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And talking about Prosecco being more popular in first tier cities in China especially how has the Prosecco sales in China grown in the past, let's say, five or ten years?
Obviously, I know there is a pandemic, but before that what was the growth trajectory.
Pre-pandemic we remember in 2019, we were doing quite well, around 20, 25% of growth. It was really good. The market was very much matured, but still a lot of people were actually picking prosecco, or especially hotels and restaurants as a free floor products or also cocktail products. For example, spritz took over pretty much in the Shanghai quite well, yeah. So it…we’re quite happy with the trend.
Actually you talk about spritz, do you think the increasing popularity of spirits or just using Prosecco to mix a cocktail? Do you think that trend contributed to the growth in Prosecco sales?
I do believe that is a factor to count in because definitely if you want to make the real spitz, the real spritz is made of prosecco obviously.
So if the people are actually interested to try the spritz and they like it, of course restaurants, hotels, bars, they need more prosecco to do that. So it's a very, very connected factor to count in.
Okay. And Mikelino, what do you see? You mostly sell to end consumers or also to business.
Well, business is still more than 50% of my market mix, of my sales mix. And consumers are growing because there is also shortening of the supply chain. So the people like to go more direct in a direct source, so that if you are the importer, they like to talk to you directly more and more.
This also helps the growth of the consumption and the trade. My trend is a little bit different, I'm more connected to the micro texture of the market, for example, I was less influenced by the recent events of the pandemic.
I heard that your end consumers buying more.
My end consumers are buying more, yes.
We are doing well, I mean, just the only channel is growing, so the others are stable.
I see.
The prosecco is also very connected to the restaurant channels, so actually what we hope is that people can join more and more the restaurant life and this will help the sales to pick up again, especially like this the mixology with the cocktails what you mentioned. It's a driver for prosecco, it's a driver for many other drinks; it’s the driver for the wine, the icon consumption. It's a big, big movement in China now.
And bringing in the social aspect of having that drink, Prosecco is a social drink, unlike perhaps some other drinks where you can imagine yourself just staying at home, having a little bit of scotch on your own, but prosecco is more like you know you talk and you drink that imagery.
And then I know that you're both involved in a lot of events. You probably also hosted or organized lots of different events to promote wine or to prosecco. At these vents, how were you say collaborate with organizations like prosecco DOC Consortium like Casa Prosecco? How does it work?
It works. There's a huge part is the communication that Casa Prosecco and Consortium does in China through like a program like this one or the publications. And then there’s a lot of offline events that involve… could be for consumers or could be for professional, depends.
These are involving also brands. This is the perfect way to go on developing the market. You have to, as Matteo say that you have to educate people, and to educate the people, you have to open those bottles, you have to let them taste wines, to try more wines, and start recognizing the differences.
This is for consumers, even professional people are, in the very end, they also are consumers. So knowing the characteristics, so when I go for events, when I participate in events organized by Prosecco, I go and I try different kind of wine, I try maybe dryer or less dryer profile aromatic profiles of the prosecco.
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