The Impact of Prosecco’s International Promotion Campaigns
TREVISO – Prosecco, renowned for its light and refreshing bubbles, is a cornerstone of Italian wine, spearheaded by the historic DOCG (Denomination of Controlled and Guaranteed Origin) regions of Conegliano and Valdobbiadene, and the larger, younger DOC (Denomination of Controlled Origin) region. Together, they drive Italy’s wine industry forward, both in domestic markets and on the global stage.
A Record-Breaking Year
In 2023, Prosecco exports soared to an impressive €1.6 billion, accounting for nearly one-fifth of Italy’s total wine exports, a significant increase from the €1.5 billion recorded in 2022. The momentum continued into 2024, with the first quarter alone seeing exports exceed €368 million, marking a 7.7% rise compared to the same period the previous year.
The Role of Promotion
The success of Prosecco is attributed not only to the dedication of its producers but also to relentless promotional efforts by the Consorzi—the governing bodies for the Prosecco DOCG and DOC regions. These promotional campaigns have been robust across the USA, Asia, and Europe, particularly during the summer months.
USA Campaigns: The Prosecco DOCG Consorzio recently launched promotional events across major cities including Washington, Houston, and Aspen, the latter hosting the prestigious Aspen Food & Wine Festival. Meanwhile, the Prosecco DOC Consortium has organized the “National Prosecco Week” since 2017, engaging over 2,000 restaurants, e-commerce platforms, and retailers across cities like San Francisco, Los Angeles, New York, and Chicago.
Asian Market: The focus has shifted to Asia, with events in Japan’s Tokyo and Osaka, followed by a notable presentation at the Italian Cultural Institute in Beijing, led by Diego Tomasi of the DOCG Consortium. Prosecco DOC has also been proactive, launching “Prosecco Week” in cities such as Hong Kong, Macau, Xiamen, Beijing, and Shanghai, alongside pop-up stores and promotional campaigns in Japan and South Korea.
European Outreach: Upcoming months will see targeted initiatives in Poland, the UK, Sweden, Denmark, France, and Germany. In the UK, the “Taste of London” festival and the “National Prosecco Day” in August are significant events where Prosecco DOC continues to expand its presence.
The Global Market Impact
The international market is increasingly crucial for Prosecco, particularly for the Conegliano Valdobbiadene Prosecco DOCG. The region has seen a 258.2% increase in international sales since 2003, with exports now available in over 150 countries. The USA remains a dominant market, accounting for 21.7% of the value of Prosecco exports and showing a 20.3% increase in import value.
Engaging the Younger Generation
Both Consortia emphasize engaging younger consumers through innovative and inclusive events. These initiatives blend high-level educational sessions with cultural entertainment, highlighting Prosecco as a symbol of Italian hospitality, elegance, and cultural heritage.
