A record year 2024 for Serena Wines 1881. The historic family business from Conegliano closed the last 12 months by adding a new brick to its growth and consolidation path. The overall volumes produced grew by almost +9%, where the performance of the 0.75-liter bottles is noteworthy, exceeding 30 million, while the turnover, up +3% compared to 2023, exceeds 110 million euros.
“We are proud of the results achieved, the result of the commitment of our entire team and the trust of our partners and customers”, commented Luca Serena, CEO and fifth generation at the helm of Serena Wines 1881.
“We look to the future with determination, continuing to consolidate our roots and explore new opportunities. Innovation, sustainability and international promotion will be the pillars of our strategy for 2025, with the aim of strengthening the brand’s presence in global markets and further enhancing our products and the territory they represent”.
Serena Wines 1881 grows in volumes: all the numbers from the 2024 financial statement
In 2024, Serena Wines 1881 closed the balance sheet with a turnover of over 110 million euros, marking an increase of +3% compared to 2023. A result that confirms the historic family company from Conegliano among the leading companies in the area and a point of reference in the production of Prosecco Doc and Docg at an international level.
Among the numbers, the increase in overall volumes produced stands out, which reached approximately 425,000 hectoliters, with an increase of almost +9% compared to the previous year, of which 150,000 destined for the keg segment.
Also important are the performances of the 0.75-liter bottles, which, exceeding the 30 million mark with a growth of +12% compared to the 26.8 million of the previous year, abundantly reach the objectives set at the beginning of 2024.
The proposal of the 0.20-liter bottles, with 6.5 million pieces sold, responded to a growing demand in the Horeca and Retail markets.
Finally, the offer of Champagne De Vilmont, with approximately 35,000 bottles sold, did not undergo particular increases or decreases, confirming a positioning strategy aimed at maintaining the exclusivity of this niche product.
Export turnover grows, Prosecco Doc Extra Dry and Brut are the best-selling products
On the export front, 2024 saw Serena Wines 1881 further expand globally. After conquering six new markets in 2023, the company added further destinations: Georgia, Serbia, Bosnia, in addition to the consolidation of Kazakhstan and Armenia, already introduced last year.
2024 exports also strengthened the company’s presence in Asian markets, with a targeted strategy involving key countries such as China, where the brand also started promotional activities through local social media, including Weibo. Serena Wines 1881, jersey sponsor of Imoco Volley volleyball champion Zhu Ting, aims to further make itself known by exploiting the large following of the Chinese player who, on the platform, boasts over 4 million followers.
Dominating the podium of the best-selling company products are the Prosecco Doc Extra Dry and Brut, followed by the Gran Cuvée Extra Dry of the Serena 1881 brand, a line that more than any other embodies the values of the Serena family and the strong bond with the territory.
A noteworthy result was also obtained by the Prosecco Rosé, which recorded 1.2 million bottles sold, marking a performance in clear growth compared to previous years.
Serena Wines 1881 aims to produce 32 million bottles in 2025
2025 is set to be a strategic year for Serena Wines 1881, in which expansion, innovation and promotion will be the fundamental pillars guiding all activities.
The management has set its sights on reaching 32 million 0.75-liter bottles, 160,000 hectoliters in kegs and 7 million 0.20-liter bottles within the next 12 months, in addition to strengthening its presence in Asian markets and consolidating in Russia and former Soviet countries.
An important chapter will also be dedicated to packaging innovation and communication. Restyling is already underway for some of the flagship products, which will be unveiled in February during international events such as Wine Paris & Vinexpo Paris and Beer&Food Attraction in Rimini. In addition, the company will present a new series of promotional video content to strengthen the brand’s positioning globally.
Finally, the promotion of the project related to the distribution of Serbian Djokovic wines – a Chardonnay and a Syrah – successfully launched in 2024 will continue, while new developments are planned for the next edition of the Audace project.
