According to data published at this years Vinitaly Wine Fair at Verona, a new star has emerged in the Italian wine world. The hitherto little known Negroamaro from Apulia is the fastest growing emerging DOC wine in Italy, with sales up by +34%. It is followed by Syrah (produced in various regions), up by +26.5 % and the Veneto Bianco di Custoza and Tuscan Morellino di Scansano, both with increased sales just topping +23%. A surprise comeback has been made by the old favourite Soave from Veneto, which is once more gaining in popularity (+17.4%).

Italys biggest selling bottled wine in the DOC, DOCG and IGT categories is recorded as Lambrusco from Emilia Romagna, (13,754,598 litres), followed by Chianti (Tuscany) and Montepulciano (Abruzzo). Table wines continued to lose out, as well as champagne, now lagging behind classic Italian spumante.

Italians spend on average 3 for a bottle of DOC wine from a supermarket shelf. However, sales for more expensive wine (5 or more) also register encouraging increases.