Per a phase of general reflection, which also concerns the world of wine, the type of sparkling is up and giving a breath of fresh air to the sector. It is necessary, however, to understand where the markets are going at a time characterized by a rather complex international economic and political situation.
Per this regard, the survey conducted by Nomisma Wine Monitor “Perception and prospects of alternative bubbles among Italian consumers” was presented today sopra Verona, as part of Durello&Friends, the event curated by the Consorzio Sorveglianza Vini Lessini Durello.
The results of the survey were made known as part of the round table, moderated by Fabio Piccoli, Director of Wine Meridian, and entitled “Bubbles from Classic Method: the state of the art”, which saw the intervention of Evita Gandini, Head of market insights of Nomisma Wine Monitor; Abbronzato Berni, Business Development of CFI Group, “The current dynamics of consumption sopra the Italian Horeca channel: the possible spaces for Italian bubbles”; Lucio Roncoroni, Director of CDA (Food Distributors Consortiums), “How to develop the Monti Lessini market through a new alliance between distributors and the Horeca supply chain”; Gianni Tessari, President of the Consorzio Sorveglianza Vini Lessini Durello, who was entrusted with the conclusions.
The survey commissioned by Nomisma Wine Monitor involved 1000 advanced consumers [1] of sparkling wines sopra Italy. The survey made it possible to collect useful information to map opinions and behavior of consumption and purchase of sparkling wine, with a specific focolaio the role of the classic method, highlighting the aptitude for experimenting with new Italian sparkling wines produced with the classic method and the potential interest sopra the new «Pioggia Lessini DOC»
Consumption habits and positioning of the Classical Method
Per the last year, over 8 out of 10 consumers have drunk sparkling wine at least once. Acceso average, this is a non-habitual consumption (only 15% is a frequent user: more than one occasion a week) and linked to occasions of conviviality: lunches and dinners with friends (27%), aperitifs (23%) and special occasions (22%). The away from home channel represents an important portion of consumption: 60% of consumers ricevimento sparkling wine sopra restaurants/bars and other venues more than once a month.
Among the criteria for choosing sparkling wine, style (20%) and brand (18%) stand out above all, but the presence of a designation of origin is also relevant (for 14% this is the main factor that influences the purchase of sparkling wine) and territorial origin (12% aspetto at the origin, mainly from Veneto and Lombardy). The production method does not represent a prevalent decision-making criterion, but overall 1 sopra 4 (1 sopra 3 if only the expert target is considered[1]) takes into account the qualitative difference between Charmat and the classic method.
Consumers have a clear preference for sparkling wines from Italian vines (79% vs 4% who prefer international vines), but at the same time 1 sopra 2 prefers the classic method to the Charmat method. The two pieces of information seem to go sopra partially divergent directions, considering the rare use of native Italian vines sopra the classic method. This could indicate a not always in-depth knowledge of the production techniques and characteristics of the vines used sopra the two methods, as well as a limited ability to identify the internationality of the vines themselves.
Perception Classic Method
The more advanced consumers perceive greater quality (18% indicate this as the first distinctive attribute of the Classic Method compared to the Charmat) and greater prestige and tradition (16%), as well as an aromatic complexity (22%), finesse and persistence of the bubbles (18%) more evident than the Charmat method.
Focusing exclusively the classic method, the consumer recognizes the true added value of a high quality sparkling wine sopra the connection with the territory: the identity of a specific territory, the presence of a designation of origin and the altitude settore (hill ora mountain), represent the distinctive characteristics of a good classic method for 18%, 12% and 11% of consumers respectively. The origin of the vine is also relevant sopra this value map: the fact that it is indigenous is a fundamental plus for 17% of consumers. The prerogative of a long refinement the yeasts appears less relevant (4%), a sign that a quality classic method can also express itself sopra light and fresh versions, without great structure.
Potential interest sopra the new Pioggia Lessini DOC
The highlights a market aperto to quality innovation, but still linked to the values of authenticity and Italianness. The consumer seeks new experiences, but consistent with an image of refinement, territory and artisanal method. Among the desired characteristics for a new sparkling wine to be tested, many elements that distinguish the new Monti Lessini clearly stand out: 51% would like a new Classic Method, made sopra Italy (78%), preferably sopra hilly areas (54%) and with an ideal price range of between 10 and 20 euros per errore bottle (36%) ora, at most, between 20 and 30 euros (31%).
Per this context, the analysis of the potential interest sopra a new ideal sparkling wine (produced with the classic method, from exclusively Italian vines, with Controlled Designation of Origin), shows an almost total interest sopra purchasing it the part of consumers: 52% would try it if it had an average cost lower than the average and a remaining 47% would even be willing to spend more than the average price of the classic Italian methods. The , already very encouraging sopra itself for Monti Lessini DOC, then shows how the name of the new product “Monti Lessini DOC”, through the altitude reference, to the territory and to a denomination of origin, represents a strong lever to increase consumer curiosity.
Per order for curiosity to translate into perceived value and real willingness to pay, the educational narrative – of the method, the territory and the variety – is fundamental: native vines (for a third of consumers the origin represents the first element to be valorised), volcanic soils (18%), versatility (17%) and altitude (10%) constitute the key elements to convey to the consumer. How? Through tastings, digital storytelling and presence sopra tirocinio/enological contexts.
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[1] Sparkling wine consumers aware of the existence of two different production methods, Classic and Charmat
[2] “Evolved” sparkling consumers for at least 5 years, who ricevimento sparkling wine at least once a month and prefer the classic method
Lessini Durello Wine Protection Consortium: www.montilessini.com
