The Italian sparkling wine sector has hit a significant milestone, overtaking French Champagne in the U.S. market for the first time.
This achievement, revealed by the Osservatorio Unione Italiana Vini (Uiv) - Vinitaly based on SipSource data from August 2024, highlights the growing dominance of Italian bubbles, with a market share of 35%, compared to France’s 31% and the 28% held by American sparkling wines. This shift underscores the soaring popularity of Prosecco, a key player in Italy's success.
At the heart of this shift is the performance of Prosecco, which has outpaced Champagne in both volume and market share, achieving a 28% share in the U.S., compared to Champagne’s 26%. This rise is part of a broader trend that sees Italian sparkling wines now accounting for 37% of Italy’s wine exports to the U.S. market, solidifying Italy's leadership in the world of sparkling wines.
Prosecco’s Growth in the U.S. Market
The data, collected between January and August 2024, shows that Italian sparkling wines are the only category to have increased their sales volumes in the U.S. (+1.5%) amid a market that saw overall sparkling wine sales decline by 13%. Prosecco’s versatility, especially its growing use in cocktails, has contributed to this surge. The Italian bubbles continue to outshine their French counterparts, with Prosecco sales rising by 2.2% over the same period, while Champagne experienced a 15.3% decline.
This trend is not limited to the U.S.; globally, Italian sparkling wines sold a record 936 million bottles in 2023. In the past decade, Italy’s exports of sparkling wines have tripled, and the value of its sales in the U.S. alone has increased by 351%.
Vinitaly.USA: A New Frontier for Italian Wines
The first edition of Vinitaly.USA, set to take place in Chicago on October 20-21, 2024, marks a significant moment for Italian wine in the U.S. With over 230 companies and 1,650 labels showcased, including a diverse range of Italian sparkling wines, the event is expected to drive further growth. Veronafiere’s CEO, Maurizio Danese, emphasized the importance of this event as a critical tool for monitoring and expanding the U.S. market, positioning Vinitaly.USA as a fundamental resource for Italian producers aiming to increase their presence overseas.
The event will also focus on business opportunities and market analysis, with the Wine Business Forum hosting discussions on strategies to capitalize on the booming demand for Italian bubbles. Key representatives from Italian institutions and industry organizations, including Unione Italiana Vini (Uiv), Federvini, and agriculture sector groups such as Coldiretti and Confagricoltura, will be present to support Italian winemakers in their efforts to strengthen their foothold in the U.S. market.
Institutional Support and Collaboration
The presence of high-level officials, including Italian Minister of Agriculture Francesco Lollobrigida and representatives from the Italian Trade Agency (Ita), underscores the event's significance. The collaboration between government institutions and trade organizations highlights a unified approach to promoting Italian wines abroad.
Source: WineNews