The Consortium is in Brazil together with the Veneto Region
The Prosecco DOC Consortium participated for the first time in Wine South America, held May 6-8, 2025 in Bento Gonçalves, in the Brazilian state of Rio Grande do Sul. The event represented an important opportunity for the Consortium to consolidate the deep connection between Veneto and South America: the presence of the DOC, in fact, was part of the initiatives celebrating 150 years of Venetian emigration to Brazil.
Brazil, with a population of more than 200 million inhabitants, of which 30 million are of Italian origin, represents a market of absolute importance in the international context, given also the current climate of uncertainty. Of the 660 million bottles of Prosecco DOC, only 1 million are destined for the green-gold country and, despite the strong competition from Brazilian sparkling wines, the interest in the Italian spirit and products that recall their origins was confirmed by the high turnout at the Consortium’s stand and at the organized masterclasses, also held in the “tajan” language similar to the Venetian dialect, which told the story, human ingenuity, and geographical peculiarities of a corner of Italy called Prosecco.
The occasion, given the meetings with local authorities in the presence of Veneto Region Councillor Cristiano Corazzari and Friuli Venezia Giulia Region Councillor Stefano Zannier, was also to reiterate the Italian identity of the Prosecco appellation, with no exceptions whatsoever, in fact, regardless of the exploitation of the notoriety of the term, both territories would lose out, ours in that confusion would be generated to the consumer about the origin, theirs because they would be going to enhance a territory 7,500 km away.
Protection of the Denomination
The protection of the Controlled Designation of Origin “Prosecco” in Brazil is, in fact, a strategic objective for the Consortium, given the presence, albeit limited, of local production labeled as “prosecco.” A significant step in this direction is represented by the conclusion of the negotiations for the agreement between the European Union and Mercosur, which provides for a ten-year phasing out period for the cessation of the use of the term “Prosecco” in reference to wine produced locally under this designation. However, the actual entry into force of the agreement, expected no earlier than 2027, remains subject to its ratification by the European institutions.
The formula with which the event was organized was also appreciated by the producers; in fact, the morning was dedicated exclusively to meetings with importers and distributors, while the afternoon was also for restaurateurs, sommeliers, media and all winelovers.
Ten wineries represented the Denomination: Beato Bartolomeo da Breganze, Ca’ Bolani, Cielo e terra, La gioiosa, Mionetto, Pitars, Transit, Villa Sandi, Vitevis and Voga.
Adeus Brasil.
