Osservatorio Signorvino recently released the 2020 consumption data for Signorvino, the most representative wine experience chain in Italy, covering its 20 stores in the country.
Image from: Italian Wine Network
Which regions are the most popular?
According to Signorvino"s sales data for 2020 in 20 stores throughout Italy, the most popular wine regions for 2020 are the Franciacorta Guaranteed Appellation, followed by the Valpolicella Ripasso DOC, Trento DOC, Lugana DOC, and CV Super Prosecco. AOC, Trento DOC, Lugana DOC, Conegliano Valdobbiadene Prosecco Superiore DOCG, Alto Adige DOC AOC Prosecco DOC, AOC Barolo DOCG, AOC Brunello di Montalcino DOCG, AOC Primitivo di Manduria DOC, AOC Bolgheri DOC, AOC Bologna DOC, AOC Bologna DOC. AOC Bolgheri DOC, AOC Valpolicella DOC, AOC Alto Adige DOC Gewurztraminer and AOC Chianti Classico DOCG.
The top five selling sparkling wines for the Christmas sales season in November-December 2020 were, in order.
* Conegliano Valdobbiadene Prosecco Superiore DOCG Cartizze Single Vineyard Sparkling Wine
* Franciacorta Traditional Method Sparkling Wine Dry Brut Satn
* :: TrentoDOC Brut version (traditional method sparkling wine)
* Prosecco DOC sparkling wine
* Alta Langa DOCG Pas Dos (Traditional Sparkling Wine)
E-commerce channel customer unit price 3 times than offline
The report also shows that despite many challenges in 2020, Signorvino maintains operations in more than 20 stores throughout Italy and has recently opened new stores in Parma, Rome and Milan. Signorvino has increased its workforce by 12% compared to 2019, with 45% of current employees being women and an average age of 32. In March 2021, Signorvino will also consider opening new stores in Fidenza, Emilia Romagna.
A statement from Signorvino revealed that the chain's stores were forced to shut down for several months due to the decrease in foot traffic and attendance caused by the epidemic, and a decline in offline sales within the stores was inevitable. However, the wine delivery business brought a new turnaround, accounting for nearly 50% of the total revenue of Signorvino's chain stores in 2020.
In view of the reduction in sales in 2020, Signorvino developed a strategy centered on omnichannel retailing, one of the most effective and direct solutions being the O2O (online to offline) marketing model, which enables customers to book online and have it delivered to their homes. signorvino opened its e-commerce channel in July 2020 and within just six months sales reached 400,000 euros. And the highest sales growth was achieved in November and December 2020. Signorvino's O2O marketing model and e-commerce sales channel reportedly resulted in nine bottles of wine per person and a unit price of 122 euros, three times its offline unit price.