WINE: BRUNELLO DI MONTALCINO IS THE WINE THAT ITALIANS KNOW BEST BINDOCCI (CONSORZIO): THE STRENGTH OF A COLLECTIVE BRAND WHICH ACCOUNTS
FOR A MERE 0.2% OF THE ITALIAN PRODUCTION. QUALITY SYNONYMOUS WITH NOTORIETY
(Montalcino - SI, 19 November 2021). Brunello di Montalcino is the best-known wine among Italian consumers, with a notoriety of 67%, ahead of big names like Prosecco, Chianti and Chianti Classico and Montepulciano d'Abruzzo. This is the verdict expressed at Benvenuto Brunello (19-29 November) by the annual Wine Intelligence report, carried out on a representative sample of consumers in Italy. In the words of the President of the Consorzio del vino Brunello di Montalcino, Fabrizio Bindocci, “The outcome of the survey is by no means to be taken for granted, if we consider that our wine represents less than 0.2% of Italy's annual production and is the designation that expresses least volume among the top 20 in the classification. The result is an acknowledgement of the quality and strength of a collective brand which, up until now, we thought was stronger abroad than in Italy”.
According to Wine Intelligence's analysis, the typical Brunello consumer is a woman, from Central Italy, aged between 35 and 54, with an average income of over 50 thousand euros, who tends to shop online and is passionate about wine. 15% of those who know the wine actually go on to buy it.
In relation to the level of notoriety (67%), Brunello wins over its competitors both among men (68%) and women (66%) and is already in the lead among consumers aged 35-54 (65%), while it dominates from 55 years up (73%). The geography of knowledge of Brunello rewards Central Italy (70%) and Northern Italy (69%), where it is, however, surpassed by Prosecco (71%).
Benvenuto Brunello, which began today with two days reserved for the national and international press, made its debut with a new format and in a new autumn spot for its 30th anniversary. Montalcino is hosting 11 days of tastings planned with 119 wineries to celebrate Brunello 2017, Brunello Riserva 2016 and Rosso di Montalcino 2020 together with wine lovers and members of the trade. An average of 9 million bottles of Brunello di Montalcino Docg are produced every year, 70% of which are destined for export.