The Italian wine sector is navigating a period of historic change. While global wine consumption is declining, shifting consumer habits are redefining what people pour into their glasses.
Lighter, lower-alcohol wines are gaining ground, and one category in particular has adapted seamlessly to these changes: sparkling wines.
Recent data from Gruppo Italiano Vini (GIV) — Italy’s leading producer and marketer of premium wines with 15 historic wineries across key regions — together with insights from Making Science, a digital acceleration company, highlight a steady rise in sparkling wine’s popularity, especially in online channels.
Sparkling Wines Outpace All Other Categories
GIV’s proprietary e-commerce platform Vinicum.com has tracked three consecutive years of growth in sparkling wine sales:
- 2022: 48% of revenue
- 2023: 54% of revenue
- 2024: 56% of revenue
Still white wines now follow at 18%, overtaking still reds at 16% — reversing the hierarchy seen in 2022 and 2023. Rosé wines maintain a steady share at 10%. This mirrors a broader shift toward fresher, lighter wine styles, aligning with modern consumer preferences for easy-to-drink, lower-alcohol products.
Seasonal and Demographic Insights
Online sales remain highly seasonal, with the fourth quarter accounting for 40% of transactions — underscoring the holiday season’s importance for wine purchases. The second quarter follows at 24%, then the third at 22%, and the first at 14%.
Demographically, the 25–34 age group leads online purchases (24% of turnover), followed by 35–44 and 45–54 (both 19%). However, deeper engagement — defined as longer visits or meaningful interactions — is highest among 45–54 year-olds (22%) and consumers over 65 (18%), though these groups convert to purchases less often, suggesting a gap between interest and buying behavior among older audiences.
From a gender perspective, men dominate both turnover (75%) and interactions (70%), revealing a stronger male inclination toward online wine buying.
Premiumization and Health-Conscious Choices
Since 2020, the average cart value on Vinicum.com has risen by 24%, confirming a trend toward premiumization — consumers are willing to buy less but invest in higher-quality wines. Interest in low-alcohol (3.1/5) and low-calorie (3.4/5) wines is growing, although these categories have yet to translate into significant sales.
Industry Perspectives
Roberta Corrà, President of Gruppo Italiano Vini and Consorzio Italia del Vino, points to broader forces — from global conflicts altering export routes to inflation and changing perceptions of wine as a luxury rather than a necessity. “Consumers often want to drink less but better,” she explains. “Health, sustainability, and quality are becoming top priorities. Data analysis helps us understand these changes and improve performance both online and offline.”
Victor Vassallo, Managing Director of Making Science Italia, adds that real-time data is a critical advantage in a rapidly evolving market. “By reading the signals and adapting strategies — from digital marketing to broader business operations — we help GIV stay competitive, leveraging AI to anticipate and respond to shifts.”
E-Commerce as a Strategic Pivot
Originally focused on B2B, GIV entered the B2C space with Vinicum, becoming one of Italy’s first dedicated wine e-commerce platforms. Today, it serves not only as a sales channel but also as a data intelligence hub, blending transactional, behavioral, and preference data with customer surveys. This integrated approach offers a real-time, continuously updated snapshot of wine consumption trends — essential for thriving in an era where tastes, priorities, and buying habits are evolving faster than ever.
Source: WineNews