The Nomisma Wine Monitor study on “Trends and perspectives for Italian fine wines in German restaurants” was presented in Rome at the headquarters of the foreign press association. Premium wines in Germany: survey on an evolving market commissioned by the Istituto Grandi Marchi; with increasing value, but decreasing volumes, targeted promotion is needed in order to improve the German consumer’s knowledge regarding Italian labels.
Rome, 18 December 2018 – In 2017, of the €2.5 billion worth of wine imported by Germany, the third largest market after the US and the UK, 36% was made in Italy. And even though in the last five years, in line with the overall trend, the volume of bottled still wines coming from Italy dropped by 10%, they still registered an almost equivalent increase in value (+9.8%), providing evidence of a qualitative repositioning in a country that is rediscovering its preference for local wines, especially white wines.
Making this assertion is the study “Trends and perspectives for Italian fine wines in German restaurants”, commissioned by the Istituto del Vino Italiano di Qualità Grandi Marchi (Institute of Quality Italian Wines from Major Brands) to the Nomisma Wine Monitor Observatory and presented today in Rome at the headquarters of the Foreign Press Association .
The study focuses on 200 restaurants (of which 78% are medium-high level) that were listed in the main industry guides and a sample of 1000 consumers who regularly drink wine outside the home. Two lines of investigation were pursued, revealing the emergence of the main shared characteristic of a real ‘campanilistic return’ to traditional German food to the detriment of foreign cuisine. In fact, 34% of restaurateurs choose wine to be included in the wine list mainly on the basis of German origin, followed by the popularity of the varietal (33%) and the reputation of the brand (23%). On the consumer side, the selection of premium wines in restaurants (bottle price above €30 for whites and €40 for red wines) follows the criteria of type (23%) and area of production (21%), with Germany, France and Italy as the leading countries of origin.
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