NOTE: This Article is by the website, Livelitaly only traduced to English


Fabrizio Ratiglia


Italian drinks are getting more famous. It is an unstoppable trend that is taking place on all continents. From Europe, to the United States, to Russia, to Canada, to the Far East, to Australia, there is no bar, restaurant or large-scale retail chain that counts for something that does not show off a bottle of Made in Italy. And we are not talking about the wine that deserves a separate narration but of vermouth, bitters, spirits and spirits that are experiencing a second youth.

On the other hand iconic cocktails such as the Martini, the Negroni and the Campari have the Italian DNA and would never have been born if the producers of the peninsula had not been there. And it is above all abroad that they are experiencing unstoppable growth. After the +14.4% recorded in 2017, last year was the boom year: Italian liquor exports reached a value of 1 billion 78 million Euro with a growth rate of 25 percent.

In the USA the great leap ahead is highlighted with 179 million euros and a sensational percentage variation of 48% on the previous year. Incredible numbers. However, the Brexit and the no-deal scenario raises many concerns, with the United Kingdom being one of the main markets with 109 million euros and a 38 percent growth over the previous year.

«IN THESE results – underlines Micaela Pallini, president of Federvini’s Spirits sector – the promotion plays a very important role to make us perceive the value, quality and variety of our products. The road shows in the United States and Canada were fundamental, dedicated to the world of aperitifs, liqueurs, bitters and distillates typical of the Italian tradition that we have organized thanks to the funds of Made in Italy and with the support of the Ice ».

There are many Italian groups that are expanding their presence abroad. They are all growing. On the domestic market, on the other hand, in addition to Pallini, Branca, Ilva Saronno, Montenegro, Molinari and Caffo are very lively, sharing business shares with small and medium-sized companies but with a long history and ancient traditions.

Then of course there are the big multinationals of Spirits such as Diageo, Pernod Ricard, Bacardi and Campari which remained Italian as opposed to Martini & Rossi sold in 1993. The reason for this success according to President Pallini «is precisely our history, sometimes linked to destiny of a family, as well as the ability to pass on a culture of Italian drinking that accompanies every moment linked to conviviality, from the aperitif to the digestive “.

In the next 5 years – according to the forecasts of Iwsr, one of the major analytical companies specialized in this sector – the global alcohol market will continue to grow but there will be no lack of uncertainties, including of course the consumer price.

“Between 2013 and 2015 the alcoholic beverage sector has undergone four increases in excise duty and the final increase has been almost 30% – explains Micaela Pallini, president of Federvini’s Spirits sector – but it is essential to push for free agreements exchange to avoid further duties, avoid closures and protectionism and favor virtuous commercial relations thanks to our diplomatic structures. In order to grow, we still need support from institutions and less bureaucracy. The example to follow is that between the European Union and Japan, which already provides for a clear reduction in tariff barriers for alcoholic beverages from February 1st this year “.

It would serve a similar agreement also for China where, according to Italian spirits producers, it is still too difficult to enter. Their hope is that after the signing of the memorandum on the New Silk Road, scheduled for next Saturday in Rome during Xi Jinping’s visit, it will become easier to penetrate a market of one billion 386 million consumers.


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