The Prosecco DOC Consortium reaffirms its commitment to musical culture by partnering with some of the world’s most important festivals and showcasing the excellence of its product at events of great international appeal.
Treviso, July 9, 2026 – Prosecco DOC continues to strengthen its presence at major international and national music events, reaffirming its role not only as an ambassador of Italian winemaking excellence around the world, but also as an active partner in leading cultural events. This commitment has resulted in two major international partnerships in recent months—in Montréal and Lytham—as well as a presence both nationally at the Power Hits Estate and locally in Villorba.
Montreal, Canada – International Jazz Festival
From June 25 to July 4, 2026, Prosecco DOC served as a Supplier Partner and the official sparkling wine of the Montreal International Jazz Festival, the world’s largest jazz festival with over 2 million attendees. With over 350 concerts and approximately 3,000 artists from more than 30 countries—including leading names such as Diana Krall, St. Vincent, and Kamasi Washington—the event served as a major international showcase for the appellation. The brand was present in the Festival’s 16 bars, the VIP Terrace Suites, and at the SAQ Bistro, offering the public the opportunity to taste Prosecco DOC in some of the event’s most exclusive venues.
There were also plenty of events designed to engage the public in the Prosecco DOC area, set up in true Dolce Vita style. The space brought the Festival to life with interactive quizzes, mixology sessions, and spectacular sabering demonstrations led by Prosecco DOC’s brand ambassadors in Canada, Fanny Gauthier and Guénaël Revel, alongside wine expert Karine Duplessis Piché, helping to create an immersive and memorable experience for visitors.
Lytham, United Kingdom– Live from Lytham Music Festival
From July 1 to 5, 2026, Prosecco DOC was the Exclusive Partner of Live from Lytham, one of the UK’s leading music festivals, which celebrated its 15th anniversary in 2026. International artists such as Teddy Swims, Alanis Morissette, Michael Bublé, the Pet Shop Boys, and Pitbull took the stage, drawing an estimated total audience of approximately 120,000 over the five days. Prosecco DOC was also the Presenting Partner of the VIP Garden, a premium area that welcomed between 5,000 and 6,000 guests each day, with exclusive serving rights in the VIP areas and at the festival’s main beverage stations. The partnership was complemented by an educational program featuring guided tastings and cocktail sessions led by brand ambassadors Neil Phillips and Gaspare Di Carlo.
Rome & Verona – Power Hits Estate 2026
To mark the 10th anniversary of RTL 102.5’s Power Hits Estate, the event is doubling in scale: the summer music tour—which kicked off exceptionally on May 31 in Rome at the Centrale del Foro Italico—will conclude on September 1 in the picturesque setting of the Verona Arena with the announcement of the 2026 summer hit of the year, awarded exclusively with Prosecco DOC.
Backstage, Prosecco DOC-branded lounges will welcome artists and VIP guests during rehearsals and performances, offering an exclusive space dedicated to socializing, relaxation, and camaraderie
Villorba (Treviso) – Kid Yugi e Sfera Ebbasta
Also in July, in the Treviso area, Prosecco DOC will sponsor two major music events with strong generational appeal, particularly resonating with Gen Z audiences: the concerts by Kid Yugi (July 10) and Sfera Ebbasta (July 16) at the Arena della Marca in Villorba/Sant’Artemio Racetrack, with an estimated total attendance of 30,000 people.
Comment from President Giancarlo Guidolin: “Music, like wine, is a universal language capable of uniting different people and cultures,” says Giancarlo Guidolin, President of the Prosecco DOC Protection Consortium. “Being present on international stages such as Montréal and Lytham, as well as at the national level, means carrying forward a commitment that goes beyond product promotion: it is a way to convey the identity of Prosecco DOC through culture, in Italy and around the world.”
The Prosecco DOC Protection Consortium has always been active on multiple fronts: sustainability, social responsibility, legal protection of the trademark, and global brand promotion—including through sports and support for cultural initiatives—in this case musical ones—in high-profile contexts both in Italy and abroad.
Photo Gallery: https://drive.google.com/drive/folders/1D_Z54V1nk7Je8T2DtdWrY5V1BW2FcJwi?usp=sharing
