June proved to be a very busy month for the international promotion of Prosecco DOC. Two important initiatives strengthened the Appellation’s presence and prestige in the U.S. market: the National Prosecco Week – now in its eighth edition – and participation for the first time in the exclusive Food & Wine Classic in Aspen.
National Prosecco Week – 8th edition
National Prosecco Week, held June 2-8 (with extended activations in the following weeks as well), crisscrossed the United States with a series of events, tastings, promotions and collaborations involving more than 2,000 outlets including wine shops, e-commerce and restaurants.
Three initiatives stood out in the week’s program
Tasting in the Dark, a sensory workshop led by Dr. Hoby Wedler, a chemist and blind wine expert, who led media and industry professionals in an unusual tasting experience in the dark, enhancing the aromas and structure of Prosecco DOC through smell, taste and touch.
The National Prosecco Week Live Cocktail Competition, organized in collaboration with the United States Bartenders’ Guild: a national contest that involved the best U.S. bartenders in creating original recipes based on Prosecco DOC. The five finalists, selected from dozens of entries, competed live in Las Vegas in an event open to both the technical jury and the public, with the goal of winning expert judgment and the People’s Choice Award.
There was also great success for the New York evening signed by Chef Andrea Belfiore and Jermaine Stone – aka The Wolf of Wine – thanks to the cooking class and the pairing of hip hop vibes and bubbly: an engaging, out-of-the-box experience designed to speak directly to the younger generation.
Companies participating in the program:
Antonio Facchin & Figli, Avissi, Bocelli 1831, Bottega, Brilla!, Ca’ Bolani, Ca’ Furlan, Cantine Maschio, Castello del Poggio, CDZ Vini, Fantinel, Italian Wine Brands, La Gioiosa, La Marca, Lamberti, Masottina, Mionetto, Perlino, Ruggeri, Torresella, Val d’Oca, Valdo, Villa Sandi, Zardetto and Zonin.
Debut at the Aspen Food & Wine Classic
For the first time, the Consortium was the protagonist of the Aspen Food & Wine Classic, one of the most anticipated and prestigious food and wine events in the American scene. An event that attracts star chefs, critics, wine enthusiasts and industry professionals to the exclusive Colorado setting every year.
On June 19, Prosecco DOC premiered to the city with a new Tasting in the Dark event, led by Hoby Wedler.
The following days, June 20-22, the Appellation was welcomed in the Grand Tasting Pavilion, with a dedicated desk and a wide selection of labels for tasting.
The Pavilion also hosted for the first time the new F&W Wine Bar, whose shelves were embellished with a rich line up of Prosecco DOC bottles. The bubbles, moreover, were chosen for the Limoncello Sorbet Floats cocktail and were mixed directly in front of guests to make the experience even more lively and engaging.
From the shores of the Atlantic to the mountains of Colorado, Prosecco DOC was able to tell its story with elegance, authenticity and innovative spirit, confirming its leading role in the international wine scene. A solid, widespread presence that is increasingly appreciated by consumers, professionals and the media: the Italian toast conquering America, one bubble at a time.
