Less Amarone and more Valpolicella: the transformation of Veronese red wines continues
In a context of declining consumption of reds, overall production down 3% but turnover stable at €600 million, 60% of which was generated by exports to 87 countries.
2' min read
2' min read
There has been a drop in production in Valpolicella and it was probably inevitable in a context of a global slowdown in wine consumption, and especially in the consumption of reds, of which the Veronese valleys are undisputed protagonists in Italy and the world. Although more than 59 million bottles of Valpolicella, Ripasso, Amarone and Recioto were produced in 2024, this is"a leap back compared to the previous year (-3%) that sets the final balance at the same volumes as in 2014", notes the Consortium in the Annual Report presented on the occasion of "Venezia Superiore", the event scheduled at the Loggia maggiore della Pescheria di Rialto, included in the calendar of the centenary celebrations of the institution.
But it is an expected slowdown that does not overshadow the substantial stability of the Consortium, which is going through a moment of transformation. The vineyard area distributed over 19 municipalities of the denomination is practically stable at 8,621 hectares, but the area planted with green vines is growing, with almost 3,600 hectares between organic certification and the integrated production system, with an incidence that exceeds 41%.
Just as stable is the overall turnover generated, at around 600 million euro.
The biggest change is instead in the quotas by type of wine: the number of bottles of Amarone has dropped to 13.9 million (-2.2% compared to 2023) - "a figure that is a long way from the production record of almost 19 million bottles recorded in 2021", the Consortium notes - while the number of bottles of Valpolicella DOC has increased, closer to the public's taste, which is close to 17 million bottles and up 5% compared to the previous year. Valpolicella Ripasso DOC is also shrinking (more than 18 million bottles in 2024, down 8%).
A snapshot that shows - say the Consortium - a denomination committed to tackling market uncertainty and the drop in consumption with consortium policies aimed at keeping the entire Valpolicella production chain in balance and, at the same time, enhancing promotion: the organisation has organised 40 events in 18 countries. In addition to the historic presidia (USA, Canada, Northern Europe, Germany, UK and China), actions towards Japan, Vietnam and Singapore have been intensified. In 2024 Valpolicella wines reached 87 countries, achieving an export share of 60%.
"Awareness and planning are the key words that define the Consortium's scope of action in a context that sees challenges multiplying," said President Christian Marchesini. "We have the responsibility of preserving as much as possible the state of health of the companies and the denomination, which has a turnover of 600 million euro. The annual report shows us that the path undertaken in recent years by the organisation, in which pragmatism, vision and new promotional projects converge, both on the domestic market and abroad, is the one capable of withstanding and responding to the current crisis in the sector. The third edition of Venezia Superiore is part of this route, which also aims to intercept young consumers'.
