A question of numbers
In 2011 the Franciacorta Consortium became the first winemaking sector body to provide specific data gathered by its member producers via the Economic Observatory, a data surveying and statistical analysis system regarding Franciacorta sales and distribution in Italy and around the world.
The system covered 81.9% of member firms in December 2022 and is based on data gathered in anonymous form, giving its members access to ongoing statistical information on sales and marketing helping them to identify business strategies and compare company and sector-wide trends.
Access to Economic Observatory data is also a strategic asset where consortium investment allocation is concerned as well as helping the consortium develop targeted Franciacorta brand promotion strategies.
Franciacorta in figures
Sales volume — 2022
Sales volume Italy/Abroad — 2022
Exports — 2022
Sales volume by type — 2022
Data analysis 2022
[Period of reference: January – December 2022. Estimated percentage of firms covered on 30/12/2022 81.9%]
The data contained in this document is an estimate of the total wineries belonging to the Consortium. This figure was calculated on the basis of the data supplied by the firms taking part in the economic observatory. Taking this sample as representative, coverage of participating firms is calculated every year (for example, 81.9% for 2021) and all relating data is thus taken proportionally to 100%.
For this reason the data shown in this comment differs from that in the report tables, with the latter containing real (not estimated) data drawn from data sent in on a monthly basis by firms.
Some of the data shown in this document may differ slightly from figures supplied in the past as minor additions or amendments may be made over time.
Summary of the previous year’s data (2021)
2021 Economic Observatory data showed an estimated growth in sales volumes of 28.3% by wineries overall, as compared to the same period of 2020.
In the light of the unusual nature of 2020, given the Covid-19 pandemic, variations over 2019 were also taken into account, a year free of external factors impacting on sales. In fact, 2021 figures showed an upward trend as compared to 2019, too, with a growth rate of 15.5%.
In greater detail, the 2021 domestic market accounted for 89.7% of sales, in volume terms, a growth of 28.4% over 2020 and 16.8% over 2019. Exports accounted for the remaining 10.3%, a growth rate of 27.6% over 2020 and 5.3% over 2019.
2022 began with an especially positive sales trend in the first quarter, if compared with the corresponding period of 2021 which was governed by market uncertainties deriving from the Covid-19 pandemic restrictions.
January saw volume growth rates verging on 37% and the three subsequent months confirmed and consolidated this growth trend, with increases of 57.8%, 41% and 27.6% respectively.
This trend then went into reverse from May to September, with a downturn in volume growth ranging from May’s -3.8% to August’s -20-4%, as compared to the same months of 2021.
It is, however, important to bear in mind that this comparison is with an especially high 2021 performance in these same months, with extremely high growth rates as compared to 2020.
Looked at within a longer time frame, in fact, sales volumes in the May to September 2022 period actually grew if compared, obviously, to 2020 but also, and more significantly, to 2019 (+22.7%).
Taking account of further external factors which may also have impacted negatively on sales in these months (such as reduced product availability by some wineries and the period’s socio-economic and climatic factors), further casts a more favourable light on these figures.
Nearing the end of the year, then, October and November were overall on a par with 2021 and December concluded with a downturn of 17.5%.
Taken as a whole, 2022 saw an estimated growth in sales volumes by all wineries of the equivalent of 20,212,349 bottles, generally on a par with 2021(-0.6%)
For the purposes of a fairer assessment it is useful to verify whether, on a longer time frame, a growth trend is underway over the years prior to 2021 or otherwise, including using 2019 as a benchmark and, in fact, in these terms 2022 was a decidedly positive year.
Sales volumes on a par with those of the previous year were accompanied by a much more positive trend in turnover terms, with growth higher in every month of the year (or lower in downturn periods), demonstrating that average sales prices are growing constantly.
In greater detail, the domestic market accounted for 88.5% of sales, in volume terms, a reduction of 2%, over 2021. Exports accounted for the remaining 11.5%, a positive growth rate of 11.3% which was partly due to a progressive recovery in international trade.
In sales channel terms Horeca has continued to grow, balanced by a drop in GDO channel sales. This is clearly to be explained by a progressive return to socialising after the lifting of pandemic-related restrictions.
The distribution of domestic sales by Nielsen area shows that the north-west of Italy accounted for just under half of domestic turnover (47.7%), with the rest being divided up between the north-east, the centre and the south, with the first accounting for the largest share (21%) and the latter two 19.3% and 12% respectively.
Lombardy was once again the number one region (35.9% of Italian sales), followed by Emilia Romagna (10.5%). Piedmont was at the bottom of the table with 9.2% of sales.
If exports are analysed by individual nation, Switzerland came out on top, accounting for 20.3% of total exports. Japan came next, with 13.7% of total exports, followed by the United States (12.1% of total exports), with Germany and Belgium (10.9 and 5.8% of total exports respectively).
All these nations showed positive growth rates over 2021: Switzerland +1.6%; Japan +28.2%; USA +9%; Germany +46.3%; Belgium +20.5%.
Globally, the average shelf price of an equivalent bottle of any type was €21.5 (including VAT) at the end of 2021.
In 2022 this went up to €22.9 including VAT.