Morellino di Scansano increases its positioning and average price

Demand exceeds supply with a production of over 9 million bottles, about 7% more than in 2019. These are some data that photograph the current situation of Morellino di Scansano Docg on the eve of Anteprima 2022 - Chianti Lovers & Rosso Morellino,scheduled at the Fortezza da Basso in Florence on March 20.

 

The survey, conducted by LT Wine & Food Advisory for the Consorzio di Tutela del Morellino di Scansano, examined some of the main indicators that highlight a very dynamic appellation, which constantly continues to improve the positioning of its wines in all the distribution channels in which it is present.

 

"Morellino di Scasano Docg has been showing a growing trend for some years thanks to the strategy developed by the Consortium in order to consolidate the value and quality of the appellation - says Alessio Durazzi, director of Consorzio Tutela Morellino di Scansano. -Sales are constantly increasing with very positive indicators for our production base".

 

In 2021, 9,200,000 bottles were produced with the DOCG label, with a production value of about 51 million euros, 80% distributed in Italy and the remainder mainly in countries such as the United States, Germany, Belgium and Switzerland.

 

In the modern distribution channels, Morellino di Scansano stands out not only in terms of growth in volume, up 5.3%, but also in terms of value, up 6.7%, thanks to an increase in average price of 1.2%. Positive news also come from the HoReCa channel, within which stands out the excellent positioning, both in Italy and abroad, with an increasing presence in the wine lists of restaurants.

 

Excellent, finally, is also the trend of bulk wine, with the price per hectolitre of Morellino di Scansano Docg continuously rising starting from 2019. In January 2022 there was a 47% increase with a value of 330 euros per hectolitre.

 

"We can only be satisfied with the results that emerged from this survey - concludes Bernardo Guicciardini Calamai, president of Consorzio Tutela Vini Morellino di Scansano. - The constant growth of interest towards the wines of our production district is evident. We must continue along this path which consolidates the positioning of the wines of our appellation, through the development of an identity more and more connected to the territory, to its history and to the awareness of being more and more one of the reference appellations in Tuscany".