Piedmont in figures including growth, stocks, cap to docg, a clear look behind the scenes
Posted on: 07-04-2021 om 07:23:57
| Karina Imschoot
Nicely done, or at least better than expected. For example, Piedmont wines have behaved in 2020, despite the uncertainties and difficulties caused by the pandemic. And although the Covid distress does not yet seem to be abating, the first months of 2021 also seem to confirm a trend of considerable stability, albeit with many differences between denominations, positions and reference markets.
The first figure concerns exports, which are much healthier than the domestic market. According to Nomisma Wine Monitor's analysis of the 12 months of last year, the value of Piedmontese wine exported increased by 2.6%, for a total of 1.085 billion euros. This performance puts Piedmont in second place in the ranking of the Italian regions most suitable for export, with a share of 17%: only Veneto is better, with a value of 2.2 billion euros and a share of 36%, while Tuscany is in third place with 972 million euros and 15%.
Even better fared our red wines with a DOP LABEL, which ended the year of the pandemic with almost 300 million euros, up 5.8% in value compared to 2019 and 6.6% in volume. The average price remained stable (-0.8%), at 9.68 euros per liter. In terms of markets, there was a slight decrease in the main customer, the US (-1.6%), while demand from Germany (+18.7%) and Great Britain (+7.3%), the second and third markets respectively for our bottles, grew strongly. Focusing again on red DOP wines, Norway, Germany, Denmark, the United Kingdom, Switzerland and Sweden were the countries where exports fared best, while the United States, Canada and Japan saw significant declines. One more piece of information, regarding stocks at the regional level. Although they are higher than last year (February 2021/February 2020), they show less fluctuation than the national average: +2.2% versus +3.6% in Italy; if we limit ourselves to DOP products, the average stock in Piedmont is 1.6%, versus 2% at the national level. A look at the stocks of the individual appellations reveals significant differences: Barolo +3.3%, Barbaresco +5.6%, Langhe +10.2%, Barbera d'Alba +3.6%, while Barbera d'Asti is down 5.1% and Gavi -8.4%.
Numbers that the head of Nomisma Wine Monitor, Denis Pantini, illustrated to producers last week, during the webinar "Evolutionary scenarios and market outlook for Piedmont red wines", which the Consortium for the Promotion of Piedmont Wines organized together with the Consortium Barbera d'Asti and Wines of Monferrato to support wineries in a path of recovery, both in domestic and international markets. "Covid", emphasized Pantini, "leaves a legacy of a new way of approaching the market by the companies: on the one hand, a "multichannel approach" emerges, necessary to seize the various opportunities arising from a consumer who has inevitably become unfaithful to the recent past. On the other hand, it is necessary to diversify the sales markets in order to reduce risks, now that the economic impact of the pandemic will be reflected in the purchasing power of consumers and, in particular, in wine consumption."
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