Prosecco, the sparkling gem of Italy, is not only a beloved beverage worldwide but also a powerhouse in the Italian wine industry.
With roots deeply embedded in the historic DOCG regions of Conegliano and Valdobbiadene and an expanding footprint in the younger and larger DOC areas, Prosecco has become a significant contributor to Italy's wine exports.
In 2023, Prosecco exports reached an impressive EUR 1.6 billion, accounting for nearly a fifth of Italy's national wine exports, reflecting growth from EUR 1.5 billion in 2022. The momentum continued into 2024, with first-quarter exports exceeding EUR 368 million, marking a 7.7% increase over the same period the previous year.
The Role of Producers and Promotional Activities
The success of Prosecco is attributed not only to the diligent work of its producers but also to relentless promotional efforts across key global markets such as the USA, Asia, and Europe. These initiatives are led by two major consortia: the Conegliano Valdobbiadene DOCG Consortium and the Prosecco DOC Consortium. Each consortium plays a pivotal role in elevating Prosecco's international presence through strategic events and campaigns.
Conegliano Valdobbiadene DOCG: A Global Ambassador
Under the new leadership of Franco Adami, the Conegliano Valdobbiadene DOCG Consortium has embarked on numerous international ventures. In early June, the consortium set sail for the USA, showcasing Prosecco at the prestigious Aspen Food & Wine Festival and visiting cities like Washington and Houston. The focus then shifted to Asia, with events in Tokyo and Osaka, Japan, followed by a significant presentation in Beijing on July 3, where Diego Tomasi, the consortium's director-general, unveiled his book, "The Power of Terroir: The Case Study of Prosecco Wine."
Prosecco DOC: Innovative Promotions Across Continents
Meanwhile, the Prosecco DOC Consortium, now under the presidency of Giancarlo Guidolin, has adopted various innovative promotional formats. In North America, the consortium's efforts include "The Month of Prosecco," a campaign engaging restaurants, clubs, and wine bars, alongside media and social media initiatives. Highlights include events in Canada, Australia, and Germany, with the latter hosting the "Prosecco Doc Summer Vibes" throughout July. The USA celebrated "National Prosecco Week" in June, involving over 2,000 establishments across major cities like San Francisco, Los Angeles, New York, and Chicago.
In Asia, the Prosecco DOC Consortium organized "Prosecco Week" in China, featuring events in Hong Kong, Macao, Xiamen, Beijing, and Shanghai. Tokyo witnessed the opening of the "Shibuya Prosecco Doc Garden" pop-up store in May, with more events planned across Japan in August. South Korea will see a pop-up store at The Hyundai Seoul in early July, and Taiwan is set for a collaboration with Carrefour for a unique multisensory experience combining wine and music.
Expanding European Footprint
Europe remains a crucial market for Prosecco, with upcoming initiatives in Poland, the United Kingdom, Sweden, Denmark, France, and Germany. The UK, a historical and significant market for Prosecco DOC, kicked off the summer with "Taste of London" and plans to celebrate "National Prosecco Day" in August with various events.
Prosecco: A Symbol of Italian Culture and Quality
"The various training, communication, and promotion initiatives for our Denomination attract great interest and growing participation from an increasingly qualified public," explains Giancarlo Guidolin. These efforts highlight Prosecco's reputation for cordiality, pleasantness, and sociability, reflecting the beauty, culture, and art of Italy.
Diego Tomasi, the director of the Conegliano Valdobbiadene DOCG Consortium, emphasizes the international market's growing importance for their denomination. With sales increases of 258.2% abroad since 2003, compared to 124.9% in Italy, Prosecco's reach is truly global. The USA holds a leading position among importing countries, with significant increases in value imports and plans to further strengthen this market. Japan and China also present promising opportunities with notable value share increases.
Conclusion
Prosecco's journey from the rolling hills of Conegliano and Valdobbiadene to the bustling markets of the world is a testament to the dedication of its producers and the strategic promotional efforts of its consortia. As Prosecco continues to capture the hearts and palates of consumers globally, its role as a driving force in the Italian wine industry is undeniably secure. With continued innovation and international engagement, Prosecco is poised for even greater heights in the years to come.
Source: WineNews