Supermarkets and hypermarkets continued to dominate distribution in 2009. For the importers of spirits and the independent specialists are strongest in wine and spirits, where choice is less dependent on the brand and more on quality. Such outlets are, however, facing increasing competition from supermarkets and hypermarkets, which are offering a wider range of products at more competitive prices. The Italian wine sector is characterised by the significant (although declining) share of direct sales from small and medium sized wine producers, based mostly on private clients buying directly from the producers. In Italy, over 20% of wine consumers buy their wine directly from the producers.