Value of Valdobbiadene Prosecco increased in 2016
2017 has got off to a great start for Conegliano Valdobbiadene Prosecco DOCG. The first estimates for the year that has just ended are around 90 million bottles sold and a significant growth in value in Italy, but also across borders. The annual Financial Report for 2016, drawn up by the Study Centre for the Conegliano Valdobbiadene District coordinated by CIRVE (Interdepartmental Centre for Research in Viticulture and Enology) of the University of Padua, describes a very healthy designation from an economic and productive point of view, whose growth seems unstoppable.
What lies behind the success of Prosecco DOCG
“Our Designation is a worldwide success, beginning with an area limited to 15 municipalities between Conegliano and Valdobbiadene. Since the creation of the Designation in 1969, it has never increased its boundaries.” This is how Innocente Nardi, president of the Conegliano Valdobbiadene Prosecco Superiore DOCG protection consortium, commented on the report presented in December. “The estimated production volume for 2016 (90 million bottles) means an 8% increase compared to 2015. Maintaining the same vineyard surface area is an exceptional merit, linked to the strong identity that our wine has for our producers.” Such a strong link that the area has been nominated as a UNESCO World Heritage Site.
Performance since 2015
The growth of the Valdobbiadene DOCG phenomenon was already highlighted in the 2015 statistics, when certified production reached 83.7 million bottles in the designation, up 6% in volume and 10% in value compared to the previous year. As for sales, also the domestic market has responded well: 2015 (compared to 2014) saw an increase of 15% in value and 12% in volume, especially in southern Italy and the islands.
The growth in value is even more marked abroad, where volumes remained basically the same but the overall value increased by 7.5%. Germany is in first place in the international market, despite the decrease in the market of foreign sparkling wines, with a 7% increase in value. In the United Kingdom, the second country in the world for imports of sparkling wine, Conegliano Valdobbiadene DOCG increased by a staggering 21% in value, while in the USA (the first country for sparkling wine imports and fourth export market for Valdobbiadene) registered a 9.3% increase in value and 7.9% in volume: 12.8 million euros for 2.8 million bottles.
Volume and value of Valdobbiadene in 2016: HORECA and Mass Market Retail
The turnover for 2015 in the HORECA sector was 85.9 million euros for 13.2 million bottles (up 21% in value and 14% in volume compared to 2014). The central buying offices totalled over 89.4 million euros for 17.7 million bottles. Wholesalers reached a value of over 61.2 million euros (+27%) for a volume of 12.2 million bottles (+18%). In MMR, on the other hand, the estimate for the first 10 months of 2016 ascribed 55% of overall sales of Prosecco (+19%) to Valdobbiadene, for an overall turnover of 56 million euros (source: IRI. Hypermarkets, Supermarkets, Mini-markets, data up to October 2016).
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