Four days in Düsseldorf confirmed Prosecco DOC’s global strength, with interest coming from around the globe, including Eastern Europe, Japan, and Nigeria. Among the most noteworthy signals was the international press’s attention to low-alcohol experimentation – an area in which the Consortium is working to innovate the production regulations while preserving its connection to tradition.
Treviso, March 19, 2026. The Consorzio di Tutela Prosecco DOC concluded its participation in ProWein, the prestigious international trade fair for wines and spirits held at Messe Düsseldorf, on a positive note. Over the four days of the exhibition (March 15–18), the Consortium was present in Hall 3 (Stand 3L22), serving as a hub for international networking and for the promotion of the denomination.
A global network: from Europe to Nigeria
The turnout at the Consortium’s stand confirmed the strong global appeal of Prosecco DOC. Visitors came mainly from Eastern and Northern Europe, with particularly strong attendance from Poland, Ukraine, Turkey, Georgia, Moldova, Germany, and Norway. There was also very positive feedback from Greece and from the Asian market, led by Japan. Growing interest was also noted from new strategic areas, including Nigeria – a sign of a denomination that continues to open up new markets.
Research and innovation: the path toward “natural low alcohol”
A key presentation dedicated to innovation focused on the Consortium’s “natural low alcohol” trials to the German trade press and to several producers. The guided tastings involved leading publications such as Weinwirtschaft, Fizz, Falstaff, Wein+Markt, and Lebensmittelzeitung, and sparked interest among prominent figures in the international wine world, including Masters of Wine Romana Echensperger and Konstantin Baum, Brand Ambassador Anna Maria Loeffler, and representatives of the Hawesko Group.
President Giancarlo Guidolin’s comments
“ProWein gives us a picture of Prosecco DOC as a vibrant and well-established denomination, with long-standing markets remaining solid and new areas of interest beginning to emerge. It is an encouraging sign, but one that we interpret with the appropriate caution: the international landscape is complex, and the uncertainty surrounding trade policies — starting with the United States, our leading market — requires us to move carefully. On the low-alcohol front, we are seeing growing curiosity, and this does not surprise us: for several years we have been experimenting with new production protocols involving expert oenologists, with the aim of identifying, should it be approved by the Assembly, a new and recognizable style within Prosecco DOC that can also meet the needs of consumers who are attentive to alcohol and sugar content.”
The wineries in the spotlight
Alongside the co-exhibiting wineries Masottina, San Simone, and Salatin, the Consortium’s booth also featured tastings of a wide selection of labels from many member wineries, offering a broad overview of the denomination’s excellence: Antonio Facchin & Figli, Astoria Wines, Borga since 1940, Borgo Molino, Bosco del Merlo, Ca’ di Rajo, Cantine Maschio, Giusti Wine, Gruppo Martellozzo, Italian Wine Brands, La Gioiosa, La Jara, La Marca, La Tordera, Le Contesse, Mionetto, Serena Wines 1881, Tenuta Santomè, Terre dei Buth, Torresella, Val d’Oca, Valdo Spumanti, Villa Sandi, Vini La Delizia, and Viticoltori Ponte.
