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At Vinitaly, the Consortium presented the figures for the Appellation for the year 2024, confirming a solid and growing trend. Sales reached a total of 660 million bottles, generating an estimated consumer turnover of 3.6 billion euros. The sparkling version is confirmed as predominant, accounting for over 76% of total production. Exports – 82% of sales – continue to be a fundamental pillar, with a geographical distribution that sees more than 65% of bottles destined for the European market, more than 26% for the North American market, 6% for Asia and less than 2% in the other continents. The Denomination comprises 12,107 wineries, 1,046 winemakers and 362 sparkling wine producers.

Giancarlo Guidolin, President of the Prosecco DOC Consortium

‘The availability of information is fundamental for defining, after sharing it with the supply chain, an appropriate management policy for the denomination in economic, environmental and social terms. This commitment, in which we have been involved with the University Institutes since the Consortium was established, guarantees authority and impartiality in the processing of data; in fact, the interventions carried out to date and those that will be adopted in the near future are aimed at safeguarding the heritage that the denomination represents.”

Academic Collaborations

The analysis and processing of data are the result of two important academic collaborations. In partnership with the University of Padua, under the guidance of Professor Luca Rossetto, an econometric model was developed that allows for medium to short-term analysis and forecasting. At the same time, the collaboration with the University of Gastronomic Sciences of Pollenzo, in the person of Professor Garzia, focuses on the economic and financial performance of the companies of the Denomination, with particular attention to the margins and investments made by them, also in terms of sustainability.

Prof. Luca Rossetto, University of Padua

‘The consumption of Prosecco DOC has become pervasive on the national and international market thanks to a progressive diffusion among consumers of all generations, bucking the trend of other segments. This phenomenon is the result of a synergetic action between producers, processors and distributors under the careful guidance of the Consortium for the Protection of Prosecco DOC, as well as the support of research bodies and institutions. Efforts in communication, together with activities to control supply and monitor the denomination, are just some of the ingredients in the recipe that has accompanied Prosecco’s success. The benefits of this success invest a large number of operators, a vast territory and extend to other economic and social areas (e.g. wine tourism, slow tourism, etc.) that increase the attractiveness of the production areas.”

Prof. Carmine Garzia, University of Gastronomic Sciences of Pollenzo

“Prosecco has been able to best express the concept of the supply chain, integrating the artisan knowledge of the winemakers with the process innovations and industrial investments of the bottlers. The ability to work as a system, especially at the marketing level, and the presence of a consortium that is proactive in its promotion activities, have allowed Prosecco DOC to grow like no other wine, going from about 480 million bottles in 2019 to about 660 million in 2024. The Prosecco model leverages important economies of scale in production and distribution, which make it possible to offer a quality product at a fair price. It is crucial that the Prosecco System can continue to benefit from its current outlet markets, particularly the US, where it achieves more than a quarter of its exports.”

Data 2025

In conclusion, President Guidolin anticipated data on the start of 2025, in fact in the first quarter, there was a growth in bottlings of 10.2% over the same period in 2024. The hope, in the presence of a general climate of uncertainty and aware of our potential, is that there will be a regular and sustainable development of the denomination.

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