Italian large-scale retail trade is currently facing a complex challenge: finding the balance between the reassuring uniformity of common assortments and the added value of local production. The wine sector is where this tension emerges most forcefully, because wine embodies the identity, tradition, and culture of the region.
On the one hand, consumers seek certainty and recognizable names; on the other, there’s a growing demand for wines that tell the story of a specific area, a native grape variety, or an independent producer. Large-scale retail chains must therefore refine strategies that combine these two poles.
The common core: safety and recognisability
Every supermarket shelf, from Milan to Palermo, features a stable core of products. Big brands, well-established denominations, and grape varieties that even the less experienced can identify. This “common thread” is the foundation of the assortment’s perceived reliability.
According to Circana (2024), the best-selling wines in modern Italian distribution remain those with highly recognizable denominations: Prosecco, Chianti, Montepulciano d’Abruzzo, and Nero d’Avola among the reds; Pinot Grigio and Vermentino among the whites. Familiarity and ease of interpretation are still decisive factors for the average consumer, who prefers certainty to experimentation.
However, excessive standardization can generate an undesirable effect: a flat, undistinguished offering that risks failing to satisfy the most curious consumers and leaving room for alternative channels—such as e-commerce or specialized wine shops—that offer variety and uniqueness.
Localism: Authenticity and Differentiation
In recent years, many chains have chosen to promote local products as a lever for differentiation. This isn’t just a matter of commercial positioning, but a response to a broader cultural trend: consumers are seeking products that express authenticity and support the local economy.
A Piedmontese customer might prefer a local Barbera to a Tuscan Sangiovese; a Puglian, on the other hand, will more likely choose a Primitivo over a Nebbiolo. Identity proximity influences purchasing propensity.
According to NielsenIQ, wines with a strong territorial character—particularly regional IGTs and DOCs—performed better than national brands in 2023, despite an overall declining market. 2024 confirmed this trend: consumers value the “story” behind the label and are more inclined to try a wine that reflects the tradition of a region.
The main factors supporting this trend are:
- Awareness and information: consumers are more curious and attentive, less willing to limit themselves to a shelf-stable wine with no identity.
- Support for the local economy: choosing a wine from your region is perceived as an act that generates value for the area.
The right balance between uniformity and variety
The future of wine selection in large-scale retail cannot lean toward either total standardization or excessive, fragmented localism. The winning strategy is a dynamic balance between reliability and discovery.
The most forward-thinking brands are moving in three directions:
- Regional customization with national consistency
The assortment must adapt to local demand (more Soave in Veneto, more Cannonau in Sardinia), without sacrificing appellations that serve as a national unifying factor. - Data-Driven Choices
Including local references isn’t enough to establish a presence in the region: you need to analyze sales data, consumer preferences, and consumption trends to select wines with real potential. - Communication Enhancement
The average consumer is not an expert. Local labels and minor grape varieties require clear explanations, engaging storytelling, and on-shelf communication tools that facilitate understanding.
Localism as a strategic lever for large-scale retail trade
Localism, if well managed, is not a limitation but an opportunity. Integrating local wines into robust national product lines allows consumers to enjoy both the reassurance of great classics and the discovery of new, distinctive labels.
The challenge for large-scale retail is not deciding whether to promote localism, but how to do so without losing clarity and coherence in the offering. Those who can intelligently balance this balance will have the opportunity to stand out, build customer loyalty, and make the shopping experience richer and more memorable.
