Wine in restaurants: 55% of customers always order it in upmarket establishments, whilst 11% do so in budget establishments
According to Tradelab data presented at the Federvini General Assembly, there is growing interest in organic and low-alcohol wines. Spending on eating and drinking out is set to exceed 100 billion by 2025
by E.Sg.
The hospitality sector remains a key sales channel for wines and spirits and is often cited as a factor in the decline in consumption, linked to the tightening of new Highway Code regulations or excessive mark-ups on bottles. In a market worth 102 billion in total out-of-home consumption in 2025 (covering both food and drink, contrary to what was stated in an earlier version of the article, ed.), according to the Federvini Observatory, compiled in collaboration with TradeLab and presented at the annual meeting in Rome, there is, however, a significant disparity in bottle choices depending on customers’ spending power and the type of restaurant.
According to a survey of a representative sample of 1,000 Italian consumers, the purchase of wines and spirits in restaurants is influenced by disposable income and the calibre of the establishment. In fact, 55% of patrons of high-end establishments say they ‘always’ drink wine; this figure drops significantly to 25% in mid-range establishments and to 11% in low-end ones. The situation is similar for the bitter liqueurs and after-dinner drinks category.
According to the research, the wine and sparkling wine category plays a central role in consumers’ perceptions: 67% say that choosing a good wine has a significant impact on the overall quality of the restaurant experience.
The evidence gathered also points to changing preferences, particularly among younger age groups, with a growing interest in organic or natural wines (perceived as appealing by 62% of 18–24-year-olds) and, to a more limited extent, non-alcoholic or low-alcohol wines.
“These are trends that should still be interpreted with caution; they do not call into question the centrality of traditional categories, but confirm the importance for businesses of identifying new consumer trends and different opportunities, including from a generational perspective,” the survey states.
As regards the wine industry, according to the picture painted at the Federvini general meeting, the first quarter saw a further slowdown in Italian wine exports, with a 13.3% drop in value; by contrast,spirits showed a positive trend, up 5.8% in the first two months. On the domestic front, sales in the large-scale retail sector rose for wines (+2.2%) and sparkling wines (+8.7%), whilst out-of-home consumption was weighed down by inflation, except in the high-end restaurant sector.
