VERONA – A production of 23 million bottles but with a potential of 80 million. A case of success that of Grillo, as highlighted by the president of the Consorzio Vini Doc Sicilia, Antonio Rallo, at the Vinitaly conference in the Sicily Region pavilion.
“With this conference – he explains Antonio Rallo, – president of the Consorzio Vini Doc Sicilia, “we intend to outline the profile of a unique phenomenon in the wine panorama of our country. The notable growth in Grillo’s sales, both in terms of volumes and value, reaffirms its role as ambassador of the territory and of Sicilia DOC wines in the world. Among the over 70 native varieties of the region, Grillo emerges as a symbol of the growing prestige of Sicilian DOC wines, both in Italy and abroad, representing a true emblem of Sicilian wine quality on a global level. With this conference, we intend to examine in detail the levers that have defined Grillo’s success and analyze elements and factors that have contributed to this outcome”.
What emerges from the data are in fact important numbers, which say a lot about this very current story of the rise of a vine that has earned the title of undisputed protagonist among the natives of Sicily. In fact, from the data collected by Nielsen, we can see that Grillo consumption has returned to pre-2019 levels, a sign, initially, of strong resilience in the market followed by real growth peaks: Grillo grows in 2023 of + 20% in volume, + 19% in value and + 15% in packaged goods compared to the previous year, values which have never been achieved in the past.
The success of Grillo in the domestic and international markets is not the result of chance, but the result of a series of targeted and multi-level strategies implemented by the Consorzio Vini DOC Sicilia over these years. These strategies aimed to promote not only the grape variety but also the Sicilian territory, enhancing its unique identity through innovative and incisive promotional activities. However, Grillo’s performance is not limited only to promotional occasions; even full price sales show important numbers, supporting the hypothesis that the quality and identity of the grape variety maintain constant attractiveness. Furthermore, it should be underlined that in terms of territory, Sicily emerges today as one of the key regions in the panorama of Italian white DOCs, showing a still unexpressed potential for Grillo.
Important and extremely significant numbers also arrive by analyzing the data collected in the German market: even considering only large-scale retail sales, DOC Sicilia manages to sell almost 3 million bottles of Grillo in this market segment in 2023.
Looking to the future, Grillo has all the potential to further expand its presence, both nationally and internationally. The growth prospects are considerable, particularly with the increase in distribution and the enrichment of the assortment in the stores. This development will not only consolidate Grillo’s role as a leader among DOC white wines, but will also strengthen its position in foreign markets where it is already showing promising signs.
High quality, strong identity, targeted marketing strategies and effective promotional activity: these are the elements that are tracing the path and history of Grillo DOC Sicilia, a history destined to maintain its status as an oenological phenomenon, reflecting the ability to convey the tradition but at the same time the great modernity inherent in Sicilian wine.
CONSORTIUM FOR THE PROTECTION OF SICILY DOC WINES
The Consortium for the protection of DOC Sicilia wines (siciliadoc.wine) came to life in 2012, with the aim of representing the wine of the Sicilian territory and promoting the DOC Sicilia denomination, with actions aimed at increasing the visibility of a symbolic brand of Made in Italy and to the protection and supervision in defense of consumers and producers. Almost 8,000 winemakers and around 500 bottlers are promoters of the Controlled Designation of Origin, a useful recognition to represent them but also to enhance and safeguard the island’s wine production.
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Tags: production million bottles largescale distribution
