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The main sales channel for Italian wine is the large-scale distribution

The main sales channel for Italian wine is the large-scale distribution, through which 619 million litres of wine are sold. The latest data show the growth of sales for Doc and Docg wines (+5,3%), sparkling wines (+2,1%), organic wines (18%) and a solid growth for private label wines too (+7%).

The consumer, thanks to a shorter production chain, can buy private label wines at a moderate price.

To understand a little bit better the success of the private label products, let’s take as examples two well-known large-scale distributors in Italy: Coop and Despar.

The quite recent project “Fior Fiore Coop Wines” has immediately showed some great results, thanks to the good quality of its wines. These products are mostly Doc and Docg and all of Italian origin, here are the eight labels you can find in Coop stores:

  •         Bravìolo Rosso di Toscana IGT (Fattoria del Cerro),
  •         Casalguerro Lambrusco di Modena DOP (Cleto Chiarli),
  •         Gewurtztraminer Sudtirol Alto Adige (Cantina Produttori Bolzano),
  •         Monogram Franciacorta DOCG (Castel Faglia),
  •         Primitivo di Manduria DOP (San Marzano),
  •         Valdobbiadene Prosecco Superiore DOCG (Cantina Bellussi),
  •         Sauvignon Friuli Colli Orientali DOC (Le Vigne di Zamò),
  •         Fiano di Avellino DOCG (Feudi San Gregorio).

“La Cantina di Despar” is something a little bit different. First, Despar is the Italian branch of a much bigger corporation, which is present in more than 33 countries around the world. Such a larger distribution offers more possibilities. Despar has been offering its own line of wines for a few years now, and today the labels in “La Cantina di Despar” are no less than 63.

The turnover of La Cantina is worth 18% of its whole wine compartment, which offers 51 DOC or DOCG products and 12 UGT products. The best sellers are the wines from North-East, followed by the wines from Tuscany and Piedmont (Barbera, Barolo, Chianti, Brunello).


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