Tuscany gives the green light to double production of Rosso di Montalcino

With a decree of the Tuscan Region published a few days ago, the enlargement of the Rosso di Montalcino DOC, approved by the Consorzio di tutela del Brunello last December, enters the operative phase. The operation should lead to an increase of the vineyards to produce Rosso Doc by about 364 hectares (from the current 519.7). The enlargement will not require the planting of new vines: in fact, the additional hectares are already part of the maps of the territory as a quota of vineyards cultivated with Sangiovese but free from quota and from now on can be used for Rosso. With the enlargement, it is estimated that the bottles of Rosso di Montalcino produced every year will almost double, going from 3.6 million today to the 6.6 expected when fully operational.

The news comes just a few days after Red Montalcino, the event organised by the consortium scheduled for Friday 21 June at the Tuscan village's Fortezza. "The Region's resolution - commented the President of the Consortium of Brunello (and Rosso) di Montalcino, Fabrizio Bindocci - arrives precisely on the occasion of the 40th anniversary of Rosso. Our producers will be able to expand their production to meet the growing demand of the market, including the international one. The demand, in fact, is there and if you miss out on wine in certain markets such as the US or Northern Europe, you run the risk of being taken off the shelves". The announcement launched by the Region applies the 'regressive' method adopted by the Consortium assembly. Basically, companies with a vineyard of up to 10 hectares will be able to enlarge their rows by 15%. The increase, on the other hand, will be in a lower percentage for enterprises of up to 20 hectares and for those with more than 20 hectares. A mechanism introduced with the aim of favouring the growth of small companies; there are in fact 258 wineries included in the first cluster (up to 10 hectares), compared to 52 in the remaining, larger categories. According to market data, Rosso di Montalcino is among the few labels with margins of growth in a conjuncture that is proving difficult for red wines. A trend from which only wines with a strong identity, anchored to territories of great recognisability, seem to be excluded.

Figures show that in recent years a steady growth in average prices of Red, with well-established positions in the most profitable segments (Horeca) and expansion of sales towards higher value-added price ranges.

In 2023 average prices showed significant increases: +10% on the domestic market and +5% abroad. Until 2022, sales of Rosso di Montalcino Doc were mainly within the national borders. Now, however, the export quota has reached 47% of the total and has therefore almost equalled domestic consumption. Rosso di Montalcino is sold in over 90 countries. According to the data of the Consortium's Economic Observatory, about 40% of the value of sales is generated by the US market, followed by Canada (14%), for a total incidence of the North American block of 51%. The second-tier countries are all European, led by Germany (6%), Sweden (5%), the UK (4%) and Norway (1%). With the exception of Sweden, all major markets are in a price range above EUR 8/bottle (ex-cellar price).

In the first 4 months of this year, reports the Uiv Observatory based on SipSource, consumption in the USA of Rosso di Montalcino grew, in clear countertendency with the overall market +4.5% for Rosso di Montalcino against -8% for Italian reds. "At the beginning of this journey," concludes Bindocci, "there were some producers opposed to the project. One of these I met in the last few days and I asked them: so you are not going to apply to increase Rosso? They replied: of course we do'.