Millennials fuelling Italian wine sales in US

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Your email address will not be published.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 *

Subscribe to our newsletters

Sales Manager

The Drinks Business
London, UK

Buyer

Liberty Wines
London, UK

HR Co-ordinator

Liberty Wines
London, UK

Director of Sales

Gulf Brands International
Bahrain

Head of Trade Marketing

Lanson International UK Ltd
London W1

Customer Development Manager

Love Drinks
London, UK

Junior Brand Manager x2

Enotria&Coe
London, UK

Assistant Brand Manager

Swallow Associates Ltd
Kings Langley, UK

Brand Manager

Swallow Associates
Kings Langley, UK

Events Co-ordinator

Liberty Wines
London, UK

Champagne Masterclass

London,United Kingdom
10th Sep 2018

Cape Wine 2018

Cape Town,South Africa
12th Sep 2018

Bourgogne Masterclass

Brighton ,United Kingdom
18th Sep 2018
Click to view more

The Global Beer Competition

Deadline : 22nd August 2018

The Global Malbec Masters 2018

Deadline : 1st September 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more