Sparkling Wines and HoReCa in Italy: Current Outlook and Strategies for Competing

The beverage market in the HoReCa channel in Italy is going through a complex phase. This is what emerges from the data presented by Bruno Berni, Business Development Manager at CFI Group, during the last edition of Durello&Friends. Consumption is showing signs of a slowdown, while the sparkling wine segment maintains a central role, supported by a strong presence at events and an increasing diversification of the offering.

“After years of growth, in 2025 wine marked a slowdown, more in volume than in value,” states Berni. “However, despite this, it is currently one of the most important categories for beverage distributors as it is worth 17% of their turnover. Sparkling wines, which account for 33% of wine sales in the HoReCa channel, are the only growing segment, also thanks to the positive performance of Prosecco, which now accounts for 47% of sparkling wine sales. This highlights that half of the market is made up of other types of bubbles, covering both the lower and higher ends.”

New opportunities, therefore, for sparkling wine production, “on two conditions, however,” concludes Berni. “The first is that the logic of pure sell-in must be abandoned. It is essential to intercept consumer tastes. The second is that you must choose who to work with in the HoReCa channel. There are 2,000 beverage distributors, apparently all the same but in reality very different in terms of size, philosophy, organization, and above all, the role that wine plays for them.”

Sparkling wines today represent 33% of the value and 27% of the volumes of the wine sector. The segment includes semi-sparkling wine, Prosecco, sparkling wines, and Champagne. The average purchase price stands at around 3.5 euros per bottle, with a wide range reflecting a fragmented and constantly evolving market. Each distributor has about 50 producing companies in its portfolio, with some more structured players emerging for their competitive capacity.

The current year shows less than brilliant trends. Cumulative HoReCa sell-out between October 2024 and October 2025 marks -0.1%. September highlights the difficulties for alcoholic beverages, with wine at -1.1% and beer at -1.6%. Companies in the sector are called to respond with targeted strategies to limit the effects of the contraction.

At least 2,000 beverage distributors operate in Italy, with an average turnover between 3 and 4 million euros and approximately 1,000 customers. Wine accounts for 17% of their turnover. This is followed by draught beer (22%), spirits (17%), and soft drinks (15%). The types of wine handled include 50% still bottled wines, 33% sparkling wines (of which 47% is Prosecco), and 17% keg wine.

The landscape is not homogeneous. Distributors differ in size, with turnovers between 1 and 50 million euros, and in the impact of wine, which varies from 5% to 35%. Not least are the differences in corporate form: integrated, associated, or independent. Operating strategies include standard models, re-distributors, big size, evolved, or specialized entities. This heterogeneity requires companies to carefully select partners based on market objectives and available resources.

To be chosen by distributors, it is crucial for wine producers, and particularly sparkling wine producers, to have clear positioning, defining targets and consumption contexts. Solid support for the sales network is necessary, providing tools and organization to maintain competitiveness.

Sell-in and sell-out initiatives require dedicated planning and direct interventions at points of consumption, with a targeted use of digital tools. Another central element is measuring impact, useful for evaluating costs and returns and creating internal benchmarks. The goal remains to become a strategic partner for the distributor.

Sparkling wines confirm their versatility, useful for expanding consumption occasions and occupying high-value contexts. Their transversality and weight at events continue to represent a space of opportunity despite the challenging context.

This context is well-framed by Lucio Roncoroni, Director of CDA (Consorzi Distributori Alimentari), an entity that brings together 80 distribution companies and communicates daily with over 100,000 points of sale throughout Italy. “The HoReCa channel today represents one of the most sensitive and strategic places for understanding the evolution of the wine market. From our observatory, a complex picture emerges: 2025 will close for HoReCa substantially at break-even. The alcoholic beverage segment shows signs of suffering due to changes in consumption, price list rationalization, and greater attention to spending by the consumer.”

“In this scenario, sparkling wines represent a significant exception: they are the only growing wine segment, thanks to their versatility of use and ability to speak to different audiences,” adds Roncoroni. According to data collected by CDA, on one hand, more accessible semi-sparkling wines are growing, while on the other, Metodo Classico sparkling wines show potential for differentiation and qualification of the offering.

In other words, a commercial opportunity to be seized. The sector can grow by defining a precise positioning, strengthening support for distributors, and investing in targeted actions at points of consumption. It is necessary to strengthen training, storytelling, and collaboration along the supply chain. The choice of commercial partners remains decisive for consolidating presence in the channel.