Premiumisation: supermarkets groups focus on quality wine, with specialized partnerships.
The pandemic has made supermarkets the privileged channel for the purchase of wine (together with e-commerce of course).
On the supermarket shelves, the customer must be guided through an increasingly higher quality offer.
LIDL collaborates with Gambero Rosso, COOP with AIS (Italian Sommelier Association) and IPER with Vinhood.