Franciacorta sales rise despite ‘complex’ climate

Total sales of Franciacorta increased by 7.1% in Italy and 7.5% in export markets last year, despite what the Consorzio Franciacorta described as “an extremely complex climate in the economy as a whole”.

The Consorzia Franciacorta believes there is potential to double domestic sales volumes in 2016 (Photo: Consorzio Franciacorta)

Around 16.5 million bottles of Franciacorta were sold worldwide in 2015, the consorzio announced, of which more than 1.5 million were sold in export markets. The region’s wine experienced a slight increase in average sales price to €19 (£14.90).

Exports of Franciacorta to the UK were up 4.9% in the last quarter of 2015 – a considerable plateauing after volume sales soared 172.5% in the UK market between 2013 and 2014 off what the consorzio described at the time as a “moderately small base”.

The consorzio noted that there had been an increased market demand in the Satèn (blanc de blancs) and Dosaggio Zero (zero dosage) categories of Franciacorta, with total sales up 17.5% and 28.8%, respectively.

Japan continued to be the the principal overseas market for the Franciacorta in 2015, with 22% of export sales, followed by Switzerland and the US, which account for almost 14% of the total.

Growth figures for Japan were up 19% over 2015, and the US 16%. The consorzio described the results as “encouraging” and a reward for region’s hard work and “significant communication investments”.

New Consorzio Franciacorta president Vittorio Moretti said that a key objective for the region in 2016 was growth in the local market, citing the potential to double volume sales domestically.

Consorzio Franciacorta president Vittorio Moretti

“Most of our clientele is based in the north [of Italy], but we aim to expand also in other areas in central and southern Italy, where our overall volumes can potentially double,” Moretti said.

Moretti added that 2016 would be “rich in events” and promotional initiatives in Italy and globally, including Festival Franciacorta d’Estate on 25 and 26 June 2016 and the well-established Festival Franciacorta in Cantina on 17 and 18 September.

In 2015 Franciacorta played a key role during Expo Milano 2015 – an event which did much to raise the region’s profile.

The drinks business reported how the Consorzio raised more than £1m in sales from a Franciacorta bar at the six-month event, serving more than 21,000 bottles of the sparkling wine to 145,000 visitors.

“For Franciacorta, 2015 was a bright year – Expo was a challenging test which turned into a big plus and an important showcase, nationally and internationally. In terms of sales and brand awareness, we are trending positively both in Italy and abroad,” said Moretti.