Global Wine Trade who buys - MBF · is an interesting question, don’t you think? ... world’s most important wine exporting nations, accounting for more than half of all global

anno 90 - year 90Supplemento al n. 23 - Supplement to n.23

Lunedì 17 Luglio 2017Monday, July 17, 2017

. . . s i n c e 1 9 2 8

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Global Wine Trade

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What’s Big and Hot? The evolution ofthe performancesof the main countries:figures and analysis over the last decade

Germany, UK, Switzerland, Netherlands,

Russia, US, Canada, Brazil, China,

Hong Kong, Japan, South Korea

Packagedwines

Sparklingwines

Bulkwines

il corriere vinicolo n. 23July 17, 20172

by Mike Veseth, editor, The Wine Economist

What’sBig and Hotin the Global Wine Markets

win

e co

nsum

ptio

ne a

nd t

rade

2017 forecasts

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World wine trade (billion US$)

21,022,2

30,9

33,832,5 32,8

35,635,3

33,5

28,6 28,8

26,9

23,9

world wine

trade(billion US$)

world wine trade (thousand us$)

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Cagr %

2004/16

Packaged 15.766.372 16.477.479 17.514.863 20.632.507 22.200.493 19.764.965 21.062.988 24.436.260 24.099.633 25.253.030 25.411.852 23.474.274 23.601.228 3,4%

> 2 liters and bulk 2.081.285 2.173.396 2.260.201 2.721.749 3.105.544 2.998.298 3.156.867 3.980.692 4.010.691 4.340.753 3.934.578 3.374.359 3.363.586 4,1%

Sparkling 3.171.369 3.592.313 4.110.040 5.231.417 5.597.268 4.093.852 4.566.718 5.410.665 5.411.287 5.726.105 6.301.320 5.659.682 5.828.334 5,2%

Total 21.019.026 22.243.188 23.885.104 28.585.673 30.903.305 26.857.115 28.786.573 33.827.617 33.521.611 35.319.888 35.647.750 32.508.315 32.793.148 3,8%

Grape must 117.046 120.606 195.644 260.089 261.365 111.406 87.575 100.129 106.539 114.912 113.009 95.711 77.266 -3,4%

“B ig and Hot” is a pe-riodic feature at The Wine Economist. “Big and Hot” analyzes wine markets segments

in terms of both their size (the Big) and rate of growth (the Hot). Size and growth are both impor-tant in wine as in any business and sometimes analysis that sets the two in context is both sur-prising and very useful.In the U.S. wine market, for example, wine selling for between $3 to $5.99 per bottle forms the larg-est price category when measured by total expen-diture according to recent Nielsen Company data. If you look at what’s Big in U.S. market demand, you are looking at wines in this price range or, more generally, wines that sell for $10 or less.But if you look at what’s Hot in U.S. wine demand you get a different picture. The rate of growth in wines selling for more than $10 is much greater than for the lower-price categories. Indeed, wine selling for $15 to $20 is the fastest growing price segment with the growth rate of wine selling for more than $20 close behind. Big and Hot are to-tally different. Is what’s Big in U.S. wine the past and what’s Hot the future? Too soon to tell, but it is an interesting question, don’t you think?

Big and Hot in Global Wine MarketsThis issue of Wine by Numbers presents data on global wine production, consumption and trade from 2004 to 2016, allowing us to think about Big and Hot over a period of years that has seen wine become an even more global (and globally-integrated) industry. What do the numbers tell us about how wine has changed? Here are a few “Big and Hot” trends that caught my eye – you should take a few minutes to look closely at the data that matter most to your part of the wine world.Bulk wine trade has surged dramatically in the 12 years from 2004 to 2016, increasing by a total of more than 60 percent. But bottled wine trade re-mains the Big segment here, accounting for about 74 percent of total wine trade. Sparkling wine is the Hot category, with total growth of more than 83 percent over this period, powered by the con-tinuing spectacular Prosecco boom.France, Italy and Spain (the Big 3) remain the world’s most important wine exporting nations, accounting for more than half of all global bottled wine exports. But their share of the bottled wine market has declined as Hot wine exporterrs like New Zealand and Argentina (and even the United States) have increased market share. If New Zea-land was Hot in 2004-2016, however, Australia was

very Cold. The Aussie share of the global wine bottled export pie fell by 50 percent during this period.The United States is both Big and relatively Hot too when it comes to bottled wine imports. The US is now the largest import market for these wines, eclipsing second place United Kingdom, which has seen its share of bottled wine imports whith-er (see below), with US value growth continuing due especially to “premiumization” pricing forc-es. China, however, is the Hot Hot Hot team in this league, with an average yearly increase in bottled wine imports of more than 45 percent over this period. Hong Kong’s imports have increased dra-matically as well. I wonder if anyone back in 2004 would have pre-dicted these trends? Who would have guessed that New Zealand and Argentina would be the Hot wine export countries or that the United States and China (China?) would be such prominent wine importers. The Prosecco boom has been a very pleasant surprise, which seems to have helped the overall sparkling category expand. Did anyone think that the UK market would cede its place at the front of the pack? Australia’s wine bust (only the most recent of many, according to economist Kym Anderson’s analysis) would have

Mike Veseth is a leading authority on global wine markets. He is editor of The Wine Economist (WineEconomist.com) and author of more than a dozen books including Wine Wars (2011), Extreme Wine (2013), Money Taste and Wine: It’s Complicated (2015) and Around the World in Eighty Wines (forthcoming November 2017). He has received many honors and awards include the Gourmand International award for Best Wine Blog (2015) and Best Wine Writing (2016).

mike veseth

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il corriere vinicolo n. 23July 17, 2017 3

world wine trade by type (billion us$) world wine trade (share % value by type)

15,8 16,5 17,5

20,6 22,2

19,8 21,1

24,4 24,1 25,3 25,4

23,5 23,6

2,1 2,2 2,3 2,7 3,1 3,0 3,2 4,0 4,0 4,3 3,9 3,4 3,4 3,2 3,6 4,1

5,2 5,6 4,1 4,6 5,4 5,4 5,7 6,3 5,7 5,8

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World wine trade by type (billion US$)

Packaged > 2 liters and bulk Sparkling

15,8 16,5 17,5

20,6 22,2

19,8 21,1

24,4 24,1 25,3 25,4

23,5 23,6

2,1 2,2 2,3 2,7 3,1 3,0 3,2 4,0 4,0 4,3 3,9 3,4 3,4 3,2 3,6 4,1

5,2 5,6 4,1 4,6 5,4 5,4 5,7 6,3 5,7 5,8

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World wine trade by type (billion US$)

Packaged > 2 liters and bulk Sparkling 75 74 73 72 72 74 73 72 72 71 71 72 72

10 10 9 10 10 11 11 12 12 12 11 10 10

15 16 17 18 18 15 16 16 16 16 18 17 18

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World wine trade (share % by type)

Sparkling > 2 liters and bulk Packaged

75 74 73 72 72 74 73 72 72 71 71 72 72

10 10 9 10 10 11 11 12 12 12 11 10 10

15 16 17 18 18 15 16 16 16 16 18 17 18

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World wine trade (share % by type)

Sparkling > 2 liters and bulk Packaged

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global wine trade value index (2004 = 100)

90,0

110,0

130,0

150,0

170,0

190,0

210,0

230,0

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Wine trade value global index (2004=100)

Packaged > 2 liters and bulk Sparkling Total

90,0

110,0

130,0

150,0

170,0

190,0

210,0

230,0

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Wine trade value global index (2004=100)


4% 4% 4% 2%

-2%

4% 3% 2% 3% 3% 3% 3% 6%

7%

20%

8%

-13%

7%

18%

-1%

5%

1%

-9%

1%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World GDP and wine trade value growth

World GDP Global wine trade value

4% 4% 4% 2%

-2%

4% 3% 2% 3% 3% 3% 3% 6%

7%

20%

8%

-13%

7%

18%

-1%

5%

1%

-9%

1%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


World GDP Global wine trade value

4% 4% 4% 2%

-2%

4% 3% 2% 3% 3% 3% 3% 6%

7%

20%

8%

-13%

7%

18%

-1%

5%

1%

-9%

1%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


World GDP Global wine trade value world gdp* and wine trade value growth

PublisherANTONIO RALLO, pREsIdENT Of UNIONE ITALIANA VINI

editorCARLO fLAMINI [email protected]

editorial staff ANNA VOLONTERIO [email protected]

designersALEssANdRA BACIGALUpI, ALEssANdRA fARINA

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Associated to Unione Stampa Periodica Italiana

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* GDP: Gross Domestic Product

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il corriere vinicolo n. 23July 17, 20174

packaged wines world trade(billion us$)

Ẃ ̃3,4%

4,1%

5,2%

3,8%


Evolution of wine trade value (Cagr 2004/16)

3,4%

4,1%

5,2%

3,8%

been a bold prediction in 2004, given that coun-try’s success up to that point.

Looking AheadSo what about the future? There is no reason to think that forecasts made in 2017 will look any better in a few years than those made in 2004 do now, so take what follows with a grain of salt. That said, here are four forces that might help shape the next edition of the Big and Hot table.Brexit seems likely to shake up global wine trade in many ways. Recent forecasts suggest that wine prices will rise substantially in the UK and wine imports fall by over 20 percent. That is a big change in the world’s second most important wine import market. If the projections prove cor-

rect, that will leave a lot of wine previously sold in the UK looking for a new home, which could impact where wine is produced and sold and on what term. Australia has a long history of wine booms and busts. The last dozen years have been very chal-lenging as Australia’s export status shifted from Hot to very Cold indeed. Can the Aussies turn things around? There are early signs that they already have with rising ex-ports, especially to China, and with higher-priced bottled wines not cheaper bulk products. China is now Australia’s number one export market, over-taking the UK and US. If Chinese import growth continues and if Australia can achieve similar success elsewhere, Australia’s place on the Hot

list will return.But these are big if’s especially the part about Chi-nese wine market growth. The Chinese wine mar-ket has proved to be very difficult to forecast. A recent surge in imports moved China up to third place in bottled wine imports, but already there are some signs that this might have been a case of over-shooting, not a sustainable rise. China will likely one day be the world’s largest wine import-ing country, but the road to that destination could be a winding one with Hot and Cold twists and turns.Parts of that last sentence might also apply to wine generally. I think the future for the global wine industry is bright, but not without chal-lenges and threats. It is not clear that consump-

tion of beverage alcohol will continue to grow or that wine will be able to successfully defend its share of that pie from beer and spirits competi-tors. It is said that the health benefits of red wine were one factor in the growth of the Chinese mar-ket. Strong reactions again alcohol generally, in China or elsewhere, could have important global impacts.Forecasting is difficult, it is said, especially about the future. In the meantime we have the excellent data that Wine by Numbers provides, which per-mits us to both ask many questions about global wine markets in the recent past and to speculate about future directions. Thanks to Wine by Num-bers for this valuable resource.

Mike Veseth

Main exporters evolution (cagr % 2004/16) share % by country

share % by countryMain iMporters evolution (cagr % 2004/16)

(thousand us$)

2004 2016Cagr %

2004/16

France 4.254.100 5.601.711 2,3%

Italy 2.918.977 4.385.743 3,5%

Spain 1.194.205 1.902.237 4,0%

Chile 736.388 1.560.572 6,5%

Australia 1.821.459 1.353.697 -2,4%

USA 631.536 1.283.034 6,1%

New Zealand 223.338 881.980 12,1%

Germany 505.053 805.998 4,0%

Argentina 212.298 755.762 11,2%

Portugal 593.962 747.490 1,9%

South Africa 431.650 445.412 0,3%

Others 2.243.406 3.877.592 4,7%

(thousand us$)

2004 2016Cagr %

2004/16

USA 2.803.462 4.186.763 3,4%

UK 3.385.544 2.524.394 -2,4%

China 25.215 2.194.981 45,1%

Germany 1.545.832 1.743.134 1,0%

Canada 798.821 1.545.647 5,7%

Hong Kong 69.338 1.490.420 29,1%

Japan 838.702 920.908 0,8%

Netherlands 764.998 903.698 1,4%

Switzerland 543.006 789.216 3,2%

Belgium 709.645 624.753 -1,1%

Russia 320.533 512.341 4,0%

Denmark 420.675 436.405 0,3%

Others 3.540.601 5.728.568 4,1%

2,3% 3,5% 4,0%

6,5%

-2,4%

6,1%

12,1%

4,0%

11,2%

1,9%

0,3%

France

Italy

Spain

Chile

Australia

USA

New Zealand

Germany

Argentin

a

Portugal

South A

frica

Main exporters evolution (Cagr % 2004/16)

3,4%

-2,4%

45,1%

1,0% 5,7%

29,1%

0,8% 1,4% 3,2%

-1,1%

4,0% 0,3%

USA UK

China

Germany

Canada

Hong Kong

Japan

Netherla

nds

Switzerla

nd

Belgium

Russia

Denmark


2004 2016

22

34

12

5

8

19

27

1

25

3456

7

8

19

24

Others

Germany

New Zealand

UsA

Australia

Chile

spain

Italy

france

packaged wines

packaged wines

2004 2016

Others

Netherlands

Japan

Hong Kong

Canada

Germany

China

UK

UsA

3535

55

50

0

10

21

18

34

446

7

7

9

11

18

15,8 16,5

17,5

20,6

22,2

19,8

21,1

24,4 24,1 25,3 25,4

23,5 23,6

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Packaged wines world trade (billion US$)

15,8 16,5

17,5

20,6

22,2

19,8

21,1

24,4 24,1 25,3 25,4

23,5 23,6

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Packaged wines world trade (billion US$)

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

2,1 2,2

2,3

2,7

3,1 3,0

3,2

4,0 4,0

4,3

3,9

3,4 3,4

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk wines world trade (billion US$)

2,1 2,2

2,3

2,7

3,1 3,0

3,2

4,0 4,0

4,3

3,9

3,4 3,4

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk wines world trade (billion US$)

3,2

3,6

4,1

5,2

5,6

4,1

4,6

5,4 5,4 5,7

6,3

5,7 5,8

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling wines world trade (billion US$)

3,2

3,6

4,1

5,2

5,6

4,1

4,6

5,4 5,4 5,7

6,3

5,7 5,8

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling wines world trade (billion US$)

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

sparkling wines world trade

(billion us$)

bulk wines world trade(billion us$)

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evolution of wine trade value (cagr % 2004/16)


2004 2016



(thousand us$)

2004 2016Cagr %

2004/16

France 2.321.460 3.195.371 2,7%

Italy 303.768 1.323.364 13,0%

Spain 344.541 467.930 2,6%

Germany 49.781 125.175 8,0%

Australia 47.953 46.242 -0,3%

South Africa 13.203 23.589 5,0%

USA 7.027 21.727 9,9%

Chile 3.006 20.474 17,3%

Argentina 6.287 15.556 7,8%

Portugal 2.423 8.805 11,4%

Others 71.921 580.101 19,0%

(thousand us$)

2004 2016Cagr %

2004/16

USA 561.861 1.096.431 5,7%

UK 670.328 835.513 1,9%

Japan 263.820 488.568 5,3%

Germany 364.751 436.608 1,5%

Singapore 120.879 279.984 7,3%

Belgium 205.741 248.481 1,6%

Switzerland 132.050 183.528 2,8%

Italy 163.934 165.119 0,1%

Canada 48.364 138.233 9,1%

Sweden 31.218 116.951 11,6%

Russia 43.907 116.589 8,5%

France 38.312 81.359 6,5%

Netherlands 59.832 75.441 2,0%

Others 466.372 1.565.529 10,6%

2,7%

13,0%

2,6%

8,0%

-0,3%

5,0%

9,9%

17,3%

7,8%

11,4%

France

Italy

Spain

Germany

Australia

South A

frica

USA

Chile

Argentin

a

Portugal


5,7%

1,9%

5,3%

1,5%

7,3%

1,6%

2,8%

0,1%

9,1%

11,6%

8,5%

6,5%

2,0%

USA UK

Japan

Germany

Singapore

Belgium

Switzerla

nd Ita

ly

Canada

Sweden

Russia

France

Netherla

nd

s

Main importers evolution (Cagr % 2004/16)

Others

Germany

spain

Italy

france

2004 2016

5211

10

73

12

2

23

55

8

Others

switzerland

Belgium

singapore

Germany

Japan

UK

UsA

Others

UsA

New Zealand

Chile

france

Australia

Italy

spain

2004 2016

27

464

12

8

21

18

39

3457

8

14

19



(thousand us$)

2004 2016Cagr %

2004/16

Spain 362.300 546.801 3,5%

Italy 271.770 411.007 3,5%

Australia 130.546 314.794 7,6%

France 371.521 313.506 -1,4%

Chile 116.190 303.385 8,3%

New Zealand 1.528 225.077 51,6%

USA 88.740 216.828 7,7%

South Africa 94.429 194.022 6,2%

Germany 60.749 97.948 4,1%

Argentina 19.184 55.349 9,2%

Portugal 64.683 48.233 -2,4%

Others 499.645 636.636 2,0%

(thousand us$)

2004 2016Cagr %

2004/16

UK 263.696 533.574 6,0%

Germany 383.898 532.675 2,8%

France 214.697 279.388 2,2%

USA 35.535 267.074 18,3%

China 24.433 112.833 13,6%

Belgium 100.507 106.552 0,5%

Italy 77.088 101.306 2,3%

Russia 24.341 98.932 12,4%

Switzerland 116.819 90.800 -2,1%

Canada 59.345 89.654 3,5%

Japan 28.453 71.886 8,0%

Others 752.473 1.078.912 3,0% 2004 2016

Others

Russia

Italy

Belgium

China

UsA

france

Germany

UK

sparkling wines

bulk wines

sparkling wines

bulk wines

3,5% 3,5% 7,6%

-1,4%

8,3%

51,6%

7,7% 6,2% 4,1% 9,2%

-2,4%

Spain

Italy

Australia

France

Chile

New Zealand

USA

South A

frica

Germany

Argentin

a

Portugal


6,0%

2,8% 2,2%

18,3%

13,6%

0,5% 2,3%

12,4%

-2,1%

3,5%

8,0%

UK

Germany

France

USA

China

Belgium

Ita

ly

Russia

Switzerla

nd

Canada

Japan

Main importers evolution (Cagr % 2004/16)

35

46

18

13

17

6

0

31

6

7

9

9

9

12

16

46 40

33

33

8

8

16

16

145

10

18

13

1 2

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il corriere vinicolo n. 23July 17, 2017 6 BYNUWBERSWINE

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million liters 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 78,5 76,4 69,7 69,6 85,1 75,0 76,2 64,5 65,3 62,1

Bottled 585,7 622,1 629,4 570,8 593,1 585,1 599,5 581,9 560,0 544,7

Bulk 756,1 709,1 756,1 830,5 933,3 866,6 841,9 889,2 886,2 846,5

Total 1.420,3 1.407,6 1.455,2 1.470,9 1.611,4 1.526,7 1.517,6 1.535,6 1.511,5 1.453,2

million eUro 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 369,9 406,0 341,5 339,9 429,6 388,3 384,5 373,8 369,9 394,4

Bottled 1.264,5 1.375,0 1.360,0 1.366,3 1.471,9 1.505,0 1.584,6 1.658,5 1.604,0 1.574,8

Bulk 339,5 369,6 366,9 381,1 473,8 529,2 619,9 524,7 491,8 481,2

Total 1.973,8 2.150,6 2.068,4 2.087,3 2.375,2 2.422,5 2.589,0 2.557,0 2.465,8 2.450,5

eUro/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 4,71 5,32 4,90 4,88 5,05 5,17 5,04 5,79 5,67 6,35

Bottled 2,16 2,21 2,16 2,39 2,48 2,57 2,64 2,85 2,86 2,89

Bulk 0,45 0,52 0,49 0,46 0,51 0,61 0,74 0,59 0,55 0,57

Total 1,39 1,53 1,42 1,42 1,47 1,59 1,71 1,67 1,63 1,69

import by type (million liters)

0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

800,0

900,0

1.000,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million liters)

Sparkling Bottled Bulk

share % volUme

5,5 5,4 4,8 4,7 5,3 4,9 5,0 4,2 4,3 4,3

41,2 44,2 43,3 38,8 36,8 38,3 39,5 37,9 37,0 37,5

53,2 50,4 52,0 56,5 57,9 56,8 55,5 57,9 58,6 58,2

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume

Bulk Bottled Sparkling

Germany

Import by type

Germany is a sound and stable market, in which the changes of

consumption volumes are es-sentially linked to the trend of economy or to the effects brought about by the big politi-cal events. The crisis of 2008/09 had a strong impact and the last national elections caused consequences, as they created a period of uncertainty that af-fected the growth prospects of the country.Today the market has started again, with all the character-istics that make it unique and even “extreme”: it is the coun-try where the largest volumes of wine are sold, entry level (1-2 euro), mainly spread by the discount retail chains, but it is also a nation where very high-quality wines are consumed, especially in the Horeca sector that boasts levels of absolute excellence. What strongly differentiates consumption in the various federal states of Germany is the purchasing power of families, an almost unique character-istic of this country: the Ger-mans are very careful about prices and about all that is on special offer and they never spend beyond their economic means. Consequently, the price range between the rich South-ern regions and the Eastern ones or the city of Berlin is very wide and the available product

offering is also wide and diver-sified: in Bavaria, you can find wines from all over the world that are among the most ex-pensive ones. The Germans have a very ex-tended wine-and-food culture and they are very traditional in their purchases: they are linked to European wines, in particular to the French and the Italian ones, and to the concept of territory and ori-gin. This explains the fact that the wines of the New World – firmly based on the concept of vine variety - have never really been completely successful. The geographic proximity, the centuries-old commercial and cultural relationships, also en-couraged by the migration phe-nomenon, their love for Italy as the country of beauty: these are all factors that created a tie, which, I believe, is indis-soluble and has been allowing the well-being of entire wine-making areas: from those along the Garda Lake – the last was Lugana – to the more re-cent ones, such as Bolgheri and the region Campania: our com-pany, located in Irpinia, found a fertile ground in Germany for Falanghina, a versatile wine, suitable for an aperitif, today reaching the sales levels of Greco di Tufo, the variety with which we were more present in the market. This example should make us

Germany is one of the strongholds of Italian wine, a very sound market from an economic point of view. It very stable in its expenditure and consumption models:

it has no growing or decreasing peaks, if not rarely, in case of macro-economic phenomena and therefore, this market offers the security of stability to wine-makers.Within this stable situation, however, we can recognise movements - especially from a socio-demographic point of view - which, in the future, may impact on the qualitative level of consumption we know today: on one hand, a progressive ageing of the population, typical of European countries, and on the other hand, the immigration from countries, which forbid alcohol consumption by tradition and for cultural reasons. To compensate for these trends, there are other indicators that, on the contrary, cast a positive light on the future: if they are well-managed, they could counterbalance volume decreases in consumption with increases in wine expenditure. We all know that a very strong price competition characterises the market, dominated by the logic of discount supermarket chains in the off-trade, matched with the commercial policies of German wine-makers that produce mainly entry-level wines. Historically, this actually ended up by “flattening” the product offering level. On the other hand, a more recent phenomenon, a kind of “premiumisation” is experienced by the sector of discount supermarkets, which, - following the tastes of young people - is increasingly offering higher-quality products, with an expansion of the on-shelf availability.The average German consumer is very “Europe-oriented”, i.e. he is less sensitive to the “variety”, typical of the New World, but he is closer to the concept of wines with designation of origin or belonging to a specific territory: for Tuscany, for example, Chianti, Chianti Classico and Brunello have always had more appeal than the SuperTuscans. On the other hand, young consumers, although very traditional in their approach to wine, are showing interesting critical

antonio Capaldo - President of Feudi di San Gregorio, Campania lamberto FresCobaldi President of Marchesi de’ Frescobaldi, Tuscany

think about the fact that the market - even if conservative and with quite strict logic – is open and receptive to novel-ties: in particular, the German Millen-nials are very curi-ous about anything expressed by wine, in terms of variety, territories, styles. The story is different with the American Millennials, who with their totally new and diversified purchasing logic are really turning the market upside -down, so much so that we can even play as out-siders and take advantage of this trend. On the contrary, in Germany, where we are market leaders, we must be good at un-derstanding this thirst of wine curiosity by proposing sophis-ticated and, at the same time, effective and direct messages, exalting the extraordinary vari-ety of our country. Over all these years we have been creators of our success, by encouraging German consumers’ fidelity through a very hard, silent pro-motion activity, really carried out “door by door”. We are facing the challenge to be as good as to build the loyalty of the German consumers of tomorrow.

il corriere vinicolo n. 23July 17, 2017 7BYNUWBERSWINE

W

import by type (eUro/liter)

0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (euro/liter)


share % valUe

18,7 18,9 16,5 16,3 18,1 16,0 14,9 14,6 15,0 16,1

64,1 63,9 65,8 65,5 62,0 62,1 61,2 64,9 65,1 64,3

17,2 17,2 17,7 18,3 19,9 21,8 23,9 20,5 19,9 19,6

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


Imp

ort b

y type

import by type (million eUro)

0,0

200,0

400,0

600,0

800,0

1.000,0

1.200,0

1.400,0

1.600,0

1.800,0

0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million euro)

Bottled (right axis) Sparkling Bulk

capacities and evolutionary distinctiveness that need to be properly understood and identified. I think that these two phenomena that are linked to one another - expansion of communication receptiveness by the young people and evolution of the discount supermarket chains towards a logic of traditional large-scale retail trade – may offer interesting opportunities for Italian wine-makers in general and in particular for all those that are operating in the areas with a higher wine-making vocation, such as the hill regions or in difficult zones, which till now, due to averagely higher production costs, have had trouble in penetrating this important market.

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18,7 18,9 16,5 16,3 18,1 16,0 14,9 14,6 15,0 16,1

64,1 63,9 65,8 65,5 62,0 62,1 61,2 64,9 65,1 64,3

17,2 17,2 17,7 18,3 19,9 21,8 23,9 20,5 19,9 19,6

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


http://hts-enologia.com/


W

Sp

ark

ling

by co

un

try

10,0

15,0

20,0

25,0

30,0

35,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million liters)

France Italy Spain

sparkling (million liters) evolUtion volUme (Cagr. %)

sparkling (million eUro) evolUtion valUe (Cagr. %)

0,0

50,0

100,0

150,0

200,0

250,0

300,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million euro)

France Italy Spain

Bo

ttled

by co

un

try

evolUtion valUe (Cagr. %)

evolUtion priCes (Cagr. %)

bottled (million eUro)

bottled (eUro/liter)

bottled (million liters) evolUtion volUme (Cagr. %)

0,0

50,0

100,0

150,0

200,0

250,0

300,0

350,0

0,0

5,0

10,0

15,0

20,0

25,0

30,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million liters)

Italy (right axis) France (right axis) Spain (right axis) USA Austria

0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

800,0

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million euro)

Italy (right axis) France (right axis) Spain (right axis) USA Austria

1,00

1,50

2,00

2,50

3,00

3,50

4,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (euro/liter)

Italy France Spain USA Austria

2%

-3%

3%

6%

-4%

0%

-2%

-5%

-1%

4%

5%

-2%

Italy France Spain USA Austria Total

Evolution volume (Cagr %)

2007/11 2012/16

5%

3%

7% 8%

6%

4%

2%

-2%

2% 3%

4%

1%


Evolution value (Cagr %)

2007/11 2012/16

3%

6%

3%

2%

11%

4% 4%

3% 3%

-1% -1%

3%


Evolution prices (Cagr %)

2007/11 2012/16

0%

4% 1%

17%

-9%

2% 1%

-8% -7%

17%

-19%

-5%

France Italy Spain Austria Ukraine Total


2007/11 2012/16

2%

12%

3%

25%

-8%

4% 3%

-3% -7%

48%

-23%

0%



2007/11 2012/16


W

Sp

ark

ling

by co

un

try

sparkling (eUro/liter) evolUtion priCes (Cagr. %)

0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (euro/liter)

France Italy Spain

Bu

lk b

y cou

ntry

evolUtion volUme (Cagr. %)



bUlk (million liters)

bUlk (million eUro)

bUlk (eUro/liter)

0,0

50,0

100,0

150,0

200,0

250,0

300,0

350,0

400,0

450,0

0,0

20,0

40,0

60,0

80,0

100,0

120,0

140,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million liters)

Spain (right axis) Italy (right axis) France South Africa Chile

0,2

50,2

100,2

150,2

200,2

250,2

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million euro)

Italy France Spain South Africa Chile

0,20

0,30

0,40

0,50

0,60

0,70

0,80

0,90

1,00

1,10

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (euro/liter)

Italy France Spain South Africa Chile

2%

7%

1%

7%

1% 2% 2%

5%

0%

27%

-6%

5%



2007/11 2012/16

6% 7%

10% 12%

-5%

5%

-1%

-5%

5%

0%

5%

-1%

Italy France Spain South Africa Chile Total


2007/11 2012/16

6%

13% 12%

18%

10% 9%

-3%

0%

0%

-5% -3% -2%



2007/11 2012/16

1%

5%

2%

6%

16%

3%

-2%

6%

-5% -5% -8%

-2%



2007/11 2012/16


W


Bottled 890,9 869,0 876,4 867,9 812,2 793,0 761,3 805,1 767,5 734,3

Bulk 198,4 207,3 240,6 340,4 404,8 434,7 459,1 476,9 477,0 477,7

Total 1.172,4 1.157,6 1.191,3 1.286,5 1.292,0 1.311,3 1.304,0 1.402,5 1.375,4 1.360,2

million £ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 448,0 455,0 455,9 487,8 507,3 519,8 524,3 606,1 576,1 616,6

Bottled 1.918,1 2.118,4 2.117,2 2.084,5 2.174,6 2.298,2 2.242,5 2.062,1 1.877,5 1.863,0

Bulk 159,9 168,8 212,1 214,3 337,1 374,0 402,2 393,5 367,9 393,8

Total 2.526,0 2.742,2 2.785,2 2.786,6 3.019,0 3.192,0 3.169,0 3.061,7 2.821,5 2.873,4

£/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 5,39 5,60 6,13 6,24 6,76 6,22 6,27 5,03 4,40 4,16

Bottled 2,15 2,44 2,42 2,40 2,68 2,90 2,95 2,56 2,45 2,54

Bulk 0,81 0,81 0,88 0,63 0,83 0,86 0,88 0,83 0,77 0,82

Total 2,15 2,37 2,34 2,17 2,34 2,43 2,43 2,18 2,05 2,11

Import by type

import by type (million liters) share % volUme

0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

800,0

900,0

1.000,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



7,1 7,0 6,2 6,1 5,8 6,4 6,4 8,6 9,5 10,9

76,0 75,1 73,6 67,5 62,9 60,5 58,4 57,4 55,8 54,0

16,9 17,9 20,2 26,5 31,3 33,2 35,2 34,0 34,7 35,1

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


United Kingdom

For still wines, the situation in the British market is not pos-itive. After the downturns experienced in 2016, even at the beginning of this year negative changes were registered in

purchases, which, for Italy, strongly influenced Pinot Grigio. To-day, this product is suffering the competition not only of Austra-lian and American wines, directly bottled in the United Kingdom, but it is also affected by the price competition of products coming from any part of the world, e.g. from Hungary, Romania, Moldova.In such a stagnant sales situation, Pinot Grigio is also suffering from the “domestic” competition of Prosecco. If it is true that this wine led the way to new consumers, by subtracting them from consumers of other beverages, such as beer and spirits, it is also true that many Pinot Grigio-drinkers have just switched to Prosecco: a white wine that is ideal as an aperitif, as well as for food matching and for celebrating. On one hand, the market is in a phase of total uncertainty, due to what may occur because of the Brexit, and on the other hand, it is in a period of deep change, in political-economic terms, but also and mostly with regard to the distribution system. The tra-ditional large-scale retail chains – Tesco, Sainsbury’s, Waitrose - are subject to the fierce competition of German discount super-market chains, such as Aldi and Lidl, and they are reconsidering their logic in the purchasing phase, with a tendency to reduce prices and on-shelf availability. To partially compensate for this phenomenon, there is the boost of online sales, with the entry of Amazon, along with retailers and independent dealers. This is however creating a new interest in diversified products, made also by mid-small-sized companies that are offered a stage to illustrate their own product range, which they cannot do in traditional re-tail outlets.Today, Italy is particularly affected by this situation: as it cannot rely on historical brands as important as the giant Australian, Californian and Chilean ones, Italian products have been the most attacked by the private labels and are strongly influenced by the trend and the logic of the retail trade. We must admit that our way of competing in the market has contributed to this phe-nomenon, from which it can gradually emancipate by oper-ating in a more convinced way on our brands and by improving the communication activity about our wines with designation of origin. For the new Pi-not Grigio delle Venezie DOC (Controlled Desig-nation of Origin), as well as for all wines having the United Kingdom as a fundamental market, a lot of work will be necessary in this area, but this is a challenge to be seized.

I t was 23rd June 2016 when the UK decided to leave the European Union, casting

the shadow of that unknown quantity, Brexit, across the whole of Europe. A year later, on 8th June 2017, the snap General Election further fuelled doubts by leading to a so-called “hung parliament”. The uncertainty over Britain’s relationship with Europe has to some extent re-placed the spectre of a hard Brexit with the possibility of a soft Brexit. Remember, in fact, how – just a few months ago – even Prosecco was the target of political threats: “You’ll sell less Prosecco”, said British Foreign Minister Boris Johnson last

N o ve m b e r, w h i l s t

arguing against Italian

Minister of Economic Develop-ment Carlo Calenda, in a much wider debate that ranged from trading agreements to more se-rious political-social themes.In the meantime, there has been an increase on the one hand in taxes on alcoholic drinks of 3.9% decreed by Chan-cellor of the Exchequer Phillip Hammond (£ 2.16 wine duty for still wines and £ 2.77 for spar-kling ones) and, on the other, the condemnation on the part of the Wine & Spirit Trade As-sociation of wine prices that have never been so high, with a 3% increase within 12 months, taking bottles over a minimum threshold of £ 5.50.As regards the world wine trade, one can witness a UK market that, in general, is importing less (-6% in volume and -3% in value terms), with demand that has dropped off in all segments and for all the principal suppli-ers, with the exception of New Zealand and with a stable situ-ation for Italian wines.

For our Company, in fact, the British market continues

nonetheless to be the second most important after the United States. Last year our turnover in the UK was over 40 million pounds and we are predicting

even more growth this year, in spite of Brexit. For the time be-ing, therefore, the effects of the UK’s future exit from the EU do not seem to have created major problems, also considering the fact that we can rely for import-ing and distribution on our very own subsidiary company, Zo-nin1821 UK.However signs are showing, which should not be over-looked: in the last few months, the value of the pound has gone from 1.35 to 1.15 Euros, a loss of 15%. For now, price increases for the final product have been kept moderate, partly because distributors have reduced their margins and partly because of currency hedging by the UK sales chains. But it is clear that these can only be short-term strategies, and in the next few months we can expect a further increase in prices on the shelf. This uncertainty is compound-ed by that of Brexit itself: the introduction of possible new duties in 2-3 years’ time cannot be excluded.As far as exports are concerned, the lion’s share obviously has to do with Prosecco, but other denominations are doing very well too: in our case, Primitivo di Manduria, Chianti Classico and Nero d’Avola. I would say that recently we have seen a

alessandro botter Owner of Casa Vinicola Botter, Veneto

domeniCo Zonin

President of Zonin1821,

Veneto


W

import by type (million £)

import by type (£/liter)

share % valUe

0,0

500,0

1.000,0

1.500,0

2.000,0

2.500,0

0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million £)


0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

8,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (£/liter)


17,7 16,6 16,4 17,5 16,8 16,3 16,5 19,8 20,4 21,5

75,9 77,3 76,0 74,8 72,0 72,0 70,8 67,4 66,5 64,8

6,3 6,2 7,6 7,7 11,2 11,7 12,7 12,9 13,0 13,7

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


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boom in consumption of high-quality Italian wines. This phe-nomenon is no longer only true in London – which has always been in the forefront as regards top-class restaurants and chefs – but it is now also spread-ing towards other areas of the UK. We do not know whether Brexit will bring this trend to

Imp

ort b

y type

an abrupt halt; undoubtedly, though, the UK seems to be in a state of great confusion from the political point of view. At a commercial level, on the other hand, we cannot yet say wheth-er Brexit will lead to a reduc-tion in sales but, if that were the case, it will be a situation that is true for everyone.

www.safecork.it


W

Bo

ttled

by co

un

tryS

pa

rklin

g b

y cou

ntry




bottled (million £)

bottled (£/liter)


sparkling (million £) evolUtion valUe (Cagr. %)

0,0

50,0

100,0

150,0

200,0

250,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain New Zealand Chile

0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

800,0

900,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million £)


1,00

1,50

2,00

2,50

3,00

3,50

4,00

4,50

5,00

5,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (£/liter)


0,0

50,0

100,0

150,0

200,0

250,0

300,0

350,0

400,0

450,0

0,0

50,0

100,0

150,0

200,0

250,0

300,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million £)

France (right axis) Italy Spain

0,0

20,0

40,0

60,0

80,0

100,0

120,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain

-2%

12%

5% 3% 2%

-2%

-5%

-2%

1%

6%

-7%

-2%

France Italy Spain New Zealand Chile Total


2007/11 2012/16

6%

19%

10% 6%

4% 3%

-12%

-2% -2%

5%

-3% -5%



2007/11 2012/16

8% 6%

5%

3% 2%

6%

-7%

0%

-3%

-1%

5%

-3%



2007/11 2012/16

-4%

13%

-1%

-15%

31%

-3% -2%

49%

-9%

21%

7% 15%

France Italy Spain Germany South Africa Total


2007/11 2012/16

2%

29%

11%

4%

30%

3%

-3%

36%

-11%

10% 4% 4%



2007/11 2012/16


W

Sp

ark

ling

by co

un

try

sparkling (£/liter) evolUtion priCes (Cagr. %)

0,0

50,0

100,0

150,0

200,0

250,0

300,0

350,0

400,0

450,0

0,0

50,0

100,0

150,0

200,0

250,0

300,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million £)


6,00

7,00

8,00

9,00

10,00

11,00

12,00

13,00

14,00

15,00

16,00

1,00

1,50

2,00

2,50

3,00

3,50

4,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (£/liter)

France Italy Spain

Bu

lk b

y cou

ntry





bUlk (million £)

bUlk (£/liter)

0,0

50,0

100,0

150,0

200,0

250,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Australia New Zealand USA Chile South Africa

0,0

20,0

40,0

60,0

80,0

100,0

120,0

140,0

160,0

180,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million £)


0,00

0,50

1,00

1,50

2,00

2,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (£/liter)


6%

13% 13%

23%

-1%

6%

-2%

-9%

-2%

-9%

-3%

-10%



2007/11 2012/16

40%

139%

29%

2%

22% 20%

0% 5%

-3%

27%

3% 2%

Australia New Zealand USA Chile South Africa Total


2007/11 2012/16

39%

124%

25%

-6%

26% 20%

-3%

13%

-2%

25%

-5%

1%



2007/11 2012/16

-1%

-6%

-3%

-8%

3%

1%

-3%

7%

1%

-2%

-8%

-1%



2007/11 2012/16

www.robinoegalandrino.it


W


Bottled 333,4 317,3 321,5 323,4 282,3 299,7 303,2 302,4 282,2 314,1

Bulk 35,9 34,2 34,0 35,1 37,6 40,5 52,3 49,2 57,8 62,0

Total 382,3 363,1 366,9 369,2 332,2 352,1 366,8 362,0 346,9 384,1

million eUro 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 101,3 99,5 69,1 73,9 80,8 79,6 70,5 78,0 64,4 68,2

Bottled 708,9 727,5 718,9 741,6 701,1 760,8 764,5 779,6 750,0 816,4

Bulk 30,1 32,1 32,4 34,7 45,0 46,2 47,5 44,2 52,7 55,5

Total 840,3 859,1 820,4 850,2 826,9 886,7 882,5 901,8 867,2 940,0

eUro/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 7,79 8,58 6,06 6,91 6,57 6,67 6,21 7,50 9,28 8,55

Bottled 2,13 2,29 2,24 2,29 2,48 2,54 2,52 2,58 2,66 2,60

Bulk 0,84 0,94 0,95 0,99 1,20 1,14 0,91 0,90 0,91 0,89

Total 2,20 2,37 2,24 2,30 2,49 2,52 2,41 2,49 2,50 2,45

Import by typeNetherlands

import by type (million eUro)


import by type (eUro/liter)

share % valUe

share % volUme

3,4 3,2 3,1 2,9 3,7 3,4 3,1 2,9 2,0 2,1

87,2 87,4 87,6 87,6 85,0 85,1 82,7 83,5 81,3 81,8

9,4 9,4 9,3 9,5 11,3 11,5 14,2 13,6 16,7 16,2

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume

Bulk Bottled Sparklng

12,1 11,6 8,4 8,7 9,8 9,0 8,0 8,6 7,4 7,3

84,4 84,7 87,6 87,2 84,8 85,8 86,6 86,4 86,5 86,8

3,6 3,7 3,9 4,1 5,4 5,2 5,4 4,9 6,1 5,9

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value

Bulk Bottled Sparklng

17,7 16,6 16,4 17,5 16,8 16,3 16,5 19,8 20,4 21,5

75,9 77,3 76,0 74,8 72,0 72,0 70,8 67,4 66,5 64,8

6,3 6,2 7,6 7,7 11,2 11,7 12,7 12,9 13,0 13,7

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


17,7 16,6 16,4 17,5 16,8 16,3 16,5 19,8 20,4 21,5

75,9 77,3 76,0 74,8 72,0 72,0 70,8 67,4 66,5 64,8

6,3 6,2 7,6 7,7 11,2 11,7 12,7 12,9 13,0 13,7

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


640,0

660,0

680,0

700,0

720,0

740,0

760,0

780,0

800,0

820,0

840,0

0,0

20,0

40,0

60,0

80,0

100,0

120,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million euro)


250,0

260,0

270,0

280,0

290,0

300,0

310,0

320,0

330,0

340,0

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

8,00

9,00

10,00

0,00

0,50

1,00

1,50

2,00

2,50

3,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (euro/liter)

Spumante (asse dx) Bottled Bulk Sparkling (right axis)


W

sparkling (million eUro) evolUtion valUe (Cagr. %)

Bo

ttled

by co

un

tryS

pa

rklin

g b

y cou

ntry




bottled (million eUro)

bottled (eUro/liter)


0,0

20,0

40,0

60,0

80,0

100,0

120,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Germany Chile Italy Spain

195,0

200,0

205,0

210,0

215,0

220,0

225,0

230,0

235,0

0,0

20,0

40,0

60,0

80,0

100,0

120,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million euro)

France (right axis) Germany Chile Italy Spain

1,00

1,50

2,00

2,50

3,00

3,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (euro/liter)

France Germany Chile Italy Spain

0,0

1,0

2,0

3,0

4,0

5,0

6,0

7,0

8,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain Germany

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

20,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million euro)

France (right axis) Italy Spain Germany

-6%

-2%

7%

1%

-8%

-4%

0%

0%

4%

-1%

4%

1%

France Germany Chile Italy Spain Total


2007/11 2012/16

-2%

4%

8%

7%

-4%

0% 0%

1%

6%

2% 3% 2%



2007/11 2012/16

4%

6%

2%

9%

4% 4%

0% 1%

8%

-2% -1%

1%



2007/11 2012/16

-16%

20%

-1%

2%

29%

-1%

-9% -8%

-14%

-3%

7%

-10%

France Italy Spain Germany Australia Total


2007/11 2012/16

-16%

32%

-1%

14%

5%

-5% -3%

-12%

-4%

8% 5%

-4%



2007/11 2012/16


W

Bu

lk b

y cou

ntry





bUlk (million eUro)

bUlk (eUro/liter)

Sp

ark

ling

by co

un

try

sparkling (eUro/liter) evolUtion priCes (Cagr. %)

0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

18,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (euro/liter)

France Italy Spain Germany

0,0

5,0

10,0

15,0

20,0

25,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Germany Chile Australia South Africa

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

20,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million euro)


0,00

0,50

1,00

1,50

2,00

2,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (euro/liter)


1%

10%

0%

13%

-19%

-4%

6%

-4%

12% 11%

-2%

6%



2007/11 2012/16

-3%

33%

2%

9%

-13%

1%

14% 11%

14% 12%

2%

11%

France Germany Chile Australia South Africa Total


2007/11 2012/16

9%

32%

13%

7%

-10%

11%

5% 4% 9%

6%

-2%

5%



2007/11 2012/16

12%

-1%

11%

-1%

3%

9%

-8% -6%

-5% -6% -5%

-6%



2007/11 2012/16

www.tebaldi.it


W


Bottled 83,7 83,4 87,6 93,2 95,0 98,0 97,7 98,8 98,4 100,0

Bulk 87,7 85,8 86,7 83,2 76,8 73,2 68,0 69,7 69,3 64,1

Total 186,0 183,3 189,3 192,2 188,1 188,3 182,8 186,7 185,9 183,2

million ChF 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 205,8 201,3 182,2 180,8 178,9 181,3 183,3 190,2 177,9 180,8

Bottled 866,3 862,9 793,9 800,1 777,6 835,1 877,8 821,3 751,6 777,6

Bulk 125,7 130,0 123,7 110,9 98,7 96,0 106,9 100,5 91,7 89,5

Total 1.197,7 1.194,2 1.099,8 1.091,8 1.055,2 1.112,4 1.168,0 1.112,0 1.021,2 1.047,9

ChF/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 14,10 14,24 12,22 11,49 11,00 10,61 10,72 10,44 9,79 9,47

Bottled 10,35 10,35 9,06 8,58 8,19 8,52 8,98 8,31 7,64 7,78

Bulk 1,43 1,52 1,43 1,33 1,28 1,31 1,57 1,44 1,32 1,40

Total 6,44 6,51 5,81 5,68 5,61 5,91 6,39 5,96 5,49 5,72

Import by typeSwitzerland

import by type (million ChF)


share % valUe

share % volUme

0,0

20,0

40,0

60,0

80,0

100,0

120,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0,0

100,0

200,0

300,0

400,0

500,0

600,0

700,0

800,0

900,0

1.000,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million CHF)


7,8 7,7 7,9 8,2 8,6 9,1 9,4 9,8 9,8 10,4

45,0 45,5 46,3 48,5 50,5 52,0 53,5 52,9 52,9 54,6

47,2 46,8 45,8 43,3 40,8 38,9 37,2 37,3 37,3 35,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


17,2 16,9 16,6 16,6 17,0 16,3 15,7 17,1 17,4 17,3

72,3 72,3 72,2 73,3 73,7 75,1 75,2 73,9 73,6 74,2

10,5 10,9 11,3 10,2 9,4 8,6 9,2 9,0 9,0 8,5

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (CHF/liter)


import by type (ChF/liter)


W

Bo

ttled

by co

un

tryS

pa

rklin

g b

y cou

ntry




bottled (million ChF)

bottled (ChF/liter)


sparkling (million ChF) evolUtion valUe (Cagr. %)

0

5

10

15

20

25

30

35

40

45

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Italy France Spain Germany Portugal

0

50

100

150

200

250

300

350

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million CHF)


2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

18,00

20,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (CHF/liter)


0

2

4

6

8

10

12

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain

0

20

40

60

80

100

120

140

160

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million CHF)

France Italy Spain

6%

0%

1%

19%

5% 3%

1%

-2% -1%

10%

7%

1%

Italy France Spain Germany Portugal Total


2007/11 2012/16

-2% -3%

-4%

1%

-2% -3%

1%

-9%

0%

8%

5%

-2%



2007/11 2012/16

-7%

-3% -5%

-15%

-6% -6%

0%

-8%

1%

-2% -2% -2%



2007/11 2012/16

-1%

6%

-2%

7%

43%

3% 1% 6%

-2%

4%

-22%

3%

France Italy Spain Germany Austria Total


2007/11 2012/16

-6%

1%

-3%

6%

31%

-3% -1%

4%

-7%

1%

-10%

0%



2007/11 2012/16


W

Sp

ark

ling

by co

un

tryB

ulk

by co

un

try

sparkling (ChF/liter) evolUtion priCes (Cagr. %)





bUlk (million ChF)

bUlk (ChF/liter)

15,00

17,00

19,00

21,00

23,00

25,00

27,00

29,00

4,00

4,50

5,00

5,50

6,00

6,50

7,00

7,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (CHF/liter)


0

5

10

15

20

25

30

35

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Italy France Spain Portugal

0

10

20

30

40

50

60

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million CHF)


0,00

0,50

1,00

1,50

2,00

2,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (CHF/liter)


-5% -5%

-2% -2%

-8% -6%

-2% -2%

-5% -4%

15%

-3%



2007/11 2012/16

-3% -8%

7%

15%

54%

-3% -1% -7% -4%

5%

47%

-3%

Italy France Spain Portugal Germany Total


2007/11 2012/16

-7% -8%

-1%

9%

1%

-6%

1%

-4% -2%

2%

36%

-2%



2007/11 2012/16

-4%

1%

-7%

-6%

0%

-3%

2%

3% 2%

-3%

-7%

2%



2007/11 2012/16


W

th. liters 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 15.646 19.388 18.251 27.931 36.515 31.456 36.884 37.120 24.072 26.416

Bottled 225.108 226.217 181.555 225.601 246.142 255.964 275.794 258.032 175.713 183.770

Bulk 26.659 34.946 158.866 293.100 228.519 202.535 186.625 172.457 200.005 193.771

Total 267.412 280.551 358.671 546.632 511.176 489.955 499.303 467.609 399.789 403.958

th. Us$ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 113.249 144.694 96.006 164.002 217.322 189.169 238.320 210.717 105.285 116.590

Bottled 439.896 540.362 398.742 504.030 639.772 723.650 845.684 822.422 485.201 512.341

Bulk 25.571 36.240 92.157 154.891 139.494 147.636 139.959 108.438 100.928 98.932

Total 578.715 721.297 586.905 822.924 996.589 1.060.456 1.223.964 1.141.577 691.413 727.863

Us$/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 7,24 7,46 5,26 5,87 5,95 6,01 6,46 5,68 4,37 4,41

Bottled 1,95 2,39 2,20 2,23 2,60 2,83 3,07 3,19 2,76 2,79

Bulk 0,96 1,04 0,58 0,53 0,61 0,73 0,75 0,63 0,50 0,51

Total 2,16 2,57 1,64 1,51 1,95 2,16 2,45 2,44 1,73 1,80

Russia

Import by type

import by type (th. liters) share % volUme

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (th. liters)


5,9 6,9 5,1 5,1 7,1 6,4 7,4 7,9 6,0 6,5

84,2 80,6

50,6 41,3

48,2 52,2 55,2 55,2 44,0 45,5

10,0 12,5

44,3 53,6

44,7 41,3 37,4 36,9 50,0 48,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (share % volume)


The political events and the international rela-tionships have recently

affected the dynamics of the Russian market. We start per-ceiving signs of recovery, but we are still “fording the river”.In this general framework, - considering some not very suc-cessful experiences reported in the past - in June 2014, Mondo del Vino decided to face the market with a very demand-ing initiative: the creation of a Russian branch office, called MGM RUS. The goal was to con-tinue our export expansion in a market that shows strong inter-est in spumanti, a production segment in which we are au-thoritatively engaged after the establishment of the company Cuvage in Acqui Terme.Nevertheless, the decision co-incided with a very critical pe-riod of the Russian reality: the works had begun almost in coincidence with the start of the sanctions on Russia by the international community. The coincidence brought two conse-quences: the loss in value of the rouble and the exaggeration of bureaucratic procedures, such as retaliatory actions and cus-toms barriers.The first months were spent for the acquisition of the im-

port licence and the creation of a special structure (one of the few Italian cases). Going from bureaucratic to market activi-ties, the structure got in contact with a large number of dealers – especially mass retailers – ac-quiring listing for a total of 23 items among those managed by Mondo del Vino, i.e. some Si-cilian sorts (Barone Montalto), some from Puglia (Linea Codici) and then some from Piedmont, such as Ricossa, Acquesi and Cuvage. The products from Piedmont had their strong points in Gavi, Barolo and Barbaresco, Asti Spumante and Barbera d’Asti, besides the Metodo Classico types by Cuvage. Towards these products the Russian market showed an increasingly favour-able attitude: in the last year there was a sales increase be-tween 20-30%, which partially allowed to recover past losses.Two positive aspects were high-lighted in these months:- the strengthening of the rou-ble, even if its stability is often influenced by the oil price;- the fact that the Russians have a propensity for celebrating and consuming also wine. This is not linked to traditions or eat-ing habits.However, there are two critical

H istorically, Italian wines have always been very important for the

Russian market, being the ties with Italy very strong, both economically and culturally. Imports of Italian wines were very remarkable from areas, such as Tuscany and Piedmont, but not from Sicily. In the past, Sicilian wines developed more in terms of brands and ratings, rather than as typical products of their region, however now the situation is changing and Sicily is growing as a region, too.Whereas in the past the Russians, who did not have much wine culture and could afford expensive wines, chose the “big

names”, today their attitude is changing and the growing wine culture is creating a strong need for sommeliers, bringing more knowledge to consumers. With the developing knowledge of consumers, they are now curious to discover wines from other regions and they are not just consuming famous brands coming from the best-known regions. Although the market has been very difficult for the last two years due to the exchange rate, embargo and political unsettlement, it is starting to recover slowly, even if with a much lower average price, putting more focus on regions that can offer price and quality like Sicily. In the short term, the future will still be undoubtedly difficult, but if we look at the situation in the long term, Sicily has a lot of space to grow. I believe that this will also come about with the producers working together towards the “Doc Sicilia”, and as a region, if we make more communication and tasting for the final consumers, our wine style will be particularly appreciated by the Russians.

lUigi bersano Export Manager of MGM – Mondo del Vino, Piedmont

FranCesCa planeta Owner of Planeta Winery, Sicily

situations in this market: in-creased customs duties, - some-times disguised as excise taxes - and the collateral damages caused by the sanctions. It is true that wine is not in the mar-ket basket subject to restric-tions, but the sanctions gener-ated a kind of “consumption nationalism” in the Russian population, which privileged lo-cal products.What can be the future pros-pects in this area? Mondo del Vino undertook appropriate ac-tions to develop the new mar-ket, but there are some variables that may limit the expectations. The results achieved in the sec-ond semester of 2016 and in the first part of 2017 prefigure a trend with satisfactory performances. Nonethe-less, Mondo del Vino knows that the mar-ket and the country are strongly affected by currency exchange rates and by regulatory in-terferences re-garding the i m p o r t d y n a m -ics, which imply a very care-ful ap-proach.


BIOPURE -BIOGLUTEX -

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Area Ind.le Ponte Giulio snc - 05018 Orvieto (TR) - tel.0763.31.61.15 - fax 0763.34.95.60 - [email protected] - www.crcbiotek.it

stabilizzanti eintegratori biologici

BIOPURE rivista 13,5x20,8_Layout 1 04/07/17 11.29 Pagina 1

import by type (Us$/liter)

0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

8,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type ($/liter)


import by type (th. Us$) share % valUe

0

100.000

200.000

300.000

400.000

500.000

600.000

700.000

800.000

900.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (th. $)


19,6 20,1 16,4 19,9 21,8 17,8 19,5 18,5 15,2 16,0

76,0 74,9 67,9 61,2 64,2 68,2 69,1 72,0

70,2 70,4

4,4 5,0 15,7 18,8 14,0 13,9 11,4 9,5 14,6 13,6

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (share % value)


Imp

ort b

y type

BYNUWBERSWINE

W

www.vdglass.it

www.crcbiotek.it/


W

sparkling (th. Us$) evolUtion valUe (Cagr. %)

Bo

ttled

by co

un

tryS

pa

rklin

g b

y cou

ntry

bottled (th. liters) evolUtion volUme (Cagr. %)



bottled (th. Us$)

bottled (Us$/liter)

sparkling (th. liters) evolUtion volUme (Cagr. %)

0

50.000

100.000

150.000

200.000

250.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (th. $)

Italy France Spain Abkhazia Chile

0

10.000

20.000

30.000

40.000

50.000

60.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (th. liters))


0,50

1,00

1,50

2,00

2,50

3,00

3,50

4,00

4,50

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled ($/lliter)


0

5.000

10.000

15.000

20.000

25.000

30.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th. liters)

Italy France Spain Ukraine Moldova

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th. $)

Italy France Spain Ukraine Moldova

27%

8% 10%

2%

10%

-5%

-16%

-1%

6%

-9% -8%

Italy France Spain Abkhazia Chile Total


2007/11 2012/16

25%

6% 7%

-3%

2%

-3%

-17%

0%

18%

-6% -8%



2007/11 2012/16

2% 2% 3%

5%

7%

-2%

1%

-1%

-10%

-3%

0%



2007/11 2012/16

28% 27% 34%

4% 0%

24%

0%

-8%

14%

-40% -32%

-4%

Italy France Spain Ukraine Moldova Total


2007/11 2012/16

24%

10%

20%

3% 0%

18%

-9% -12%

-1%

-49%

-38%

-11%



2007/11 2012/16


W

Bu

lk b

y cou

ntry




bUlk (th. liters)

bUlk (th. Us$)

bUlk (Us$/liter)

Sp

ark

ling

by co

un

try

sparkling (Us$/liter) evolUtion priCes (Cagr. %)

0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

18,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling ($/liter)

Italy France Spain Ukraine

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

180.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (th. liters)

Spain South Africa Ukraine Moldova Italy

0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

80.000

90.000

100.000

2010 2011 2012 2013 2014 2015 2016

Bulk (th. $)


0,00

0,50

1,00

1,50

2,00

2,50

3,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk ($/liter)


-3%

-13%

-10%

-1%

-5%

-9%

-5%

-13%

-15%

-9% -7%



2007/11 2012/16

162%

120%

146% 127%

71%

24%

-7% -11%

3%

-25% -1%

Spain South Africa Ukraine Moldova Italy Total


2007/11 2012/16

129%

90%

114%

85%

53%

15%

-14% -18% -7%

-21% -10%



2007/11 2012/16

-12% -14% -13%

-19%

-11% -7% -8% -8% -10%

6%

-9%



2007/11 2012/16


W


Bottled 226.835 227.125 239.099 252.517 255.350 263.433 267.811 269.443 282.055 280.016

Bulk 77.114 84.631 80.350 87.760 92.692 101.904 93.281 103.530 117.491 120.556

Total 311.756 319.858 328.215 350.060 358.398 376.808 372.716 384.925 413.387 415.676

th. Can$ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 91.605 98.092 90.989 108.657 119.863 124.732 132.568 140.283 163.066 183.132

Bottled 1.412.341 1.483.250 1.493.473 1.559.217 1.684.307 1.748.342 1.854.458 1.895.897 2.017.427 2.047.672

Bulk 67.805 79.773 81.136 81.893 90.554 100.830 98.757 107.578 116.350 118.773

Total 1.571.750 1.661.116 1.665.598 1.749.767 1.894.724 1.973.904 2.085.783 2.143.758 2.296.843 2.349.577

Can$/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 11,73 12,11 10,38 11,11 11,58 10,87 11,40 11,74 11,78 12,12

Bottled 6,23 6,53 6,25 6,17 6,60 6,64 6,92 7,04 7,15 7,31

Bulk 0,88 0,94 1,01 0,93 0,98 0,99 1,06 1,04 0,99 0,99

Total 5,04 5,19 5,07 5,00 5,29 5,24 5,60 5,57 5,56 5,65

Canada

Import by type


0

50

100

150

200

250

300

0

20

40

60

80

100

120

140

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



2,5 2,5 2,7 2,8 2,9 3,0 3,1 3,1 3,3 3,6

72,8 71,0 72,8 72,1 71,2 69,9 71,9 70,0 68,2 67,4

24,7 26,5 24,5 25,1 25,9 27,0 25,0 26,9 28,4 29,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


ernesto abbona Owner of Marchesi di Barolo, Piedmont

enriCo viglierChio - General Manager of Castello Banfi, Tuscany

Canada is surely a positive market for Italian wine, both in volume terms and with regard to the mix of products, with

a positioning which I consider very correct and rewarding, in the mid, premium and ultra-premium segments. Canada remains one of the pillar markets for Italian wine: it is very close to Italian products, especially in some provinces. This market is not always very easy to manage, due to different monopolies with diversified strategies and requirements, but it can be considered as a sound market, without problems from a financial point of view. In addition, it is a very transparent market, with correct view of products in terms of positioning and a price management on the shelf that is not imposed, but agreed upon with the wine-maker.

When we speak of Canada, we intend a series of markets, with quite different situations from one another. For example, we can consider the two main provinces – Québec and Ontario - which represent 70% of the wine market: they are two markets with product and consumer portfolios that are quite different from one another. Ontario has characteristics that are much more similar to the US market, whereas Québec is much more European. The real competition is not as much represented by the Canadian wine, but rather by the French wine in Québec and by the Californian and Chilean wines in Ontario. Over the last years, mainly in Ontario, for example, we witnessed the American-style phenomenon of “red blends”. If, on one side, it drove the sales of US wines in this province, on the other hand, however it also had a positive effect on a series of Italian wines that, because of their typology, are conceptually closer to red blends than to the pure varietal wine.Besides these two provinces, very interesting areas are British Columbia - a province with local production tradition and strong wine consumption – and Alberta, the only one with a market that is practically free of monopolies, the fourth province with regard to wine consumption. Other interesting regions to be monitored in the short-mid-term are also Newfoundland and Labrador - a small province in the far eastern end of the country, which grew well in the past and which today we can consider as a developing area - and the smaller ones, such as Manitoba and Saskatchewan.I think that these are all markets where to keep on being present with investments in communication and information activities about Italian wine, with the purpose of introducing even new wine typologies, besides the classical red sorts, which are the most popular in this country.

Marchesi di Barolo has reached a full stability in the Ca-nadian market, thanks to the work carried out directly by the owners over the last ten years, which strength-

ened the company’s presence in the market with a steady value and volume growth and an image improvement. The Canadian market is very peculiar: due to the existing state monopolies, con-tacts are not always very easy. Obviously, the situation is different from province to province (British Columbia, Alberta, Québec and Ontario), but a constant and customised management of relation-ships enabled to achieve excellent results.In British Columbia, we have recently found a new, very reliable partner: this makes us prefigure a stable and significant presence of Marchesi di Barolo wines for the years to come, in a market where they were already present, even if sporadically. Today, we have better prospects: the activity has started effectively, the re-lationships with the monopoly are very good and the sales pace is more than satisfactory. In particular, in Vancouver a lot of en-thusiasm is perceived, also thanks to its dynamic restaurants and bars and to the synergic presence of many professional somme-liers. All over Canada, the sommellerie is very active and carries out connection actions among the delegations and the different provinces.There is lot of competition/healthy competition/exchange of views between the two Western Canadian markets (Alberta and British Columbia) and for us this is a positive aspect, consider-ing that, in Alberta, we work with a historical, very professional importer, who granted us a steady growth. Here the influence of the monopoly is lower, as it only manages the warehouse stock.

The market, once located mainly in the city of Calgary and its surrounding areas, is today expanding to more peripheral dis-tricts, in particular to that of Edmonton and the mountain ones (Lake Louise and Banff), where a qualified distribution system is establishing itself. Over the last years, the crisis of the oil sector (linked to the area of Calgary) has fostered this market development.Even the two states of Eastern Canada (Québec and Ontario) are working in synergy. In Québec, the monopoly, at least with regard to the relationships with the Italian wine, is experiencing an evolutionary phase, with substantial changes in the responsibility positions. The increasingly closer contact between the monopolies of Québec and Ontario may bring benefits, considering the primary role


W

Imp

ort b

y type

import by type (million Can$) share % valUe

0

500

1.000

1.500

2.000

2.500

0

20

40

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80

100

120

140

160

180

200

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million CAN$)


import by type

(Can$/liter)

0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (CAN$/liter)


5,8 5,9 5,5 6,2 6,3 6,3 6,4 6,5 7,1 7,8

89,9 89,3 89,7 89,1 88,9 88,6 88,9 88,4 87,8 87,2

4,3 4,8 4,9 4,7 4,8 5,1 4,7 5,0 5,1 5,1

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


SAREMO PRESENTI A SIMEI DRINKTEC 2017Messe Munchen, 11-15 settembre HALL C2 / STAND 336

that Ontario has been playing for a long time in the global con-text. Even the composition of the market is evolving, especially in the so-called “direct relationships”: young restaurateurs play a primary role, passionately devoting themselves to classic prod-ucts (Barolo, Barbaresco and Nebbiolo), as well as to novelties and to trendy wines.Nevertheless, for Marchesi di Barolo, Ontario represents the most important situation: we have been collaborating with the same agent for over 10 years and this makes the difference. In this mar-ket, it is essential to have a sound, well-known brand: here, we work both with the trade, often with restaurants and bars, and with private consumers, who make their personal purchases in state retail outlets. The support of promotional activity is also fundamental: themed evening events, organised in cooperation with the monopoly, allow to retain customer loyalty and support the distribution system.

http://cmp-plast.it/


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sparkling (million Can$) evolUtion valUe (Cagr. %)

Bo

ttled

by co

un

tryS

pa

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bottled (million Can$)

bottled (Can$/liter)


0

50

100

150

200

250

300

350

400

450

500

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million CAN$)

USA Italy France Australia Chile

0

10

20

30

40

50

60

70

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



3,00

4,00

5,00

6,00

7,00

8,00

9,00

10,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (CAN$/liter)


0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain USA

0

10

20

30

40

50

60

70

80

90

100

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million CAN$)


12%

5%

3%

-6%

7% 5%

8%

4%

2%

-4%

5% 4%

USA Italy France Australia Chile Total


2007/11 2012/16

11%

3%

0%

-6%

7%

3%

5%

2%

0%

-4%

4%

2%



2007/11 2012/16

2% 2% 2%

0% 0%

1%

3% 3%

2%

0% 1%

2%



2007/11 2012/16

4%

17%

0%

13%

4%

7%

5%

14%

4%

0%

0%

7%

France Italy Spain USA Germany Total


2007/11 2012/16

4%

19%

2%

16%

6% 7%

10%

18%

7%

1% 2%

10%



2007/11 2012/16


W

Bu

lk b

y cou

ntry





bUlk (million Can$)

bUlk (Can$/liter)

Sp

ark

ling

by co

un

try

sparkling (Can$/liter) evolUtion priCes (Cagr. %)

0,00

5,00

10,00

15,00

20,00

25,00

30,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (CAN$/liter)


0

5

10

15

20

25

30

35

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million CAN$)

Australia Chile USA Italy France

0

5

10

15

20

25

30

35

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0,40

0,60

0,80

1,00

1,20

1,40

1,60

1,80

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (CAN$/liter)


-1%

2% 2% 3%

2%

0%

5%

3% 3%

2% 2%

3%



2007/11 2012/16

19%

-16%

-4%

16%

-2%

5%

20%

58%

8%

-12% -15%

4%

Australia Chile USA Italy France Total


2007/11 2012/16

19%

-6%

4% 10%

-3%

8%

16%

45%

7%

-9% -9%

4%



2007/11 2012/16

0%

12%

8%

-5%

0%

3%

-3%

-8%

-1%

4%

6%

0%



2007/11 2012/16



Bottled 693.265 659.302 645.540 693.462 710.916 698.801 719.080 700.030 731.197 729.968

Bulk 98.926 124.082 233.333 188.071 234.905 397.292 300.678 289.465 276.656 272.589

Total 844.972 831.717 926.764 938.413 1.015.548 1.166.946 1.096.584 1.074.631 1.103.584 1.115.727

thoUsand $ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 727.036 647.927 501.842 624.950 785.415 778.219 821.358 900.520 980.040 1.096.431

Bottled 3.802.702 3.841.483 3.305.082 3.446.810 3.781.984 3.850.997 4.107.248 4.166.331 4.149.813 4.186.763

Bulk 91.950 131.135 175.226 170.732 247.750 427.903 314.496 290.191 249.996 267.074

Total 4.621.688 4.620.545 3.982.150 4.242.492 4.815.149 5.057.119 5.243.102 5.357.042 5.379.849 5.550.268

$/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 13,77 13,41 10,48 10,99 11,26 10,98 10,69 10,58 10,24 9,69

Bottled 5,49 5,83 5,12 4,97 5,32 5,51 5,71 5,95 5,68 5,74

Bulk 0,93 1,06 0,75 0,91 1,05 1,08 1,05 1,00 0,90 0,98

Total 5,47 5,56 4,30 4,52 4,74 4,33 4,78 4,99 4,87 4,97

United States

Import by type


0

100

200

300

400

500

600

700

800

0

50

100

150

200

250

300

350

400

450

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



6,2 5,8 5,2 6,1 6,9 6,1 7,0 7,9 8,7 10,1

82,0 79,3 69,7 73,9 70,0

59,9 65,6 65,1 66,3 65,4

11,7 14,9 25,2 20,0 23,1

34,0 27,4 26,9 25,1 24,4

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


alessio del savioSpokesman; Technical Director;Oenologist of Mionetto, Veneto

sandro sartor - CEO of Ruffino, Tuscany

We are used to considering the USA as a market

that is now strengthened and stable for wine and surely it is, if compared to China. In reality, it is still a steadily evolving and developing market, with enormous, unexpressed potential. If California and the East Coast are already very developed and in some ways very mature markets, showing an average consumption similar to that of many European markets, there are also many states – for example the central ones - where wine is still drunk by a minority of consumers with very low average consumption. Therefore, on the front of the consumer’s education, there is still a lot to do. A particularly interesting opportunity is represented by the Millennials, highlighting a wine consumption share corresponding to one fourth of the total and likely to grow in the mid-short term to 37/38%: they are already today’s consumers. It is true that, presently, the Millennials prefer simple wines with high sugar content, but their current preference is to be intended as an access door to the wine category. It can be a sort of recruitment route: it does not mean that they will always drink sweet wine.

It is essential to consider that we have a large number of consumers who started consuming wine much earlier than the previous generation of baby-boomers did. They have all possibilities to make their taste evolve over time, to acquire more knowledge and competences. This translates to a generation of more competent, receptive consumers that are ready to experiment, to learn and thus to change their tastes. Probably, they are less fixated on some wine categories than their parents, who started drinking wine at the age of forty. Finally, this is a generation more linked to brands and thus more inclined to rely on the brands’ proposals. In a country that is characterised by a steadily changing ethnic “melting pot”, there are social phenomena that affect consumption habits and that we must evaluate carefully. For example, a case is represented by the population of Latin-Hispanic origin: if men are still strongly oriented towards beer and spirits, on the contrary, women are very interested in wine: when they are young, they drink very sweet wine, not necessarily alcopops, but, little by little, they move to more traditional wines, mostly sparkling and

still white wines. Today, in the American market, there are some phenomena that must be taken into account: for example, wines from New Zealand are showing the highest growth rates – first of all, Sauvignon blanc - even if they are sold at not really affordable prices. But New Zealand does not concentrate only on Sauvignon Blanc: it is also strongly betting on Pinot noir. Finally, as new trends compared with the past, there are also Red Blends. In a market that is mainly based on single-varietal wine, blends have always had a hard time. We know well how long it must take for us to explain the D.O.C.G. (Controlled and Guaranteed Designation of Origin) wines allowing complementary vine varieties. The interest in Red Blends reveals a slight change of direction by the American consumers towards more complex tastes, more sophisticated aromas that may create other opportunities also for Italian interpretations, considering that lots of our wines, both D.O.P. (Protected Designation of Origin) and I.G.P. (Protected Geographic Indication) wines are

ultimately red blends. To sum up, I think there are still many interesting opportunities for Italian wines in the next future: our variety allows us to be present in a large number of price ranges and to approach different categories of consumers. Even in the highest price ranges, concerning the so-called “important” wines, a more elegant and cleaner wine style, showing a more marked personality but not aggressive, starts being understood and appreciated. From Italian wines - or we can say from the “Old World” wines in general – the Americans of today expect these qualities and look for these characteristics, thus they do not want them to be confused with the more powerful and satiating American wines. This is a sign that must be understood in all

its importance for the next future.

P rosecco had an amazing development in America: over a short period of time of little more than five years, it has become

the most consumed sparkling wine in absolute terms, with growth rates above 20%. Its popu-larity is to be considered equal to that of Cham-pagne and surely higher than that of Spanish Cava wines, which have been present in the market for very many years. Today, the Americans consider Prosecco as the “Italian bubbly wine” of excellence and actually Prosecco is a unique, distinct wine category, a real icon of the territory. How did we obtain this outcome in such a short time? I think that the recognised high-quality of the product and a certain price-sensitivity, together with the appeal that Italy holds to consumers, have been a winning mix to be successful in a market, which is today sound from a financial point of view. This means that we are growing

with an appropriate quality and a fair re-muneration of all rings in the produc-

tion chain. This does not occur in other markets - certainly not in the UK - where Prosecco had the same boom, but where, due to series of reasons, competition is based more on price.

I believe that the in the next fu-ture there will be significant

growth margins, being the curve trend still in the

expansion phase. The same applies to the

big players of the market, headed by the Cali-fornians, who

BYNUWBERSWINE

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Imp

ort b

y type

import by type (million Us$) share % valUe

0

500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

4.500

0

200

400

600

800

1.000

1.200

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million $)


15,7 14,0 12,6 14,7 16,3 15,4 15,7 16,8 18,2 19,8

82,3 83,1 83,0 81,2 78,5 76,2 78,3 77,8 77,1 75,4

2,0 2,8 4,4 4,0 5,1 8,5 6,0 5,4 4,6 4,8

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


La canna da zucchero converte la

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E i cinici in credenti.

Prima le chiusure alternative non erano considerate valide come il sughero naturale.

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largely invested in communication and prod-uct distribution, thus contributing to the large-scale popularity of Prosecco. Mionetto operates through its sister-company Mionetto USA, with a strategy focused on the brand and on the con-sumers interested in the category. In the long term, when the market will stabilize to normal trends, the challenge will be to gradu-ally accompany the America consumer and help him discover the various aspects related to the world of Prosecco, the differences in the way of producing and thinking behind this product, ac-tually allowing more possibilities to the various terms we use today. There are important bases to do a quality work and Italian wine-makers will be able to fully seize this great opportunity.


0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Sparkling (right axis) Bottled Bulk

BYNUWBERSWINE

W

www.trerechimica.com

http://it.nomacorc.com/


W


Bo

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by co

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pa

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bottled (th. Us$)

bottled (Us$/liter)


0

50.000

100.000

150.000

200.000

250.000

300.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (th. liters)

Italy France Australia New Zealand Argentina

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (th. $)


2,00

4,00

6,00

8,00

10,00

12,00

14,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled ($/liter)


0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th.liters)

France Italy Spain

0

100.000

200.000

300.000

400.000

500.000

600.000

700.000

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th. $)


2%

-3%

-7%

4%

23%

1% 1%

7%

-4%

14%

0%

1%

Italy France Australia New Zealand Argentina Total


2007/11 2012/16

3%

-4%

-11%

4%

24%

0%

3% 3%

-6%

13%

1% 2%



2007/11 2012/16

1%

-1%

-4%

0%

1%

-1%

2%

-4%

-2%

-1%

1% 1%



2007/11 2012/16

-1%

15%

8%

12%

4% 7%

9%

18%

6%

-13%

3%

12%

France Italy Spain Australia Germany Total


2007/11 2012/16

-2%

15%

6%

16%

5% 2%

6%

17%

6%

-13%

7% 9%



2007/11 2012/16


W

Bu

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evolUtion volUme (Cagr. %)bUlk (th. liters)

Sp

ark

ling

by co

un

try


0,00

5,00

10,00

15,00

20,00

25,00

30,00

4,00

4,50

5,00

5,50

6,00

6,50

7,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th. $)


0

20.000

40.000

60.000

80.000

100.000

120.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

> 2 l and bulk (th. liters)

New Zealand Chile Australia Italy Argentina



bUlk (th. Us$)

bUlk (Us$/liter)

0

20.000

40.000

60.000

80.000

100.000

120.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

> 2 l and bulk (th. $)


0,00

1,00

2,00

3,00

4,00

5,00

6,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

> 2 l and bulk ($/liter)


-1%

0%

-1%

3%

1%

-5%

-2% -1%

0%

0%

3%

-3%



2007/11 2012/16

332%

144%

19% 7% 15% 24% 11%

-1% -13% -2% -40%

-9%

New Zealand Chile Australia Italy Argentina Total


2007/11 2012/16

273%

127%

25% 11%

44% 28%

12%

-13% -17%

0%

-34% -11%



2007/11 2012/16

-14%

-7%

5% 3%

25%

3% 1%

-12%

-4%

3%

9%

-2%


Evolution prices (Cagr % )

2007/11 2012/16

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liters 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 2.829.435 3.146.509 2.671.604 3.595.126 4.059.642 4.331.210 3.965.490 4.089.587 3.890.957 3.666.958

Bottled 57.405.496 54.275.165 55.763.071 70.737.756 72.369.600 72.241.572 66.206.657 76.187.856 77.671.298 87.823.615

Bulk 211.209 139.123 246.357 270.125 335.963 1.985.264 1.111.756 460.572 365.730 549.940

Total 60.446.140 57.560.797 58.681.032 74.603.007 76.765.205 78.558.046 71.283.903 80.738.015 81.927.985 92.040.513

Us$ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 18.323.408 20.144.176 19.473.089 27.961.112 32.605.594 37.665.799 34.652.523 34.261.037 32.863.323 21.047.824

Bottled 156.306.493 165.387.457 176.092.586 223.058.960 261.570.242 260.965.670 254.319.243 289.567.268 258.299.125 260.206.438

Bulk 582.989 304.845 480.137 507.431 486.861 1.814.634 1.246.932 686.044 680.647 675.456

Total 175.212.890 185.836.478 196.045.812 251.527.503 294.662.697 300.446.103 290.218.698 324.514.349 291.843.095 281.929.718


Bottled 2,72 3,05 3,16 3,15 3,61 3,61 3,84 3,80 3,33 2,96

Bulk 2,76 2,19 1,95 1,88 1,45 0,91 1,12 1,49 1,86 1,23

Total 2,90 3,23 3,34 3,37 3,84 3,82 4,07 4,02 3,56 3,06

Import by typeBrazil

import by type (th. Us$)

import by type (th. liters)


share % valUe

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

80.000

90.000

100.000

0

500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

4.500

5.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

8,00

9,00

10,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



share % volUme

4,7 5,5 4,6 4,8 5,3 5,5 5,6 5,1 4,7 4,0

95,0 94,3 95,0 94,8 94,3 92,0 92,9 94,4 94,8 95,4

0,3 0,2 0,4 0,4 0,4 2,5 1,6 0,6 0,4 0,6

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


10,5 10,8 9,9 11,1 11,1 12,5 11,9 10,6 11,3 7,5

89,2 89,0 89,8 88,7 88,8 86,9 87,6 89,2 88,5 92,3

0,3 0,2 0,2 0,2 0,2 0,6 0,4 0,2 0,2 0,2

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value



W

Sp

ark

ling

by co

un

try


0

200

400

600

800

1.000

1.200

1.400

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain Argentina

14%

-2%

27%

16%

8% 9%

-1% 0%

1%

-22%

-4% -4%

France Italy Spain Argentina Chile Total


2007/11 2012/16

Bo

ttled

by co

un

try


evolUtion valUe (Cagr. %)bottled (th. Us$)

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

45.000

50.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Chile Argentina Portugal Italy France

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (th. $)


bottled (Us$/liter)

1,00

2,00

3,00

4,00

5,00

6,00

7,00

8,00

9,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled ($/liter)



16%

13%

10% 13% 12%

14%

7%

-5% -5%

-7% -7%

0%

Chile Argentina Portugal Italy France Total


2007/11 2012/16

6%

11%

4% 5%

6% 7%

-2% -4%

-8%

-3%

-11%

-5%



2007/11 2012/16

9%

2%

6% 7%

5% 6%

10%

-1%

3%

-4%

4% 5%



2007/11 2012/16


W

www.erbsloeh.com

Rappresentanza per l’italiaSig. Andrea Macchia • Tel.:+39 3383138969E-Mail: [email protected]

NUOVO

NUOVO

AZ Erbslöh_Corriere Vinicolo_Trenolin 135x208_RZ.indd 1 21.06.16 12:23

WE ALWAYS FIND A SOLUTION

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Since 1976, TMG Impianti has been designing and developing automated packaging systems to pack, palletize and handle different kinds of product in several industries: food, water and beverages, beer, wine and liquor, edible and lube oil, detergents and homecare, bags and shrink-wrap products.

Thanks to the know-how developed in forty years of business, TMG’s products range is the perfect solution to meet the customer’s end of line packaging requirements.

sparkling (th. Us$)

sparkling (Us$/liter)



Sp

ark

ling

by co

un

try

0

5.000

10.000

15.000

20.000

25.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th. $)

France Italy Spain Argentina

0,00

5,00

10,00

15,00

20,00

25,00

2,00

2,50

3,00

3,50

4,00

4,50

5,00

5,50

6,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling ($/liter)

France (right axis) Italy Spain Argentina

17%

2%

32% 28%

12% 15%

-15% -9% -8%

-25%

2%

-14%



2007/11 2012/16

2% 5% 4%

10%

4% 6%

-14%

-8% -9%

-4%

6%

-10%



2007/11 2012/16

www.tmgimpianti.com

www.erbsloeh.com

www.federfintech.com


W


0

2

4

6

8

10

12

14

16

0

100

200

300

400

500

600

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Sparkling (right axis) Bottled Bulk

import by type (million Us$)

0

500

1.000

1.500

2.000

2.500

0

20

40

60

80

100

120

140

160

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million US$)



0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (US$/liter)


Import by typeChina

share % volUme

1,1 1,6 2,3 3,6 2,3 2,0

28,5 34,9

52,7 51,1 66,0 67,6

73,9 75,0 71,3 75,5

70,6 64,1

46,4 47,9 32,9 30,8

23,8 21,3 26,4 22,5

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


share % valUe

5,3 5,4 3,4 3,5 2,7 3,8 4,2 5,4 3,0 2,4

71,6 72,5 82,5 82,2 88,6 87,1 88,9 90,0 92,2 92,8

23,1 22,1 14,1 14,3 8,7 9,1 6,9 4,6 4,9 4,8

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


daniele simoniCEO of Schenk Italia, Alto Adige

Fabio maCCari - General Manager of Mezzacorona, Trentino

Some years ago, the aus-terity introduced by the Chinese Government

seriously affected the sales of luxury French wines. Every-body thought that it was the beginning of the end for Bor-deaux, but today, on the con-trary, we know that the cam-paign “En Primeur 2017” has been record-breaking, with the most part of sales carried out in China. The strength of the big French brands, well-developed throughout the country, allowed to cope with the situation and even to open the doors to a se-ries of other products – second-range – which are being well sold in the “real” market, such as the wines from Languedoc-Roussillon or from Rhône. Contrary to the French wine,

the Italian product is much more

difficult to be understood by the Chinese: except for few

d e n o m i n a -tions or some

well-known brands, the aver-age Chinese consumer knows little about our wines. There are also big differences between Italy and Australia, second ex-porter of wine to China. The Australians – besides relying on a privileged tax system and thanks to geographic proximity - aimed for China with a stra-tegic mix made up of flows of immigration and tourism that are increasingly improving the Chinese image of this country, today considered as “producer of premium wines” to all effects.Then, on which assets must Ita-ly focus? We can give a reply by analysing the different types of sales channels. Most products travel online or are sold at su-permarkets: both these systems do not create wine culture for the consumer, which is neces-sary to promote the image of the Italian wine. Those who buy wine online think they can favourably purchase products that are only apparently offered at special prices. In addition, platforms always need new products and they are unlikely to create loyalty to a brand or a territory, on the contrary, they are interested in exploiting the brand, often by reducing its av-erage price. The sales through traditional distribution chains is really suf-fering the lack of knowledge about the product, which is ac-companied with the average Chinese consumer’s impossi-bility of understanding West-

ern writing: therefore, the sales volumes are still extremely re-duced, especially those of Ital-ian wines that are confined to a secondary role, being the chains of Chinese or French brand.What can boost Italian wine are two types of quite recent phe-nomena: on one side, franchis-ing or privately-owned wine-house chains, with their own internal tasting spaces open to the public. Here products can be tasted and explained by ex-pert staff. It is a system that, we think, may give more important results, mainly in the mid-long term. At restaurants, wine is more and more often proposed and recommended and this means that even this strategic sector is using wine as a prod-uct that qualifies and completes a certain level of gastronomic proposal. This small signs are starting virtuous dynamics upstream of the distribution chain, if it is true that over the last few years we have been experiencing a growing direct interest in Ital-ian wines by importers and dis-tributors: it means that there is an increasing demand by the consumers. If the online sales and those carried out through large-scale retail chains are the present channels, the future will imply a consumption in-crease of more Western-style wines, at least for Italian pre-mium wine, which, more than any other, needs consumer’s knowledge.

China is a market with great potential, where Italy is called to play a leading role, being the first world producer and

exporter. Today, there is still a deep gap separa-ting Italy from other countries that arrived be-fore, like France, or better, like Australia or Chile more recently: actually, the automatic relation “Italy means wine”, which is typical of the USA or of Germany, is not common in China, but it has to be created.Being this a market that is growing year by year and having Italy no particular sales problems either worldwide or in the domestic market, which is coming back to pre-crisis levels, I think that there is scope to plan mid-long-term stra-tegies that may be based on some key points: first of all, the qualitative profile of the product, which visually corresponds to its positioning on the shelf. Although legitimately there is a place for a very wide range of wines, from entry- level to high-end products, I believe that medium-hi-gh quality products are those that should ideally express Italian production. These are the wines that could spread the image of a wine-making country, capable of identifying and understan-ding the market target and the consumers’ range that is pushing more in terms of consum-ption, i.e. the Chinese middle class, today living in the first- and second-tier cities.As far as the product portfolio is concerned, I think that it is useful to keep in mind the exam-ple of the French: although they have a system of designation as articulated and complicated as the Italian one, they have some universally well-known examples representing all wines (Bordeaux, Burgundy, Champagne and recently Provence in the USA), which favourably drive the other wine types. It is not by chance that in the Chinese market, where Bordeaux is a “must”, to-day even the “second rows” are growing, such as Rhône and Languedoc-Roussillon. If we intend

to follow this path, which should be virtuous ac-cording to the figures, when approaching mar-keting and promotion issues, the challenge for our country will be to try identifying those “spe-cial types”, capable of drawing the attention of consumers and leading the way with downstre-am effects for the whole system. In order to hold everything together, then we must build the framework, i.e. the general ima-ge of Italy as a wine-making country. Conside-ring the size and the peculiarities of the market and due to its structural deficits (lack of Italian immigration, absence of driving effect coming from Italian cooking), I think that it is neces-sary to connect wine with other sectors, which already identify our country as producer of ex-cellence: not only food farming, but also fashion, design and luxury car production. Product quality, clearer communication and information about our large variety, a country brand: if we succeed in composing this mosaic, there will really be numerous opportunities in China for Italian wine-makers - for all of them, small and big ones.


W


Bottled 42.287 57.504 91.034 146.279 241.336 266.512 279.046 288.276 394.934 481.778

Bulk 104.716 105.675 80.197 137.063 120.257 121.584 89.793 81.908 146.032 143.857

Total 148.240 164.861 172.873 286.061 365.537 394.423 377.541 384.140 553.574 638.168

th. Us$ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 13.520 20.374 15.660 28.008 38.861 60.683 64.783 82.738 60.280 56.581

Bottled 184.055 275.851 377.254 655.206 1.272.899 1.376.937 1.383.039 1.365.837 1.872.774 2.194.981

Bulk 59.504 84.181 64.443 113.912 124.574 143.948 107.816 69.621 98.617 112.833

Total 257.079 380.406 457.357 797.125 1.436.334 1.581.567 1.555.639 1.518.195 2.031.671 2.364.395


Bottled 4,35 4,80 4,14 4,48 5,27 5,17 4,96 4,74 4,74 4,56

Bulk 0,57 0,80 0,80 0,83 1,04 1,18 1,20 0,85 0,68 0,78

Total 1,73 2,31 2,65 2,79 3,93 4,01 4,12 3,95 3,67 3,70

Bo

ttled

by co

un

try




bottled (million Us$)

bottled (Us$/liter)

0

200

400

600

800

1.000

1.200

0

100

200

300

400

500

600

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million US$)

France (right axis) Australia Chile Spain Italy

0

50

100

150

200

250

0

10

20

30

40

50

60

70

80

90

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France (right axis) Australia Chile Spain Italy

1,00

2,00

3,00

4,00

5,00

6,00

7,00

8,00

9,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (US$/liter)

France Australia Chile Spain Italy

66%

39%

60% 54%

39%

55%

11%

24% 30% 28%

7%

16%

France Australia Chile Spain Italy Total


2007/11 2012/16

71%

52%

69%

49% 44%

62%

7%

27% 25%

16% 10% 12%



2007/11 2012/16

3%

9%

5%

-3%

4% 5%

-3%

3%

-4%

-10%

2%

-3%



2007/11 2012/16

Imp

ort b

y type

China


W

evolUtion volUme (Cagr. %)bUlk (million liters) Bu

lk b

y cou

ntry


12,00

14,00

16,00

18,00

20,00

22,00

2,00

2,50

3,00

3,50

4,00

4,50

5,00

5,50

6,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (US$/liter)

France (right axis) Italy Spain Australia Germany

0

20

40

60

80

100

120

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Chile Australia Spain USA France


Sp

ark

ling

by co

un

try

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

45.000

50.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (th. US$)

France Italy Spain Australia Germany

sparkling (th.liters) evolUtion volUme (Cagr. %)

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Italy Spain Australia Germany

21%

54%

40% 42%

32% 34%

-7%

32%

60%

1% 2%

19%



2007/11 2012/16

26%

52%

41% 43%

27% 30%

-13%

23%

37%

-2% -1% -2%



2007/11 2012/16

5%

-1%

0% 1%

-4% -3%

-7% -7%

-15%

-2% -3%

-17%



2007/11 2012/16

-22%

1%

54%

-7%

16%

4%

21%

32%

-19%

5%

-25%

4%

Chile Australia Spain USA France Total


2007/11 2012/16


W

liters 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 978.954 1.105.302 1.031.243 1.597.750 1.612.035 2.163.204 2.294.468 2.376.240 2.556.129 2.205.152

Bottled 20.626.207 27.138.649 32.377.040 36.977.113 45.497.549 47.403.810 47.103.889 49.759.415 59.671.812 59.772.853

Bulk 1.752.120 2.083.287 1.464.005 1.424.338 1.071.798 982.590 724.096 258.092 1.115.627 939.341

Total 23.357.281 30.327.238 34.872.288 39.999.201 48.181.382 50.549.604 50.122.453 52.393.747 63.343.568 62.917.346

th. hkd 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 143.596 189.336 189.207 274.801 341.517 424.498 461.698 492.379 495.251 473.646

Bottled 1.440.590 2.656.533 3.826.833 6.691.387 9.404.641 7.610.536 7.521.925 7.909.508 10.233.527 11.504.313

Bulk 8.650 13.712 42.879 45.544 73.783 44.761 41.355 32.664 32.026 64.925

Total 1.592.836 2.859.581 4.058.919 7.011.733 9.819.941 8.079.795 8.024.978 8.434.551 10.760.804 12.042.884

hkd/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 146,68 171,30 183,47 171,99 211,85 196,24 201,22 207,21 193,75 214,79

Bottled 69,84 97,89 118,20 180,96 206,71 160,55 159,69 158,96 171,50 192,47

Bulk 4,94 6,58 29,29 31,98 68,84 45,55 57,11 126,56 28,71 69,12

Total 68,19 94,29 116,39 175,30 203,81 159,84 160,11 160,98 169,88 191,41

Import by typeHong Kong


0

10

20

30

40

50

60

70

0,0

0,5

1,0

1,5

2,0

2,5

3,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



share % volUme

4,2 3,6 3,0 4,0 3,3 4,3 4,6 4,5 4,0 3,5

88,3 89,5 92,8 92,4 94,4 93,8 94,0 95,0 94,2 95,0

7,5 6,9 4,2 3,6 2,2 1,9 1,4 0,5 1,8 1,5

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume




bUlk (million Us$)

bUlk (Us$/liter)

0

10

20

30

40

50

60

70

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (million US$)


0,00

0,50

1,00

1,50

2,00

2,50

3,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bulk (US$/liter)


-1%

25%

68%

9%

31% 20%

-1%

12%

-24%

9%

-20%

-6%



2007/11 2012/16

27% 25%

9%

17% 13%

16%

-18% -15%

-6%

4% 6%

-10%



2007/11 2012/16

Bu

lk b

y cou

ntry


W

import by type (million hkd)

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

0

100

200

300

400

500

600

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million HKD)


Bo

ttled

by co

un

tryIm

po

rt by typ

e




bottled (million hkd)

bottled (hkd/liter)

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million liter)

China France UK Australia USA

0

500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

4.500

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million HKD)

China France UK Australia USA

0,00

50,00

100,00

150,00

200,00

250,00

300,00

350,00

400,00

450,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (HKD/liter)

China France Australia USA

share % valUe

9,0 6,6 4,7 3,9 3,5 5,3 5,8 5,8 4,6 3,9

90,4 92,9 94,3 95,4 95,8 94,2 93,7 93,8 95,1 95,5

0,5 0,5 1,1 0,6 0,8 0,6 0,5 0,4 0,3 0,5

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


import by type (hkd/liter)

0,00

50,00

100,00

150,00

200,00

250,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (HKD/liter)


40%

30% 38%

8%

26% 22%

64%

-5%

1% 7%

16%

6%

China France UK Australia USA Total

Evolution volume (Cagr % 2011/16)

2007/11 2012/16

121%

60%

81%

25%

89%

60%

107%

1%

-2%

9%

-3%

11%


Evolution value (Cagr % 2011/16)

2007/11 2012/16

57%

23% 31%

17%

50%

31% 26%

6%

-3%

2%

-16%

5%


Evolution prices (Cagr % 2011/16)

2007/11 2012/16


W

Import by type

Japan

import by type (million yen)


import by type (yen/liter)

share % valUe

share % volUme

12,4 13,4 11,4 12,3 11,9 11,4 11,8 12,4 12,1 13,2

72,0 69,7 71,1 69,3 69,7 70,8 68,8 67,2 66,5 64,5

15,6 16,9 17,5 18,5 18,4 17,8 19,5 20,4 21,3 22,3

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


29,5 29,9 23,4 28,5 28,3 27,9 26,5 29,1 30,0 33,0

68,0 67,4 73,0 67,5 67,5 67,7 68,6 66,2 65,0 62,2

2,6 2,7 3,6 4,0 4,2 4,4 4,9 4,7 5,0 4,9

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (million yen) Sparkling Bottled Bulk

0,00

500,00

1.000,00

1.500,00

2.000,00

2.500,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Import by type (yen/liter)


0,0 20,0 40,0 60,0 80,0

100,0 120,0 140,0 160,0 180,0 200,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



qUiriCo deCordi - Owner of Vinicola Decordi, Lombardy

Japan has remained one of the soundest markets in the world in terms

of wine consumption: since when, at the end of the nine-ties, thanks to the French Paradox, the latest trend was “wine associated with healthy properties”, the market kept on growing, thus becoming one of the strongholds of Italian wine.This has not been so much a volume rise, but rather mainly a value and qualitative growth. At first, Italy mostly exported common wines, but then the market of “fine wines” started expanding and Italians suc-ceeded in proposing increas-ingly more important wines of origin, such as Chianti, Ama-rone and different sorts from Piedmont and Sicily; these ones have recently been re-porting a real upsurge in sales.Of course, there were and there are innovations. The most recent phenomenon regards sparkling wines, with Lambrusco types from Emilia and from Lombardy that are opening interest-ing consumption paths.

Being Japan a rich market with a sound economy, despite the numerous misfortunes en-countered over the last years, it has been attracting many competitors, especially Chil-eans and Australians. Thanks to free-trade agreements, they are able to offer their prod-ucts at very competitive prices compared to the European ones. Over the last ten years there has been a real boom in the sales of Chilean products, both of bottled and bulk wine to be bottled in Japan: thanks to very aggressive policies and to the privileged agreements signed with the Japanese Gov-ernment, today Chile has be-come the first exporting coun-try of bottled and bulk wine in volume terms and it is the real competitor. For these reasons, I have to say that the free-trade agreement just signed between the Eu-ropean Union and Japan is of crucial importance, as it will fi-nally allow the European wine-makers to compete with the “giants” of the Southern hemi-sphere on equal terms.


W

Bo

ttled

by co

un

tryIm

po

rt by typ

eS

pa

rklin

g

by co

un

try

0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

20.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (million yen)

France (right axis) Chile Italy USA Spain



bottled (million yen)

bottled (yen/liter)

0,00

200,00

400,00

600,00

800,00

1.000,00

1.200,00

1.400,00

1.600,00

1.800,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (yen/liter)

France Chile Italy USA Spain


0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Spain Italy


0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Chile Italy USA Spain


Bottled 120,0 119,7 128,5 134,3 145,1 182,1 181,0 181,7 186,4 173,2

Bulk 26,0 29,0 31,7 35,8 38,4 45,8 51,3 55,3 59,7 60,0

Total 166,7 171,8 180,7 193,9 208,3 257,2 263,2 270,4 280,1 268,6

million yen 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 42.832 40.617 23.164 28.757 29.489 34.475 39.943 49.525 53.188 53.085

Bottled 98.715 91.638 72.208 68.019 70.293 83.573 103.478 112.547 114.983 100.061

Bulk 3.718 3.649 3.564 4.055 4.360 5.464 7.333 7.981 8.854 7.811

Total 145.265 135.904 98.935 100.831 104.142 123.512 150.755 170.053 177.025 160.957

yen/liter 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 2.068,19 1.762,11 1.128,28 1.208,28 1.189,07 1.175,95 1.289,53 1.482,90 1.563,22 1.494,31

Bottled 822,96 765,37 561,93 506,47 484,45 458,99 571,68 619,28 616,92 577,87

Bulk 143,02 125,88 112,38 113,24 113,54 119,37 143,05 144,35 148,40 130,27

Total 871,63 791,20 547,39 519,99 499,96 480,28 572,68 628,84 632,08 599,16

-1%

23%

6%

-2%

17%

5%

-7%

12%

-2%

-11%

-6%

-1%

France Chile Italy USA Spain Total


2007/11 2012/16

-12%

10%

-6% -7%

1%

-8%

1%

18%

4%

13%

1%

5%



2007/11 2012/16

-11% -11% -11% -6%

-14% -12%

8% 5% 6%

27%

7% 6%



2007/11 2012/16

-1%

8% 5%

73%

7% 5% 3% 8%

2%

38%

9% 5%

France Spain Italy Chile Australia Total


2007/11 2012/16


W

Import by typeSouth Korea

import by type (th. liters)

liters 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 566.800 731.756 1.029.209 1.238.841 1.893.599 2.550.153 3.001.324 3.410.874 4.226.230 4.011.572

Bottled 26.243.174 23.541.706 18.418.787 19.742.318 20.424.955 21.999.266 24.828.452 25.357.436 27.385.714 26.482.335

Bulk 5.000.214 4.521.799 3.561.429 3.586.959 3.685.226 3.533.721 4.716.774 4.459.545 5.192.902 6.878.703

Total 31.810.188 28.795.261 23.009.425 24.568.118 26.003.780 28.083.140 32.546.550 33.227.855 36.804.846 37.372.610

th. Us$ 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016Sparkling 7.878 9.171 9.363 10.362 15.091 18.544 21.357 24.768 28.842 32.017

Bottled 137.331 152.022 99.367 98.992 112.798 124.252 143.873 152.434 155.725 153.697

Bulk 5.156 5.319 3.720 3.534 4.188 4.462 6.542 5.184 5.199 5.704

Total 150.365 166.512 112.450 112.888 132.077 147.258 171.772 182.386 189.766 191.418


Bottled 5,23 6,46 5,39 5,01 5,52 5,65 5,79 6,01 5,69 5,80

Bulk 1,03 1,18 1,04 0,99 1,14 1,26 1,39 1,16 1,00 0,83

Total 4,73 5,78 4,89 4,59 5,08 5,24 5,28 5,49 5,16 5,12

0

5.000

10.000

15.000

20.000

25.000

30.000

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



share % volUme

1,8 2,5 4,5 5,0 7,3 9,1 9,2 10,3 11,5 10,7

82,5 81,8 80,0 80,4 78,5 78,3 76,3 76,3 74,4 70,9

15,7 15,7 15,5 14,6 14,2 12,6 14,5 13,4 14,1 18,4

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % volume


Sp

ark

ling

by co

un

try

sparkling (million yen)

sparkling (yen/liter)



0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

45.000

0

500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

4.500

5.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (million yen)

France (right axis) Spain Italy

0,00

500,00

1.000,00

1.500,00

2.000,00

2.500,00

3.000,00

3.500,00

4.000,00

0,00

100,00

200,00

300,00

400,00

500,00

600,00

700,00

800,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Sparkling (yen/liter)

France (right axis) Spain Italy

-11%

0% -3%

70%

1%

-9%

12% 8% 7%

40%

6% 11%



2007/11 2012/16

-10% -8% -8%

-2%

-6%

-13%

9%

0%

5%

2%

-3%

6%



2007/11 2012/16


W

import by type (th. Us$)


0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

180.000

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

16,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016



Imp

ort b

y type

share % valUe

5,2 5,5 8,3 9,2 11,4 12,6 12,4 13,6 15,2 16,7

91,3 91,3 88,4 87,7 85,4 84,4 83,8 83,6 82,1 80,3

3,4 3,2 3,3 3,1 3,2 3,0 3,8 2,8 2,7 3,0

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Share % value


Bo

ttled

by co

un

try




bottled (th.Us$)

bottled (Us$/liter)

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

9.000

10.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


France Chile USA Italy Spain

0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled (th. $)


0,00

2,00

4,00

6,00

8,00

10,00

12,00

14,00

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Bottled ($/liter)


-15%

3%

-13%

-1%

1%

-6%

2%

8%

-4%

0%

7% 5%

France Chile USA Italy Spain Total


2007/11 2012/16

-10%

4%

-7%

-2%

3%

-5%

3%

8% 6%

2%

11%

5%



2007/11 2012/16

5%

1%

6%

-1%

1% 1% 1%

-1%

10%

2%

4%

1%



2007/11 2012/16

Dietro l’etichetta Nortan trovate i migliori impianti, professionistiesperti, risposte certe.Nortan nasce nel 1981 e da allora ha sempre mantenuto le proprie promesse. Quando un prodotto Nortan viene immesso sul mercato state certi: ha superato mille test. Se Nortan dice 30.000 bottiglie/ora è perchè sono 30.000 bottiglie/ora. Per i nuovi impianti della vostra linea di produzione chiamate Nortan. Trovere-te un consulente a 360°.

Un impianto Nortan vi garantisce molti anni di performances ineguagliabili.E’ facile da impiegare. E’ affidabile anche in condizioni estreme. E’ rapidamente conformabile a produzioni diverse. Garantisce altissima preci-sione. Dispone di coclea universale. Si comanda da un video “touch-screen”. Si regola automaticamente in funzione dell’altezza delle bottiglie. Ha velocità di produzione e delle torrette sincronizzate. Può essere acquistato sia per singole stazioni che in versione linea integrata.

Nortan S.r.l. Via dell'Industria 37040 VERONELLA (VR) ITALY - Tel.+39 0442 47844 - Fax +39 0442 47990 - www.nortan.it E-mail: [email protected]

Mod. PRISMA 20+20 TR

www.stp.it

www.nortan.it

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