Quality, prices and production efficiency: an exploratory study of Italian wines with appellation of origin


Abstract

Wine is a complex and highly differentiated product of a very wide and heterogeneous compartment, where quality plays an important role in determining demand. Wine production in Italy is unique in the world and important for all of its regions and its vineyards are placed in extremely different environments, from coastal plains to considerable altitudes and slopes. The Italian level of quality can be considered very high, since approximately 69% of wine production is characterized by Appellation of Origin (AO). The main purpose of this study is to evaluate the potential efficiency in production of Italian wines with Appellation of Origin, in terms of quality, prices and vine yields. Results of this study highlight the economic value generated annually by each declared hectare of vineyard, showing the “Top five wines”, allowing reflections that underline the strategic role of some factors, useful to create a high value production process.

DOI: 10.30682/nm1801g

Pier Paolo Miglietta*, Domenico Morrone**

* Department of Economics and Management, University of Salento, Lecce, Italy.

** Department of Management, LUM University, Casamassima (BA), Italy.

Corresponding author: morrone@lum.it

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1. Introduction

Wine surely cannot be considered a new product, since its origins date back thousands of years b.C.. It is a complex and highly differentiated product of a very wide, heterogeneous and articulated compartment, where quality plays an important role in determining demand.

Although wine is not considered an essential food for human nutrition, it has always influenced the economy of the wine-producing countries thanks to its symbolic values, full of social and cultural meanings (Miglietta et al., 2015).

World wine production is very remarkable. It is around 267 million hectolitres, considering the last data available referring to 2016 (OIV, 2017).

However, the wine market represents a challenging global market with an evident contraposition between the Old World producing countries and the New World ones, as stated by Campbell et al. (2006). The first group is the production leader where only three countries, respectively Italy, France and Spain, contribute to the half of the entire volume, thanks to a long tradition in this sector. But in the Old World consumption is decreasing, differently from the New World, where production and, above all, consumption are increasing, showing interesting numbers. For example the U.S. is the fourth producer with 23,9 million hectolitres, but the first consuming country with 31,8 million hectolitres. Other important consuming countries of the New World are China (17,3 mln. hl), Argentina (9,4 mln. hl), Australia (5,4 mln. hl), Canada (5,0 mln. hl) and Japan (3,5 mln. hl) (OIV, 2017). This means increasing competition (Malorgio et al., 2008), where export activity plays a strategic role.

Therefore, the current overview of the international wine market shows, as stated by Hussain et al. (2007), the radical and rapid change of competitive positions and consumption patterns in the Old and New World countries.

Consequently, the global wine market has become more complex, also considering the evolution of the way of consumption. It is important to reflect not only in terms of volumes sold, but we even have to consider all variables that may affect consumer behaviour.

Following the analysis of Smith et al. (2007), several factors may influence wine consumption. They could be the general economic conditions (where homogeneity is increasing according to Kustin and Mitry (2003) and Smith and Solgaard (1997)), such as a developing health consciousness that drives consumers to more fashionable and healthful beverages.

Regarding the wine purchasing decision, Schamel (2006) identifies a positive effect coming from expert opinions or producer quality signals too, for example a regional differentiation (reinforced by the protection of geographical indications). In particular, the strong connection with the territory is one of the most important contexts to attract consumer preferences, as tested by the very well-known issue of territorial identity. Following the best example related to French wine with terroir, it demonstrated that the place of origin can evoke authenticity, as a presupposition for quality (Gade, 2004).

Therefore, all these circumstances continuously lead wineries to look for efficiency in every stage of production and selling, from the agricultural phase to promotional activity. The ultimate goal is to strengthen the different features of this beverage to underline its qualities. Thanks to technological progress you can measure and improve the quality of the wines produced through finesse, intensity, and originality in taste and smell and by microbiological and physicochemical stability (Colagrande et al., 1994; Dubourdieu, 1986; Noble, 1988; Rapp et al., 1986; Schreier et al., 1979).

Considering the international market, wine producers need to put economic efficiency as one of the most important evaluations for their activity. The former is a wide concept that includes price and technical efficiency, as stated by de Sousa Henrique et al. (2009). From this point of view the perfect match that has to be reached among costs, production, sales and consumer preferences, to build the best value for wine is clear.

The aim of this study is to calculate the production efficiency of Italian wines with an Appellation of Origin (AO) in terms of value attained by each vineyard area, investigating the relation between yields and prices as representation not only of technical process factors, but also of economical aspects and territorial identities. The choice of AO wines is, in fact, motivated by the particular features they represent, with a particular meaning considering the market evolution and the commitment towards sustainable development direction.

The paper is organized as follows: Section 2 provides a background on quality features in the Italian wine market with a focus on regional differences. Section 3 is devoted to discussing the data used, the overall logical framework and methodology. Section 4 presents the discussion of results and Section 5 concludes.

2. Background

2.1. Wine quality and the territorial identity

In the last few years the evolution of international wine markets has expressed a highly fragmented offer of products and relative labels (Bruwer, 2004). Therefore the imperative of differentiation to reach a desirable position in consumer preferences is not so simple. Following this direction, above all for wine, the identification with the place of origin may be one of the best possible business strategies (Thode and Maskulka, 1998). The growing importance of territory has been demonstrated through the consumers’ willingness to pay higher prices for wines produced in a famous area, even if they do not have enough information related to quality (Schamel, 2006). This relation has been very well interpreted, as above mentioned, from the concept of terroir, identifying, according Vaudour (2002), different aspects like variety of plants, typical foods, territory, strategies of advertising and marketing. Moreover, he underlines that, considering the sustainable production and the evolution of the wine market (Hardie, 2000; Corino and Calo, 2001), the connection with the territory is the way to represent the features of the place of origin through distinguished wines. Currently it is possible to affirm that the territorial identity is becoming a real competitive advantage in wine marketing policies (Rocchi and Gabbai, 2013). This strategic feature has been accepted not only by the Old World producers but also by New World ones, who definitely recognize it as an instrument for quality differentiation (Camanzi et all., 2017).

Summarizing, geographic branding can be settled in a relationship with quality and sustainability (Warner, 2007), including social, economic and environmental aspects. When aiming to reach a high position in the market, the connection between the place of production and quality is an obliged element (Beverland, 2005, 2006). Moreover, considering the limits imposed by the Appellation of Origin in terms of production restrictions (yield, territories, etc.), this certification often becomes, analyzing other agro-food sectors, a real non-tariff barrier (Chambolle and Giraud-Héraud, 2005). For this reason a structured strategy is fundamental. Surely, analyzing the place of origin and the quality of production is strictly connected with different environmental elements as soil, climate and other physical elements (Costantini et al., 2016; Costantini and Bucelli, 2014; Van Leeuwen and Seguin, 2006) and an efficient vertical relationship between the phases of production and processing is important too (Malorgio et al., 2013).

Table 1 – Wine Production by Italian Region (volumes in thousands of hectoliters).

Region

2012

2013

2014

2015

2016

%Var 2012-2016

Abruzzo

2,443

2,728

2,273

2,936

2,937

20%

Basilicata

189

178

102

87

93

-51%

Calabria

400

370

314

404

391

-2%

Campania

1,542

1,644

1,183

1,614

1,286

-17%

Emilia Romagna

6,273

7,396

6,958

6,752

7,039

12%

Friuli-Venezia Giulia

1,281

1,073

1,367

1,872

1,856

45%

Lazio

1,365

1,571

1,302

1,676

1,523

12%

Liguria

46

46

63

79

63

37%

Lombardia

1,222

1,301

1,424

1,410

1,421

16%

Marche

918

1,039

915

959

959

4%

Molise

319

319

297

232

232

-27%

Piemonte

2,366

2,580

2,402

2,467

2,549

8%

Puglia

5,338

5,908

5,430

7,313

8,792

65%

Sardegna

503

638

746

794

804

60%

Sicilia

5,169

7,282

4,539

5,476

5,323

3%

Toscana

2,098

2,657

2,778

2,825

2,738

31%

Trentino-Alto Adige

1,210

1,362

1,029

1,230

1,140

-6%

Umbria

637

706

670

765

814

28%

Valle d’Aosta

17

20

15

14

15

-12%

Veneto

7,740

9,148

8,281

9,733

10,145

31%

Italy

41,074

47,966

42,088

48,635

50,118

22%

Source: based on data from Italian Wine Central (2017a).

2.2. The AO wine Italian production

Wine production in Italy is unique in the world and important for all of its regions and its vineyards are placed in extremely different environments, from coastal plains to considerable altitudes and slopes (Miglietta et al., 2013; De Leo et al., 2015).

Figure 1 – Wine Production in Italy and quality level in 2016 (% of the total volumes produced in each Region).

Since approximately 69% of wine production is characterized by Appellation of Origin (AO), the Italian level of quality can be considered very high. As we can see from Table 1, Regions with the highest production volumes in 2016 are Veneto (10,145 thousand of hectoliters), Puglia (8,792 thousand of hectoliters), Emilia-Romagna (7,039 thousand of hectoliters) and Sicily (5,323 thousand of hectoliters).

Puglia and Sardegna are the best performing regions in terms of percentage of variation between 2012 and 2016, registering increasing values of production over 60%, beyond the Italian average of 22%. The two worst regions are Basilicata and Molise which have registered in the five-year period respectively -51% and -27% in their total production of wine.

Nevertheless, if we consider wine quality, each region has a different productive performance, whose ranking differs from the above figures based only on quantitative parameters.

As we can see in Figure 1, in Puglia 71% of production is destined to generic wines, while only 29% to the production of wines with AO (in particular PDO – Protected Designation of Origin and PGI – Protected Geographical Indication); in Veneto the situation is completely reversed, 92% of its wine production, accounting for 27% of AO Italian wine production and almost 19% of the total, is destined to PDO and PGI wines.

3. Materials and methodology

The main aim of this study is to evaluate the potential efficiency in production of AO wines, in terms of quality, prices and vine yields and the related efficiency trend.

The research design adopted is a secondary data analysis. Existing quantitative datasets have been used as data sources to realize an analysis and to verify our hypothesis.

The panel data used for the purposes of this study has been constructed based on FEDERDOC reports (Federdoc, 2012; 2013; 2014; 2015; 2016), used for the dissemination of statistics on wine production with Appellation of origin and ISMEA data (ISMEA, 2017). Federdoc is the National confederation of volunteer consortium for the protection of Italian wines with Appellation of Origin. It publishes yearly the so-called “V.Q.P.R.D. d’Italia”, which contains data relating to the production of wines with Appellation of Origin in Italy on the basis of surveys provided by some supervisory structures.

Ismea (Istituto di servizi per il mercato agricolo alimentare), instead, is a public entity, controlled by the Ministry of Agricultural, Food and Forestry Policies, part of the SISTAN (National Statistics System) and of SIAN (National Agricultural Informative System).

For the scope of this study, a sample of 65 Italian wines with Appellation of Origin was selected among wines whose variables chosen for this research have been previously observed and were annually available for the analyzed period of time.

For this reason, not every AO Italian wine has been considered in this analysis, because of the lack of data.

The time series included in this research goes from 2011 up to 2015 and it does not go further because the years 2011 and 2015 are the only years when complete and reliable data for the variables used in our framework could be found.

In particular, the analysis is based on three fundamental variables: wine production, declared surface of grapes, and wine prices. These variables have been selected as the most important factors affecting economic and technical efficiency, since they include quality attributes, vine and grape yields related to cultivation and winemaking methods, market and consumption-driven aspects. Appendices 1, 2 and 3 report time series of these variables for each AO wine considered in the study.

The first variable, wine production has been measured by the production data, expressed as hectoliters of wine produced. The second variable, declared surface of grapes, has been measured by the extension in hectares used for the specific viticulture. The third variable, wine prices, has been measured by the average annual prices at source, i.e. the prices paid to producers on average in a year for a specific wine with Appellation of Origin, expressed in Euro/hectoliters, used as proxy for capturing not only tangible, but also intangible values, mainly imputable to territorial identity.

The methodological approach of this study consists of five steps. In the first, data on the wine production and declared surface of grapes related to the 65 Italian wines with AO were collected and analyzed for the five-year period 2011-2015 (Federdoc, 2012; 2013; 2014; 2015; 2016), and then integrated with average annual wine price (ISMEA, 2017).

In the second step, descriptive statistics of each variable considered in this study were illustrated and a correlation matrix based on Pearson’s coefficient was calculated.

In the third step, we proceeded with the calculation of the production efficiency of AO wines, i.e. the value generated annually by each declared hectare of vines in the geographic areas interested by typical production, by the equation:

where:

Prodwine indicates the production of wine, expressed in hl;

Pricewine represents the average annual producer prices in €/hl;

Areswineyards is the area expressed in terms of declared ha of grape.

After the calculation of the economic value generated by the areas under vines (Effwine), in the fourth step a ranking was drawn up to highlight the top five AO wines in 2015, in order to capture potential specifications that characterize attitudes or attributes of these competitive productions.

Finally, in order to respond to the purpose of this study, the change rate of the Effwine between 2011 and 2015 was computed in order to capture efficiency trend.

4. Results and discussions

Descriptive statistics for the variables mentioned in the materials and methods section and collected in the Appendices 1, 2 and 3 are illustrated below in Table 2.

Before proceeding with the calculation of production efficiency of AO wines, Pearson’s coefficients were calculated in order to detect correlation between variables (Table 3).

The correlation matrix highlights a strong relation between declared vineyards and AO wine production, which is equal to 0.914 and could be intuitively hypothesized. This relation is in fact strictly linked to the yields not only in terms of grapes produced by a certain vineyard area (crop yields), but also to the yields in terms of quantity of wine produced by a certain quantity of grapes (technical process yields).

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Table 2 – Descriptive statistics of the variables used for the analysis for each year from 2011 to 2015.

Table 2 – Descriptive statistics of the variables used for the analysis for each year from 2011 to 2015.

Wine production (1,000 hl)

Declared surface of grapes (ha)

Wine price (€/hl)

2011

Mean

172

2,367

118

St. Dev.

235

2,823

100

Min

4

107

34

Max

1,351

14,645

617

2012

Mean

175

2,432

130

St. Dev.

273

2,968

112

Min

5

82

51

Max

1,798

14,285

677

2013

Mean

186

2,459

139

St. Dev.

307

3,176

115

Min

6

81

54

Max

2,141

17,490

710

2014

Mean

183

2,466

139

St. Dev.

321

3,326

121

Min

2

46

44

Max

2,241

19,108

755

2015

Mean

213

2,655

153

St. Dev.

473

3,776

138

Min

4

63

44

Max

3,648

23,979

880

 

Table 3 – Correlation matrix based on Pearson’s coefficients for each variable considered in the analysis.

Wine production

Declared surface of grapes

Wine price

Wine production

1.000

0.914

0.002

Declared surface of grapes

1.000

0.054

Wine price

1.000

Critical value at 5% (for two tails) = 0,1088 for n = 325

The values of Pearson’s coefficient for the relation between wine prices and wine production or declared area of grapes, which are approximately close to 0, underline a weak correlation, explained by the fact that wine prices, contrarily to other agri-food products, capture other factors than the classical ones, such as supplied and demanded quantity.

Wine prices include intangible values, which are not merely connected with crop or technical processes, but are more linked to the concept of terroir mentioned in the background subsection.

Table 4 – Top five Italian wines with Appellation of Origin in terms of annual production efficiency expressed in

€/ha and percentage variation between 2011 and 2015.

Position

Appellation of Origin

2011

2012

2013

2014

2015

% change rate 2011-2015

1

Barolo

27,259

33,901

35,139

32,790

38,350

41%

2

Brunello di Montalcino

22,816

26,545

28,178

30,279

36,779

61%

3

Prosecco

19,154

19,509

14,690

13,605

26,775

40%

4

Conegliano Valdobbiadene

17,444

19,067

18,440

18,109

20,642

18%

5

Vino Nobile di Montepulciano

14,053

13,281

18,348

18,211

19,033

35%

Including wine prices in the production efficiency assessment of AO wines, as illustrated in the materials and methods section, helps in strengthening our results.

Figure 2 – Efficiency trend of the top five Italian wines with Appellation of Origin in €/ha between 2011 and 2015.

Table 4 and Figure 2 indicate the economic value generated annually by each hectare declared (in absolute terms), showing the “Top five wines” and their trends. Through these data it is possible to make some reflections that underline the strategic role of some above-mentioned factors, useful to create a high value proposition. These factors are, to cite the most important, technical efficiency as well as valorization, marketing and promotion activities.

Wines named “Barolo”, “Brunello di Montalcino” and “Vino Nobile di Montepulciano” are not a surprise in this ranking, since they represent the crown jewels of the Italian wine panorama. They come from the well-known Italian regions dedicated to this kind of production, Piedmont and Tuscany. These wines were some of the first wines launched in the national and foreign markets. The ongoing work of promotion has been also carried out thanks to the relevant contribution of consortia, which grouping all wineries, protect the image and the tradition, strictly connected with the origin territories.

In particular, the “Consortium for the Protection of Quality of Local Wines Barolo and Barbaresco” is one of the most ancient, founded in 1934, in the first decades of the last century. It is not a coincidence that currently Barolo is the wine with the “best value” in the proposed elaboration and was also mentioned in the book The best Italian wines since 1908 (Strucchi, 1908). These three above-mentioned typologies have reached these positions mostly for the efficiency of intangible assets. They did not receive a clear support from the efficiency in production. Evaluating the first and the last year of the observations, Barolo registered a slight increase of the declared area (+7%), corresponding, substantially, to the same increasing level of production (+8%). On the contrary, the value of production per hectare has significantly developed (+41%), thanks to the positive trend of the prices (+39%).

On the same level are the results of Brunello di Montalcino, where it is possible to observe a better but marginal influence of efficiency in production. A non-relevant increase in cultivation areas (+2%) was followed by a good result in production (+15%) but, also in this case, the main reason for the growth of the value generated per hectare (+61%) must be attributed to the higher prices (+43%).

A particular case is Vino Nobile di Montepulciano. The reduction of the declared area in the five-year period (-7%) has been accompanied by a worsening in production capacity (-13%) but, thanks to a very positive trend of the prices (+44%), the final result is still more than interesting (+35%).

Conegliano Valdobbiadene followed the same direction of the above-mentioned wines. Definitively there is a balanced increase of area and production (respectively +25% and +27%), while the value produced for each hectare (+18%) can very well explained by the price increase (+17%).

A final consideration, not in order of importance, is given to Prosecco. It registered very important sales. In general the entire sparkling wine sector has seen a positive trend in recent years, but Prosecco is gaining ever-larger market shares. For this typology the double influence in the final result (+40%) of price evolution (+11%) and, even more, the efficiency in production is evident. The remarkable increase in the declared areas (+114%) has been followed by a more substantial increase in production (+170%). The results shown represent clear evidence of the great value that an AO wine could reach, in terms of quality and revenues. In the Italian territory there are a lot of other AO productions that could follow the same direction, since in the past decades there has been an evident lack of strategic policies for different varieties, missing out on all of the opportunities coming from a wonderful heritage.

An example could be “Marsala”. This is a very ancient wine from west coast of Sicily, where the earliest traces of an international trade between Sicily and England date back even to the end of the seventeenth century. After this first development, there was an important story related to this wine, strictly connected with the local development. Unfortunately, some wrong choices caused a strong loss of value, mostly during the ‘60s and ‘70s. In that period, considerable quantities of Marsala were produced with different non-original flavors, altering the originality of the wine. Moreover, the same “production regulations” still today provide too many varieties, which is not good for defining a precise identity of Marsala (Carrera, 2013). In the last five years, the attention to quality and to consumer preferences, totally oriented to originality without modifications, have been sending a clear signal, verifiable through the average price that has had significant growth, going from 66 Euro in 2011 to 115 Euro in 2015 for each hectolitre, with an increase of 74% (Appendix 3).

5. Conclusions

The proper policies to restore the real wine identity are giving the first positive results in Italy, but there is still a long complex path to be followed. In this context the case of French wines can be considered emblematic. In 2015 the real total wine production in France was about 47 mln. hl, compared to 50 mln. hl of Italy (OIV, 2017). Despite this imbalance based on quantities produced, French wines were able to create a total value of 27.5 bn Euro, while Italian ones stopped at 13.4 bn Euro, less than half. This means that the real challenge for the Italian wine industry should be focused on the territorial identity in terms of efficiency, quality production, originality and promotion (INDV, 2017).

When investigating the ability of viticulture to combine input and output variables of the grape production processes, the level of efficiency assumes relevance, not only to policy makers, but also to farmers, who can benefit and base their business strategies on the efficiency results.

Producing AO wines is profitable in economic terms, given the high added value associated with product itself, but the association between quality, prices and productive efficiency is still up for debate (De Leo et al., 2015). Our study has focused on the assessment of AO wines, analyzing their performance in terms of economic values originated from areas under vines.

From this analysis it is clear that, particularly in some cases, grapevine adaptation to the traditional areas of production allows for the use of fewer resources than those that, in theory, are required, assuring sustainability from an economic productivity based view (Toma et al., 2016). Strengthening the production of these AO wines would lead to an increase in the economic values generated by the sector, allowing plants to produce adequate quantities of grapes with fewer dedicated areas, focusing on higher yields in terms of grapes produced and related wine production, assuring efficiency, sustainability and nutritional quality of the final product.

With reference to typical products, local actors should develop strategies able to generate economic and environmental value on the basis of the specific characteristics of the territory, thus becoming a potential resource for the rural system through the creation of the value generated by the product itself (Tregear et al., 2007; Marescotti, 2003).

In a modern marketing policy view, it is clear, in fact, that the fundamentals of sustainability cannot be omitted, and that the profit objective has to be balanced with environmental bounds (Morrone, 2012).

Moreover, the continuous work to promote wines and their territories produces an interesting value not only for wines, but also for the lands located in the areas delimited by AO wine specifications. It is a true virtuous circle that is possible to generate. In fact, analyzing the average prices of the land values related to vineyards (used to produce both wine and fruit to eat) found in the regions of the five above-mentioned wines, the increasing results supported by Barolo and Conegliano are evident. In fact, these had, respectively, a growth of 9% and 14%, from 2011 to 2015 (CREA, 2017).

Although this work has already widened the approach to land use indicator linked to the agricultural process, in order to improve the concept of productivity in an environmental context, future studies could also update the results of this paper, extending the assessment to other geographical and agriculturally relevant areas, analyzing the impact of other environmental variables on efficiency using parametric and non-parametric models (Toma et al., 2017).

In this perspective, further research should be addressed to assessing the environmental footprints of wine production and trade to test the productive specialization of different areas around the world, from a natural resource sustainability approach.

Acknowledgements

The authors would like to thank Mariateresa Santaloia and Traci Michelle Ricciardo for the extensive English revisions.

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Appendix 1 – Production of 65 Italian wines with Appellation of Origin (expressed in thousand
hectoliters).

Appellation of Origin

Region

2011

2012

2013

2014

2015

Alcamo

Sicilia

8

18

11

12

18

Alto Adige o Sud Tirol

Trentino

295

287

317

278

288

Asolo Prosecco

Veneto

11

16

17

50

62

Asti

Piemonte

817

769

712

812

705

Barbaresco

Piemonte

32

33

35

33

35

Barbera d’Alba

Piemonte

88

88

93

82

88

Barbera d’Asti

Piemonte

233

224

227

207

215

Barbera del Monferrato

Piemonte

65

56

64

59

54

Bardolino

Veneto

251

255

218

196

227

Barolo

Piemonte

98

99

104

96

106

Bianco Custoza

Veneto

119

115

112

95

104

Bolgheri o Bolgheri Sassicaia

Toscana

44

43

48

49

55

Bonarda dell’Oltrepò Pavese

Lombardia

196

169

189

181

185

Brunello di Montalcino

Toscana

71

77

76

77

82

Cannonau di Sardegna

Sardegna

90

100

87

87

100

Castel del Monte

Puglia

42

35

40

32

39

Cerasuolo d’Abruzzo

Abruzzo

59

60

63

58

64

Chianti

Toscana

769

673

733

823

846

Chianti classico

Toscana

286

228

258

293

294

Cirò

Calabria

30

35

41

30

36

Colli Orientali del Friuli

Friuli

85

77

72

73

87

Colli Piacentini

Emilia-Rom.

109

92

105

103

91

Collio Goriziano

Friuli

63

60

63

59

68

Conegliano Valdobbiadene

Veneto

528

571

589

606

669

Cortese dell’Alto Monferrato

Piemonte

15

16

15

15

14

Dolcetto d’Alba

Piemonte

65

68

66

47

54

Etna

Sicilia

12

22

25

27

27

Franciacorta

Lombardia

167

118

129

127

137

Frascati

Lazio

88

88

59

68

67

Friuli Grave

Friuli

237

161

160

163

174

Gavi

Piemonte

86

86

96

102

95

Gutturnio

Emilia-Rom.

90

80

84

82

93

Lambrusco di Sorbara

Emilia-Rom.

125

129

130

102

135

Lambrusco Grasparossa

Emilia-Rom.

118

105

109

113

114

Lambrusco Salamino di Santa Croce

Emilia-Rom.

184

186

172

183

151

Langhe

Piemonte

89

89

102

91

96

Locorotondo

Puglia

4

5

6

2

4

Lugana

Lombardia

82

89

98

104

116

Marsala

Sicilia

29

102

97

95

115

Modena

Emilia-Rom.

79

76

103

58

78

Montepulciano d’Abruzzo

Abruzzo

796

877

851

811

871

Morellino di Scansano

Toscana

76

70

75

77

78

Nebbiolo d’Alba

Piemonte

30

30

32

30

32

Nuragus di Cagliari

Sardegna

20

15

17

16

16

Oltrepò Pavese

Lombardia

198

172

193

151

168

Orvieto

Umbria

114

100

96

105

113

Primitivo di Manduria

Puglia

88

87

131

86

154

Prosecco

1,351

1,798

2,141

2,241

3,648

Reggiano

Emilia-Rom.

154

135

148

156

158

Roero

Piemonte

47

48

52

47

53

Rosso Piceno

Marche

82

71

74

67

89

Rosso Conero

Marche

13

8

14

15

13

Salice Salentino

Puglia

140

141

146

77

117

San Severo

Puglia

34

31

28

23

22

Soave

Veneto

412

530

517

506

422

Trebbiano d’Abruzzo

Abruzzo

188

197

187

166

191

Trentino

Trentino

563

520

606

502

653

Valdadige o Etschtaler

Trentino

100

97

117

114

104

Valpolicella

Veneto

356

354

380

425

378

Venezia

Veneto

137

106

108

109

162

Verdicchio dei Castelli di Jesi

Marche

146

129

154

149

165

Vermentino di Gallura

Sardegna

42

47

51

51

45

Vermentino di Sardegna

Sardegna

99

95

121

101

112

Vernaccia di San Gimignano

Toscana

42

37

39

44

40

Vino Nobile di Montepulciano

Toscana

62

55

58

65

54

Source: based on data extracted from Federdoc (2012, 2013, 2014, 2015, 2016).

Appendix 2 – Declared area for 65 Italian wines with Appellation of Origin (expressed in hectares).

Appellation of Origin

Region

2011

2012

2013

2014

2015

Alcamo

Sicilia

337

289

163

246

287

Alto Adige o Sud Tirol

Trentino

4,490

4,585

4,622

4,607

4,669

Asolo Prosecco

Veneto

138

216

190

698

931

Asti

Piemonte

9,803

9,490

9,045

9,537

9,404

Barbaresco

Piemonte

678

684

728

733

738

Barbera d’Alba

Piemonte

1,438

1,565

1,598

1,589

1,561

Barbera d’Asti

Piemonte

4,367

3,546

3,600

3,285

4,727

Barbera del Monferrato

Piemonte

1,172

788

910

837

765

Bardolino

Veneto

3,000

2,932

2,816

2,428

2,336

Barolo

Piemonte

1,945

1,977

2,054

2,067

2,073

Bianco Custoza

Veneto

1,224

1,242

1,345

1,197

1,258

Bolgheri o Bolgheri Sassicaia

Toscana

834

926

888

956

994

Bonarda dell’Oltrepò Pavese

Lombardia

2,839

2,631

2,697

2,572

2,583

Brunello di Montalcino

Toscana

1,920

1,958

1,915

1,920

1,962

Cannonau di Sardegna

Sardegna

1,164

2,187

2,187

2,236

2,185

Castel del Monte

Puglia

623

334

417

310

395

Cerasuolo d’Abruzzo

Abruzzo

689

684

691

654

699

Chianti

Toscana

14,645

14,183

14,171

14,296

14,413

Chianti classico

Toscana

6,783

6,518

6,576

6,653

6,590

Cirò

Calabria

710

423

487

357

740

Colli Orientali del Friuli

Friuli

1,832

1,807

1,750

1,688

1,832

Colli Piacentini

Emilia-Rom.

1,661

1,658

2,610

1,220

1,065

Collio Goriziano

Friuli

1,277

1,234

1,262

1,203

1,257

Conegliano Valdobbiadene

Veneto

5,751

6,259

6,580

6,860

7,195

Cortese dell’Alto Monferrato

Piemonte

248

223

210

216

202

Dolcetto d’Alba

Piemonte

1,265

1,391

1,359

1,315

1,218

Etna

Sicilia

568

645

656

772

760

Franciacorta

Lombardia

2,629

2,580

2,530

2,445

2,633

Frascati

Lazio

1,187

839

865

890

830

Friuli Grave

Friuli

3,101

2,879

2,380

2,699

2,514

Gavi

Piemonte

1,424

1,455

1,460

1,474

1,507

Gutturnio

Emilia-Rom.

1,314

1,271

1,036

1,014

1,153

Lambrusco di Sorbara

Emilia-Rom.

1,261

1,937

1,185

957

1,076

Lambrusco Grasparossa

Emilia-Rom.

1,200

1,333

1,120

1,212

907

Lambrusco Salamino di Santa Croce

Emilia-Rom.

1,519

2,532

1,521

1,648

1,388

Langhe

Piemonte

1,533

1,264

1,371

1,448

1,519

Locorotondo

Puglia

107

82

81

46

63

Lugana

Lombardia

1,015

1,050

1,126

1,185

1,330

Marsala

Sicilia

1,480

1,672

1,479

1,737

1,836

Modena

Emilia-Rom.

648

1,017

774

667

841

Montepulciano d’Abruzzo

Abruzzo

9,203

9,332

9,264

9,055

9,559

Morellino di Scansano

Toscana

1,424

1,414

1,305

1,315

1,355

Nebbiolo d’Alba

Piemonte

523

649

700

713

748

Nuragus di Cagliari

Sardegna

175

131

152

144

146

Oltrepò Pavese

Lombardia

3,212

2,912

2,929

2,451

2,783

Orvieto

Umbria

1,813

1,942

1,531

1,676

1,804

Primitivo di Manduria

Puglia

2,228

2,050

2,345

2,366

3,100

Prosecco

 –

11,215

14,285

17,490

19,108

23,979

Reggiano

Emilia-Rom.

1,409

1,072

1,176

1,394

1,256

Roero

Piemonte

724

878

1,015

1,028

1,052

Rosso Piceno

Marche

1,318

1,161

1,140

1,124

1,340

Rosso Conero

Marche

225

173

208

237

207

Salice Salentino

Puglia

2,067

2,196

2,215

1,564

1,866

San Severo

Puglia

342

315

287

251

233

Soave

Veneto

4,523

5,645

5,301

5,438

5,827

Trebbiano d’Abruzzo

Abruzzo

2,133

2,139

2,122

1,968

2,195

Trentino

Trentino

6,827

6,685

6,589

6,615

7,367

Valdadige o Etschtaler

Trentino

848

979

1,110

1,100

1,041

Valpolicella

Veneto

6,833

7,061

7,282

7,435

7,660

Venezia

Veneto

1,559

1,141

1,277

1,457

1,967

Verdicchio dei Castelli di Jesi

Marche

2,104

2,036

2,013

2,015

2,040

Vermentino di Gallura

Sardegna

623

865

1,107

1,180

1,241

Vermentino di Sardegna

Sardegna

762

851

1,081

902

1,522

Vernaccia di San Gimignano

Toscana

714

718

725

740

719

Vino Nobile di Montepulciano

Toscana

1,200

1,172

1,040

1,160

1,115

Source: based on data extracted from Federdoc (2012, 2013, 2014, 2015, 2016).

Appendix 3 – Average annual prices at source for 65 Italian wines with Appellation of Origin

(expressed in €/hl).

Appellation of Origin

Region

2011

2012

2013

2014

2015

Alcamo

Sicilia

63

76

90

92

99

Alto Adige o Sud Tirol

Trentino

210

192

202

261

276

Asolo Prosecco

Veneto

190

209

206

205

222

Asti

Piemonte

153

169

173

171

160

Barbaresco

Piemonte

291

274

266

292

356

Barbera d’Alba

Piemonte

113

116

134

118

137

Barbera d’Asti

Piemonte

83

92

95

100

112

Barbera del Monferrato

Piemonte

68

83

88

85

88

Bardolino

Veneto

78

85

81

83

91

Barolo

Piemonte

541

677

694

706

750

Bianco Custoza

Veneto

67

70

74

83

94

Bolgheri o Bolgheri Sassicaia

Toscana

142

131

149

177

240

Bonarda dell’Oltrepò Pavese

Lombardia

63

66

67

68

80

Brunello di Montalcino

Toscana

617

675

710

755

880

Cannonau di Sardegna

Sardegna

131

169

167

100

104

Castel del Monte

Puglia

70

77

78

69

67

Cerasuolo d’Abruzzo

Abruzzo

47

63

79

67

73

Chianti

Toscana

101

103

127

147

134

Chianti classico

Toscana

142

131

149

177

240

Cirò

Calabria

142

134

139

139

138

Colli Orientali del Friuli

Friuli

118

136

131

127

135

Colli Piacentini

Emilia-Rom.

72

82

99

100

96

Collio Goriziano

Friuli

118

136

131

127

135

Conegliano Valdobbiadene

Veneto

190

209

206

205

222

Cortese dell’Alto Monferrato

Piemonte

55

68

80

78

91

Dolcetto d’Alba

Piemonte

115

115

102

81

110

Etna

Sicilia

117

127

136

140

126

Franciacorta

Lombardia

185

201

206

210

231

Frascati

Lazio

53

64

78

88

90

Friuli Grave

Friuli

72

70

84

88

93

Gavi

Piemonte

149

150

153

163

228

Gutturnio

Emilia-Rom.

70

71

84

80

80

Lambrusco di Sorbara

Emilia-Rom.

56

66

66

84

83

Lambrusco Grasparossa

Emilia-Rom.

52

56

56

76

76

Lambrusco Salamino di Santa Croce

Emilia-Rom.

47

53

54

70

70

Langhe

Piemonte

104

119

129

134

143

Locorotondo

Puglia

65

75

82

64

62

Lugana

Lombardia

67

70

74

83

94

Marsala

Sicilia

66

79

96

103

115

Modena

Emilia-Rom.

46

63

74

56

81

Montepulciano d’Abruzzo

Abruzzo

47

63

79

67

73

Morellino di Scansano

Toscana

122

117

138

162

187

Nebbiolo d’Alba

Piemonte

127

137

181

184

219

Nuragus di Cagliari

Sardegna

44

73

89

84

80

Oltrepò Pavese

Lombardia

106

109

107

104

107

Orvieto

Umbria

56

61

83

83

90

Primitivo di Manduria

Puglia

70

77

78

69

67

Prosecco

 –

159

155

120

116

176

Reggiano

Emilia-Rom.

45

55

69

67

67

Roero

Piemonte

216

199

191

149

115

Rosso Piceno

Marche

54

58

58

58

58

Rosso Conero

Marche

113

113

113

113

113

Salice Salentino

Puglia

70

77

78

69

67

San Severo

Puglia

65

74

78

63

176

Soave

Veneto

65

77

89

87

84

Trebbiano d’Abruzzo

Abruzzo

34

51

68

44

44

Trentino

Trentino

127

138

145

137

144

Valdadige o Etschtaler

Trentino

140

164

170

166

168

Valpolicella

Veneto

155

250

244

231

239

Venezia

Veneto

118

136

131

127

135

Verdicchio dei Castelli di Jesi

Marche

69

75

88

83

89

Vermentino di Gallura

Sardegna

70

115

173

139

137

Vermentino di Sardegna

Sardegna

47

77

116

93

92

Vernaccia di San Gimignano

Toscana

124

135

137

149

141

Vino Nobile di Montepulciano

Toscana

272

283

329

325

393

Source: based on data extracted from ISMEA (2017).