Prosecco has become a global symbol of Italian style, but nowhere is its rise more prominent than in the United States.
This "Prosecco phenomenon" is not only a testament to Italy’s winemaking prowess but also a compelling case study in successful branding, consumer behavior, and international trade dynamics. According to the latest data from the Uiv Observatory based on IWSR and SipSource data, Prosecco remains the undisputed leader among Italian wine exports, especially in the U.S. market, where its appeal continues to grow across gender, income, and generational lines.
Women Drive the Demand
Women are at the heart of Prosecco’s U.S. success. With a remarkable penetration rate of 28% among female wine consumers—compared to 24% overall—Prosecco enjoys not just popularity but deep resonance with women of all ages. In fact, 60% of Prosecco purchases in the U.S. are made by women. Their awareness of Prosecco and Italian wine offerings in general is also higher, with 76% of women identifying Prosecco compared to 69% of men. Among female consumers, Triveneto's iconic bubbles enjoy a 48% awareness level versus just 31% among males.
Premium and Professional: The Wealth Factor
Another driving force behind Prosecco’s dominance in the U.S. is its popularity among higher-income consumers. Approximately 65% of Prosecco drinkers earn more than USD 80,000 annually, with 27% exceeding USD 150,000. This premium demographic reflects a growing perception of Prosecco as a beverage of elegance, occasion, and international flair. It’s especially popular in regions like New England, the South Atlantic, and the Pacific Coast—areas known for their cultural openness and trend-setting consumers.
On-Premise vs Off-Premise: The Price Split
Spending habits show how Prosecco balances both affordability and prestige. While 70% of consumers pay over USD 20 per liter in restaurants and bars, the trend flips for off-premise purchases, where 61% choose bottles under USD 20 on retail shelves. This dual presence enables Prosecco to be both an everyday indulgence and a celebration staple.
Market Share and Erosion of Competition
In the United States, Prosecco holds a 33% share of all Italian wine sales, making it the most consumed Italian wine by volume. Even more striking, it now accounts for one-third of all sparkling wine consumption in the country. French and domestic U.S. sparkling wines have seen gradual declines, while Prosecco has carved out an increasingly dominant share of the market.
Export Surge and Tariff Avoidance
In 2024, Prosecco exports to the U.S. surged by 15% in value, reaching EUR 491 million. A large part of this growth occurred early in the year, driven by importers and distributors rushing to secure stock in anticipation of possible new tariffs. This proactive strategy not only cushioned the market but also ensured continuity in consumer availability and brand momentum.
The Next Frontier: Multicultural Appeal
Despite its widespread appeal, Prosecco still faces a challenge in diversifying its consumer base. Currently, nearly 80% of American Prosecco consumers are white. Penetration among Hispanic, Asian, and African-American communities remains limited. According to Carlo Flamini, head of the Uiv Observatory, the next major opportunity lies in creating culturally tailored marketing strategies that highlight Prosecco’s versatility and relevance across a broader spectrum of lifestyles and occasions.
Conclusion: More Than Just a Sparkle
Prosecco is not just a drink—it is a cultural ambassador of Italy’s elegance, joy, and modern lifestyle. In the U.S., it has moved beyond novelty to become a staple, particularly among women and affluent professionals. Yet, with shifting demographics and growing multicultural influence, the challenge ahead is to ensure that Prosecco continues to reinvent itself without losing the very essence that made it a global success.
Source: WineNews