The Conegliano Valdobbiadene Prosecco DOCG consortium, together with the CIRVE research institute of the University of Padua, has presented its preliminary 2020 annual results. Thanks to a strong diversification of sales channels, growth in Italian food retail and in new markets, as well as the good performance of classic markets such as Germany and Switzerland, the 2019 record figures were maintained both in value (+0.4%) and in volume (+0.02%).
A total of 92.1 million bottles were sold again, and turnover added up to €526.6 million thanks to the 0.4 percent increase in the average price to €5.72. On the domestic market, the 2.5 percent increase in volume was offset by a 3.8 percent drop in price (to €5.72), which is mainly due to the shift in sales channels. The food retail sector gained 16.8 percent in Italy. Exports lost sales (-4%), but the average price rose to €5.57 (+2.2%). As expected, online sales swelled the most, with the economic report indicating a growth of 326 percent.
The UK still held its position as the main export market in 2019 thanks to its colossal growth rates, but sales plunged 36 percent in 2020 while turnover fell 25.7 percent. The UK bought a total of around 8.1 million bottles and paid around €46.7 million for them.
Germany, in second place, made a good impression thanks to an 8.5 percent increase in value to €42.8 million against a 2.3 percent increase in volume (6.9 million bottles). Switzerland defended its third place with an 8.6 percent increase in sales (5.64 million bottles) and a 14.3 percent increase in price (€28.4 million). The USA slipped from fourth to sixth place: prices there fell even more sharply (-41.2% to €6.6 million) than sales (-39.1% to 1.7 million bottles). On the other hand, Benelux took fourth place in the export market ranking with an increase of 25.9 percent in volume and 27.6 percent in value. Austria, fifth place, was also considerably thirstier than in the previous year (+34.3%/2.1 million bottles), but also more "price-conscious" (+24.5%/€10.1 million). The Britzler from the historic Prosecco region also performed well in Russia, Canada, Scandinavia and in smaller markets like Japan and France. vc
