Wine sales in the Italian off-trade channel (large scale retail) grew by 7% in value and 5.7% in 2020 compared to the previous year. Data from the Nomisma Wine Monitor showed that still wines sales were up by 8%, while sparkling wines grew by 4%. Online sales exceeded €200 million and 'pure player' sites accounted for 85% of sales.

Medium-small producers, focusing on the on-trade channel and the HoReCa sector, were affected by the pandemic with turnover reducing to half in many cases. Structured companies, such as cooperatives, saw growth as focus on the large-scale retail trade channel paid off.