Immersive Experiences: The Intersection of Wine, Urban Culture, and Sustainability during National Prosecco Week
TREVISO – Due to the resounding success of previous editions, the sixth annual ‘National Prosecco Week’ is returning to the United States. This event offers a perfect opportunity to present Italian wines, the region, and culture to influential wine personalities and Prosecco DOC lovers in the U.S., according to Stefano Zanette, the president of the Prosecco DOC Consortium. Currently, the U.S. is their largest market with over 134 million bottles imported in 2022, and the trend continues to be positive for this year.
The Prosecco DOC denomination was particularly appreciated in the U.S. market in 2022, with a 6.3% increase in imports compared to the previous year. “Our goal,” Zanette continues, “is to continue strengthening the denomination’s success by monitoring consumption trends, focusing on the territory, and actively involving the entire production system in maintaining maximum attention to sustainability.”
Last year, the U.S. became the primary market for Prosecco DOC, accounting for 24.3% of the total volume exported. The U.S. still holds vast potential, leading the Prosecco DOC Consortium to confirm the ‘National Prosecco Week’ for the sixth consecutive year. The event will be held from July 17 to 23, 2023. This promotional and educational initiative includes promotional campaigns aimed at the trade, media, and end consumers.
Following the path laid in previous years, the 2023 edition is advantaged by a dense network of retail stores, online sales points, wine bars, and restaurants involved in consumer-specific events and campaigns through media. Several new strategic partnerships have been established with journalistic publications and various activations entrusted to notable U.S. influencers.
Like the 2022 edition, this year’s National Prosecco Week will engage thousands of consumers with over 1,000 online and physical retail stores in 30 different U.S. states, participating actively with dedicated displays, promotional activations, and tastings.
Beyond media releases, influencer invitations, social media marketing actions, and various forms of advertising to guide potential customers towards establishments participating in Prosecco Week, special spots have been planned on the giant screens of Times Square, an excellent showcase in the heart of New York City.
To maximize the engagement of American consumers, the Consortium has planned additional original events as part of the National Prosecco Week in Los Angeles, Chicago, and New York on July 17, 19, and 22, respectively. These will be organized in collaboration with Cru Luv Selections, a renowned creative brands agency led by Jermaine Stone, a celebrity of the wine world and founder of ‘The Original Wine & Hip Hop podcast.’
Replicating the tremendous success of last year by blending elements of street culture with those of wine culture, Jermaine Stone will again offer an immersive experience, mixing the excellence of Veneto-Friuli sparkling wines with great music and accompanying it all with the intriguing narration of curiosities related to Prosecco DOC.
“These events represent a beautiful opportunity to merge the world of wine with urban culture, bringing together a diverse audience to create unique and memorable experiences,” observed Jermaine Stone. “Once again, we are excited to collaborate with Prosecco DOC. By embracing the true spirit of National Prosecco Week, we aim to underline its vibrancy and extol its qualities.”
With this initiative, the Consortium aims to engage the media, trade, and consumers in educational actions, especially to recognize authentic Prosecco DOC, increase brand awareness of Prosecco, and boost the American market’s interest in this denomination as a territory to discover and as a product, highlighting its peculiar aspects. Foremost among these is its versatility and ability to pair – both in the Prosecco DOC and Prosecco DOC Rosé versions – with countless dishes and cuisines, including ethnic ones.
Among the standout events reserved for consumers this year, there is an exclusive happy hour organized by the Consortium for July 18 at TAO’s Dream Downtown. The event will commence with two educational seminars aimed at influencers and media conducted by Lidia Bastianich, a true authority of Italian cuisine in the U.S. These will be followed by a reception celebrating Italian Genius in its various expressions. Participants will have the opportunity to undertake virtually a culinary journey to Italy, tasting Prosecco DOC pure or in a selection of cocktails paired with Italian cuisine dishes.
This year’s campaign includes the following Prosecco DOC producers: Abbazia di San Gaudenzio, Albino Armani, Bottega, Botter, Cà Furlan, Cantine Riondo, Fantinel, La Gioiosa, La Marca, Mionetto, Paladin, Pitars, Ruggeri, Torresella, V8+, Val d’Oca, Valdo, Villa Sandi, Zardetto, and Zonin.
