Large-scale retail trade (GDO) is now the main channel for wine sales in Italy, intercepting an increasingly large and varied audience. Beginning on April 3, we will address this topic with a series of in-depth reports.
How often do we hear “I will never buy wine from the supermarket,” or “that is a supermarket wine.” Statements generally made by those who want to appear a snobbish expert, refined and a bit of a snob., at least in his “wine” choices.
Yet, the world of “supermarkets” or, rather, the Large-scale retail trade, accounts for twice the percentage ofHoreca, the sector of restaurants and wine shops, and decisively determines the wine market at the national level. Let’s not talk about what happens abroad, with huge groups like Sainsbury’s, Aldi, Tesco, Leclerc and whatnot.
We therefore decided, entrusting it to Pietro Rocchelli, who is an expert in that area, to address this topic on DoctorWine. Also to emphasize how “supermarkets” are by no means a uniform industry and that large-scale retail declines into many subcategories, from discount stores to Eataly, just to make a point.
This is not to root against Horeca, quite the contrary. But just to tell readers and producers who read us how things work, to understand how that very important area works and how, if at all, it should be addressed.
Wine in retail: a journey through numbers, strategies and trends
Behind an uncluttered shelf lies a web of complex strategies that determine which wines we find, how they are selected, what trends influence purchase choices, and what commercial levers are used to stimulate the market.
At a time when wine consumption in Italy is undergoing profound changes-with volumes shrinking slightly but growth in the premium segment-it becomes essential to understand the dynamics governing the relationship between wine and large-scale retail.
We aim to explore the industry in depth, analyzing market data, assortment strategies, promotions, private labels, and the approach of the major Italian brands. The goal? To offer a clear and in-depth key to understanding how wine is transforming within large-scale distribution, avoiding clichés and proposing unprecedented points of view.
A journey in 12 stages
1 – The context: wine in large-scale retail trade between challenges and opportunities
A general analysis of the wine market trend in large-scale retail trade, between declining volumes and growth in the average value of bottles sold.
2 – Assortment strategies and category management
How signs build their wine offerings: balance between big brands and more refined choices, localism and customization.
3 – The weight of promotions: indispensable leverage or devaluation risk?
Do discounts in wine still work? What are the risks of a strategy based on lowering prices?
4 – Private label and store brand wines
Private labels are changing the rules of the game: an analysis of retailer strategies in the wine sector.
5 – Localisms vs. common assortment trunk
How much space do territorial wines have in supermarkets and how do they coexist with big national labels?
6 – Wine in Esselunga
The Esselunga model between careful selection, premiumization of the offer and digitalization of the wine shop department.
7 – Wine in Coop
Coop’s strategy between territorial roots and private labels such as Fior Fiore and Assieme.
8 – Wine in Conad
The approach of Italy’s largest retail store brand: enhancing localism and developing private labels.
9 – Wine in Carrefour
How the only international player present in Italy is managing wine between French brands, private labels and supply segmentation.
10 – Wine in discount stores: Lidl and Aldi
The discount store revolution: from low-end products to increasingly curated and competitive references.
11 – Wine in discount stores: MD and Eurospin
The role of MD and Eurospin in the evolution of the discount wine market.
12 – the Esselunga and Selex case
FromEsselunga Enoteca to Selex strategies: two different models, but both growing.
Why follow this path?
Updated market data to understand where the industry is going.
Strategic insights on assortments, promotions and private label.
Analysis of major signs to find out the differences and winning models.
A critical and innovative look, without repeating overused concepts.
GDO is the true thermometer of consumption habits, and understanding how wine evolves on supermarket shelves means understanding the future of the wine sector in Italy.
From Thursday, April 3, and for 12 episodes to be published every two weeks, we will have the insights that Pietro Rocchelli will offer. I think they will be surprising.
