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Your email address will not be published.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

UK Commercial Manager (E-Commerce/Online)

Ian Macleod Distillers
United Kingdom

Regional Sales Manager (Midlands)

Ian Macleod Distillers
Field based - regional coverage Midlands

Marketing Manager

Amathus Drinks Plc
London, UK

Partner Manager - Managed On-Trade

Maverick Drinks
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

IBWSS China

Shanghai,China
5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

Cannes,France
7th Feb 2019
Click to view more

Green Awards 2018

Deadline : 26th October 2018

Rioja Masters 2018

Deadline : 26th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more