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Piccini sees e-commerce grow 300% in 2020

Italian producer Tenute Piccini has recorded a growth in turnover of 6.5% this year thanks in part to e-commerce sales which rose 300% as a result of Covid-19.

The company’s year began with the inauguration of a new, €13 million headquarters in Casole d’Elsa alongside an on-going reorganisation of its production processes to improve efficiency and sustainability.

The impact of Covd-19 on Italy was a setback but also one that the company was able to turn to its advantage.

As CEO, Mario Piccini, said: “The cancellation of events and trips has made us dedicate more time within the company. We have started a certification process for social, environmental and economic sustainability that goes in addition to an increase in the offer of our organic wines.

“This is for an ever-greater attention to the final consumer needs, to whom we wanted to show our closeness even during the hardest moment of the lockdown, with investments in communication also through institutional TV commercials and with the strengthening of the e-commerce channel to allow ‘purchase of premium labels normally distributed only by restaurants”.

E-commerce channels in particular have proved wildly successful during the various lockdowns, growing by triple figures and keeping the winery financially sound through the crisis.

“It was a dramatic year from a social point of view and very complicated for business too”, said Piccini.

“The Ho.Re.Ca. chain suffered significant losses but we were able to quickly reorganize ourselves enhancing the growth of sales in large-scale distribution and direct e-commerce, which today represents 1% of company turnover.

“The diversification strategy, the rapid reorganization of distribution and the collective commitment of all the company’s collaborators, have contributed to the achievement, in this difficult period, of + 6.5% in turnover on 2019. The market remains extremely volatile and inevitably linked to the developments in the Covid situation with the relative repercussions of the pandemic on the purchasing power of families ”

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