The Prosecco DOC Protection Consortium, in collaboration with the University of International Business and Economics in Beijing (UIBE) and Beijing Language and Culture University (BLCU), organized two dedicated masterclasses, bringing the Italian way of life into Chinese university classrooms. The tastings, led by AIS sommelier David Cheng, involved a total of over one hundred students from the two universities, who explored the nuances of Prosecco DOC.
According to Giancarlo Guidolin, president of the Prosecco DOC Consortium, “Prosecco DOC is now an ambassador for the Italian lifestyle around the world, and the success of these masterclasses is further confirmation of this. The Chinese market, which posted an excellent 30% growth in the first half of 2026, offers us a new perspective on a context in which our appellation aims to grow with respect, curiosity, and a long-term vision. Prosecco DOC speaks a universal language, one of joy and conviviality: seeing it reinterpreted by young Chinese people with such freshness confirms that the path of cultural dialogue is the right one. When wine is authentic and rooted in a specific territory, it can build bridges between cultures. These results provide concrete inspiration for our future promotional strategies, and we thank UIBE, BLCU, and David Cheng for making this dialogue possible.”
During the masterclasses, David Cheng traced the history of Prosecco, from its origins to the granting of DOC status in 2009. He explained the characteristics of the region, winemaking techniques—with a particular focus on the Martinotti (Charmat) method—and the various types, ranging from sparkling to semi-sparkling versions, covering different sugar levels, and even venturing into mixology with the preparation of a Spritz, in true Italian lifestyle fashion.
The goal of the masterclasses was not only to deepen participants’ knowledge of the Prosecco DOC, but also to develop a marketing slogan dedicated to Prosecco, designed specifically for the Chinese audience. The initiative sparked an unexpected passion among the young students for the culture of the world’s most beloved premium sparkling wine, demonstrating surprising creativity and offering original ideas that will inspire future efforts to promote Prosecco in China. For the Chinese translation of the name “Prosecco,” several innovative solutions were proposed based on the evocative meaning of the characters. Some evoke concepts of joy and happiness, others suggest the effervescence of bubbles, while still others conjure the idea of a special gathering, a celebration, or a guest arriving from afar. In the latter case, the reference is specifically to the Italian wine that accompanies moments of conviviality and sharing.
These wordplays not only make the name more accessible and appealing to the Chinese public, but also help build a meaningful narrative in which Prosecco takes center stage at the table and during festive occasions, embodying values of hospitality, joy, and socializing.
In terms of promotional strategies, the students suggested collaborations with “slow-life” TV shows, brand ambassadors with a laid-back image, and “guochao”-style (a nationalist youth trend) co-branding initiatives, proposing to expand Prosecco consumption from meals to afternoon breaks or moments of solitary relaxation. Slogans such as “Nothing serious is happening, but it still deserves a little bubbly” and “Pop! Italy unfolds in a bottle of sunshine” hit the mark in capturing Generation Z’s desire to celebrate life’s small daily pleasures.
Masterclass dedicated to Prosecco DOC at UIBE
Masterclass dedicated to Prosecco DOC at BLCU
Wang Ying, director of the Department of Italian Language at UIBE, emphasized that initiatives like these not only enrich students’ knowledge but also deepen their understanding of Italian society and culinary culture, helping to cultivate talent with an international perspective. Dr. Zhang Yuan, a young Italian language instructor at BLCU, noted that the students’ proposals regarding brand communication and creative translation demonstrate a deep alignment between the academic world and the dynamics of the cultural market. The Prosecco DOC Protection Consortium also expressed great appreciation for the creativity of the young Chinese students, emphasizing that these authentic and original contributions represent a concrete source of inspiration for future brand communication strategies in China. The enthusiasm and ideas expressed by the students demonstrate that Prosecco is no longer perceived as a foreign product to be discovered, but as a universal language of joy and sharing capable of speaking directly to the hearts of young Chinese people.
The two masterclasses were not merely lessons in wine culture, but genuine opportunities for dialogue between the Italian and Chinese ways of life. They sparked a new cultural awareness among the young participants and demonstrated how wine can serve as a bridge between different worlds. Faculty and students reported gaining a more concrete and multifaceted understanding of the Italian “aesthetic of life” and said they were inspired to express their creativity in forging new ties between the two cultures, offering Prosecco DOC an exciting growth opportunity in the Chinese market.
Participating wineries: Borgo Molino, Bosco del Merlo, Bottega, Brilla!, Cantina Trevigiana, De Stefani, La Gioiosa, Masottina, Martellozzo, Paladin, Piera 1899, Tenuta Sant’Anna e Valdo.
