2020 Power 100: Italy’s rise

The 2020 Power 100 was published the second week of January and a major theme was the rise of Italy through the rankings.

66 Italian brands qualified for inclusion in 2020 compared to 47 in 2019. Of those 66 brands, 17 made it into the 2020 Power 100 compared to just 8 in 2019.

The 66 2020 Power 100 qualifiers were split 36 Tuscany, 26 Piedmont, 3 Veneto, 1 Abruzzo.

The 2020 Power 100 also featured four Italian brands in the top 10 – Gaja (3), Sassicaia (4), Ornellaia (6), Masseto (9) – compared to 2019’s one – Sassicaia (7).

All bar one Italian brand increased its position in the Power 100. Price performance was a key metric for the Italian qualifiers. The sixty-six Italian qualifiers saw their prices rise by an average of 3.12% in 2020, while the seventeen in the top 100 increased an average of 6.01%.

The 2020 Power 100 reflects what we have observed in the broader market. Italy’s market share by value increased from 8.8% in 2019 to 15.1% in 2020 and already in 2021, it has grown to 17.2%. In that same time, distinct Italian wines traded increased from 344 in 2019 to 635 in 2020. When vintages are factored in, there was a rise from 805 in 2019 to 1,546 in 2020.

Italy is off to a racing start across all metrics this January, suggesting there might be more entrants to come in the 2021 rankings.