€10).

So what are they buying? The two regions leading the way in terms of Italian wine sales are Tuscany and Piedmont, who are often in competition in fact for the production of high quality reds that age well. In the competition between Barolo and Brunello di Montalcino, the Tuscan red is the wine Italians love most, according to this study. The primacy of Tuscany in this study is in part based on the fact that Tannico focuses on selling premium wines, and Tuscany counts numerous rightly-renowned denominations including Chianti Classico, Brunello di Montalcino and Bolgheri (all areas in which the Bulgheroni Family of Wines, to which Dievole belongs, operate).

Amongst some of the more quirky bits of data on buying habits that this study was able to show due to it being based on an e-commerce, Tannico found that buyers on smartphones spend more than those on desktop. And of these, users of Apple’s iPhones – considered more “attuned to design” tend towards high end wines like Brunello di Montalcino and French Champagne as well as those that are in general more elegant and design-oriented, while Android users prefer low end products.

Age and gender

Tannico divided up the demographics of their data to focus on two interesting market shares: women, and millennials. Purchases by women seem to confirm some preconceptions about their drinking habits, tending towards sparkling wines, which make up 47% of their purchases. However, aromatic whites like Gewürztraminer and an increasing number of red wines, albeit light ones (for example from the Alto Adige region), also make their way into ladies’ shopping baskets.

Young people aged 18-35 (of both genders) offer perhaps greater surprises. Although this generation in Italy is statistically a low earner (dubbed “generation 1000 euro” for their average gross salary), the wines they choose online are expensive status symbols. They chose champagne over prosecco, and wines to age (Bolgheri, Barolo, Amarone and Brunello make up 23% of their purchases) rather than to drink right away. Marco Magnacavallo, CEO of Tannico, comments that these are choices made to look cool and to be noticed.

A note of humour comes out in the statisticians’ efforts to connect star signs to wine preferences. Good news for Tuscany: the air signs of Gemini, Libra and Aquarius like Tuscan wines, while water sign Scorpio has a hankering for Sassicaia in particular. Can we chalk up to the need for balance the fact that fire signs Aries, Leo and Sagittarius seem to gravitate towards bubbly?