Wine, Sicilians conquering new markets

A day-to-day reasoning while waiting for the situation to stabilise in the light of what has happened in recent weeks with Donald Trump's announcement of duties (later suspended). But with an important heritage to bring as a dowry that the companies aim to protect with a clear strategy: promotion and conquest of new markets, the emerging ones in particular. The Sicilian wine system is ready for the challenge to grow further. "Now is the time to stay calm,' says José Rallo, 'and it is also the time for new strategies to communicate our product well but also to be present in new markets, more or less emerging ones.

The figures for 2024, according to a report that Nomisma edited for UniCredit, certainly induce optimism. Exports of Sicilian PDO whites grew further with an increase of 8.9%: focusing on the top 10 destination markets, for Sicilian PDO whites exports 2024 grew by 37% in the UK, 34% in Russia, 12% in Germany and 11% in both Canada and the USA. While Sicilian PDO reds, although in a context of overall decline, grew in Canada (+22%), Russia (+17%), the Netherlands (+8%) and the USA (+6%). In short, the glass, if I may say so, is definitely half full. Although the work to be done, it is clear, is still a lot: to face the threats to consumption, to develop new routes and new markets. "Supporting the realities of the wine sector in Sicily," says Salvatore Malandrino, UniCredit's regional manager for Sicily, "which today find themselves operating in a complex and uncertain global scenario, continues to be a commitment for UniCredit. An all-round support to a supply chain that has always been a spokesman for Made in Sicily in the world, and which takes concrete form through credit, consultancy, support in the challenges of export and the two transitions, digital and sustainable'. Although, the researchers explain, 'It should be pointed out that Istat export data take into account the place of shipment abroad, so the quantities of Sicilian wine that do not depart directly from Sicily for foreign countries, but leave from ports located in other regions to which these volumes are counted as wine exports, are not included. So it is estimated that in reality the foreign trade of Sicilian wines and musts is higher than the official ISTAT figures'. So potentially the4 things are even better than we see.

There will be much to explore and understand in the context of Sicilia en Primeur, the historic event organised by Assovini (it was founded in 2003) that brings the most important journalists and international experts in the sector to Sicily: this year the appointment is in Modica from 8 to 10 May, but there will also be three days of wine tours for the press and visits to participating wineries and production areas. This year's pay-off, which gives some idea of the strategies of the Sicilian companies (Assovini groups more than one hundred) is clear: 'Wine culture in Sicily: a thousand-year history that looks to the future'. "Sicilian wine is one of the symbols of Mediterranean culture, of which Sicily is the highest expression,' Mariangela Cambria, president of Assovini Sicilia, says. 'Wine is not just an agricultural or commercial product, it is not simply a drink but an essential element of universal culture, spanning centuries and civilisations. The challenge to which Assovini Sicilia is called to respond and make its contribution is also to protect the cultural value of wine against restrictive international dynamics, against a culture that criminalises what is a cultural product, promoting it as an expression of civilisation, knowledge, beauty and tradition'.

These are all factors that contribute to increasing the value of the Sicilian product that is liked, especially in the United States: 'Sicily is among the Italian regions best known and most visited by Americans, as well as most appreciated for the wines it produces. Only 14% of the consumers interviewed say they have never heard of Sicily, the lowest percentage together with that for Tuscany among all the Italian regions," it says. Sicily, together with Tuscany, are indicated by the Americans as the Italian regions that produce the highest quality wines, so much so that 6 out of 10 say they know at least one Sicilian wine and 2 out of 10 that they have also consumed it. Compared to the latter, the percentage of consumers of Sicilian wines increases among those who have visited Italy in the last five years, appreciate Italian cuisine, are millennials (29-44 years old), wine lovers and have a high annual income (over $100,000)"..