Tuscan popularity: wines achieve fame over appellations

In the second blog exploring some of the findings from Wine Lister’s Tuscany Market Study – following on from our look at how the region ranks globally – we take a look at the popularity of Tuscany’s appellations. The chart below plots the average number of online searches received each month by the 50 wines in this study (based on data from Wine-Searcher), filtered by appellation.

Wines from Bolgheri DOC are by far the most popular amongst consumers, with, on average, more than twice the number of searches than their nearest competitor, Tuscany IGT. They are boosted by internationally established Super Tuscan brands such as Sassicaia and Ornellaia, which have stolen the limelight from more traditional neighbouring DOCGs such as Brunello and Chianti.

Tuscany - search frequency by appellation

However, perception of each appellation’s popularity tells a different story. At the end of 2016, Wine Lister asked key members of the international fine wine trade about the relative popularity of Tuscan appellations amongst their clientele. Brunello di Montalcino – the third most searched for appellation – came out on top, with nearly 60% of respondents stating that it was very popular with their customers, followed by Chianti Classico.

Tuscany IGT and Bolgheri DOC trail slightly behind, emphasising that it has been the wines themselves, rather than the appellations, that have achieved fame.

Tuscany - appellation popularity according to the trade

In our final blog post on the Tuscany Market study we will focus in on the individual wines themselves: the trade’s view on which are the region’s consistent sellers and which are its rising stars. Wine Lister subscribers can read the full 35-page report here.

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