I was flipping through the Corriere Vinicolo, and noted some very interesting statistics on Italian wine exports throughout the world that I would like to share with you. I lingered over the category of wine that is closest to my own business interests, which is to say D.O.P. wines, and noted, without surprise, that Switzerland is the European country able to spend the most, on average: for one litre of good Italian wine, 6.05 euros per litre, with a total of 135 million litres. The Ukraine is also listed around 6 euros per litre, but the total number of imported litres is only 700,000. Next come Denmark, Finland and Sweden, at 5 euros per litre. The situation of tiny Latvia is interesting, which is listed at 4.48 euros per litre for a population of only two milion inhabitants. This data might be distorted, due to the many Russian businesses that have set up bridgeheads in Riga in order to ease Moscow imports. Germany and Lithuania share the final slot in this classification, although for completely different reasons.
If we limit ourselves to consideration of D.O.P. wines, Hong Kong stands out at almost ten euros per litre and a volume of one and a half million total litres. But the incredible thing is that Hong Kong registered a 40% increase with respect to last year!
The United Arab Emirates, Singapore and India are listed at five euros per litre, but the volumes are extremely low, especially in India, when compared to the number of inhabitants.
Canada seems to be the most mature market, since the average is registered at 4.23 euros per litre, with a volume of 32 million litres, without considering the momentous United States, which with nearly 94 million litres and an average of 4.42 per litre hold the highest step on the podium, as is not difficult to believe.
Brazil, Russia and China, followed by Mexico, are in my opinion the most realistically futuristic. I think that in the short to medium term, with reference to population, purchasing power, political stability and cultural appeal in connection with Italy, these countries can be very satisfying to us in terms of fine wine. In old Europe, on the other hand, hampered by the economic crisis, I think that the only countries one can believe in are those of Scandinavia and possibly also the populous and responsive Poland.