Millennials fuelling Italian wine sales in US

11th February, 2014 by Lucy Shaw

Both Millennial drinkers and the ongoing popularity of Prosecco have led US consumers to drink more Italian wine than the Italians.

As reported by Reuters, the US has grown to become Italy’s number one market for Italian wine, with Prosecco spearheading sales.

Also known as Generation Y, Millennials are categorised as those born between 1980 and the year 2000.

“It is Prosecco that is driving sales right now and it is the Millennials who are in the driving seat,” Stevie Kim, managing director of Vinitaly, told Reuters.

“It’s just taken off like a shot. You used to be able to get good Prosecco in the US for under $10 a bottle here, now many are nearer to $20,” she added.

Global Prosecco sales in 2013 reached 241.6 million bottles, up 24% on 2012.

Meanwhile, US year-on-year sales of Moscato imported from Italy were up 26.3% by volume according to the Nielsen.

Though Italian Moscato brands are having to compete with US brands that have branched out into Moscato, such as Barefoot, Beringer and Cupcake, for sales.

While wine consumption is on the rise in the US, it has hit a record low in Italy, with Italian farmers association Coldiretti placing it at its lowest level since the country was unified in 1861.

Italians drank around 40 liters of wine per person in 2013, down from 45 liters before the financial crisis hit in 2007.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

New Business Development Manager Nordic

Concha Y Toro
Stockholm, Sweden

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more