Italy - Tuscany

Question 1

What is the breakdown of production of Tuscan DOC(G)s?

Answer 1

DOC(G)s make up 65% of all Tuscan production.

In terms of volume, Chianti DOCG makes up almost half, Chianti Classico is the next biggest, followed by Brunello, Maremma Toscano, Morellino di Scansano, Montepulciano and Vernaccia.
All other DOC(G)s make up about equal to Chianti Classico.

In terms of value, Chianti Classico leads (€112m), Chianti second (€87m), then Brunello (€61m)

Question 2

What is the structure of the industry across the DOC(G)s?

Answer 2

Varies greatly.
14% of Chianti is made by co-operatives, while it’s only 6% of Classico and 1% of Montalcino.
No co-operative wine is made in Bolgheri.

Question 3

What is the key domestic packaging for Chianti DOCG?

Answer 3

Within supermarkets and discounters half of wine is sold in standard 0.75L bottles, and the next most important is the ‘brick’, typically 500ml-1L (nearly 30%) reflecting the low average price.

Question 4

What is significant about domestic Chianti sales?

Answer 4

The highest selling red wine in terms of volume and value. (Year end to August 2018)

Question 5

What is the state of export markets for Tuscan denominations?

Answer 5

Very important for some.

Classico: 80% volume of production. Main market is USA (33% of all production), much bigger than Germany and Canada, the next largest.

Montalcino: 70% in terms of value. USA and Canada are main markets

Vino Nobile di Montepulciano: 80% of volume, Germany, USA and Switzerland are main markets.

Chianti: just under 70% of volume, most important markets are Germany, followed by USA and UK.

Question 6

What is the breakdown of exports of PDO Tuscan wine, in terms of volume (m€)

Answer 6

USA 187€
Germany 93€
Canada 50€
UK 35€
Switzerland 34€

Question 7

What are the classic routes to market for Tuscan PDO wines?

Answer 7

Marked difference between inexpensive wines sold in supermarkets and inexpensive hospitality, and mid - super premium wines sold through SWR and premium restaurants.

Question 8

How are Tuscan PDO wines marketed?

Answer 8

Varies according to denominations. Chianti, Classico and Montepulciano with reference to their place in Tuscan wine history.
Brunello and Bolgheri as wines of world class quality.

Wine tourism, and the construction of architecturally ambitious wineries have been a feature since the 1990s, building on the reputation of a highly desirable destination.

Through events such as the Tuscan anteprima.

Question 9

What is the anteprima?

Answer 9

A promotional event, a once a year opportunity for buyers and wine journalists from around the world to taste the new vintage of all Tuscan regions.