Wines: this is what consumers buy online

According to industry stats in 2021, here are the: cultivated wines more in its own category related to online sales. They are the Lugana for the whites, the Primitivo di Manduria for the reds. We also find Conegliano Valdobbiadene Prosecco Superiore for sparkling wines and Salento Igt for rosé wines. The sector’s turnover is mainly driven by: Menresponsible for more than 80% of the bottles purchased during the year.

If Generation X represents the predominant range for all four wines, the under-40s tend to prefer Primitivo di Manduria, while the baby boomers are more focused on Lugana consumption.

Denis Pantini, agri-food manager and wine monitor at Nomisma

Meanwhile, the first half 2022 compared to more than 100 thousand Italian online wine buyers reports strong growth for Prosecco Doc, for the red wines there are Nobile di Montepulciano and Toscana IGTs. For whites, there was an increase in sales of Verdicchio dei Castelli di Jesi.

Then the regional distribution turnover in the sector in 2021. Lombardy is in first place as a purchasing region. The data starts at 25% of the total turnover in the case of Salento IGT to more than 36% for Lugana. In second place Lazio ahead of both Primitivo di Manduria (15%) and Salento Igt (14%), Veneto ahead of Lugana (14%). Dan Emilia-Romagna for Valdobbiadene Prosecco Superiore (12%).

The average price of the bottles sold is 8.69 euros for the Primitivo, 8.46 euros for the Lugana. Then 6.66 euros for Valdobbiadene Prosecco (+ 4.7%) and 6.58 euros for Salento Igt. The largest growth in its category concerns Amarone della Valpolicella, Barolo and Champagne. Again, Lombardy is the first region of purchase, then Lazio for Amarone and Barolo, while Emilia-Romagna for Champagne.