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Distribution of wine sales in Italy in 2019, by channel

In the distribution of wine sales in Italy in 2019, the large-scale retail made up 36 percent of sales revenues, while the Ho.Re.Ca. (hospitality, restaurants, and catering) channel followed with 16.8 percent. Sales on online marketplaces made up only 0.7 percent of the total. However, this small market segment has a slightly higher relevance for fine wines, which have a price higher than 25 euros per bottle. In Italy, 0.9 percent of these wines produced by big companies is sold online.

Online wine shoppers

A poll conducted in May 2020 showed that nearly one in five Italian consumers used to buy wine online, with the two main channels being e-commerce marketplaces (11 percent), and supermarkets’ websites or apps (eight percent). Among the e-commerce platforms, Amazon was chosen by 14 percent of Italian respondents of all of ages, while individuals between 18 and 34 years showed an even a higher preference rate (17 percent)

Italian wine marketplaces

The growing popularity of online shopping for wine led to an increase in the revenues of online wine retailers. Vino 75 recorded the highest growth, as its revenues increased by 88 percent, if compared to 2018. Bernabei followed with a percentage increase of 48 percent, while revenues of Tannico, marketplace partially acquired by Campari, grew by 36 percent.

Distribution of wine sales in Italy in 2019, by channel

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Release date

May 2020



Survey time period


Supplementary notes

Data refer to companies holding 61 percent of total turnover.

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