Cinema and Prosecco DOC share a natural vocation for storytelling and conviviality. If cinema tells stories, emotions and cultures through images, Prosecco DOC tells the story of a unique territory, its traditions, the work of its producers and the identity of the communities that live there. For years, the Consorzio di Tutela della DOC Prosecco has promoted dialogue between the world of sparkling wine and the arts, identifying the language of cinema as a privileged tool for enhancing the Denomination’s cultural and landscape heritage. Through cinema, Prosecco DOC becomes not only the protagonist of moments of tasting and conviviality, but also an opportunity for discovery, exploration and sharing, offering audiences an experience that brings together entertainment, culture and knowledge of the territory.

It is in this context that Cinema in Cantina was created, a project that for nine years has brought non-fiction cinema to the places where wine is made, among vineyards, wineries and the landscapes of North-Eastern Italy.

The festival, organised by Sole Luna Doc Film Festival and the Consorzio di Tutela della DOC Prosecco, now in collaboration with Ginko Film, was created with the aim of establishing an original dialogue between cinema, territory and wine culture. It offers audiences an immersive experience, capable of presenting Prosecco DOC not simply as a product of excellence, but as an authentic expression of a community, its traditions and its cultural heritage. The wineries of the Denomination thus become the protagonists of a journey that combines the discovery of the territory with the narrative power of documentary film.

The format is simple and evocative: for one evening, wineries are transformed into open-air cinemas. Guests are welcomed by the producers and guided through the production areas, discovering the world of Prosecco DOC, the work behind each bottle and the different stages of production. The experience continues with a tasting of the wines produced by the host wineries, an opportunity to taste the territory before seeing it on the big screen. Then comes the cinema: among the vineyards or inside the winery, the lights go down and stories, faces and distant worlds take shape, accompanied by encounters with directors, authors, protagonists and guests.

The heart of the festival lies precisely in its ability to transform wineries into places where people, stories and different cultures meet. Through the universal language of cinema, audiences are invited to discover Prosecco DOC from a broader perspective, one made up of landscapes, values, traditions and human relationships. The screenings thus become a bridge between emotion and knowledge, while conversations with authors and guests provide further opportunities for dialogue and exploration. This is where Cinema in Cantina finds its most authentic dimension: in bringing different people together around a story, a glass of wine and a place.

Over the course of its different editions, Cinema in Cantina has explored numerous themes, from sport to music, from art to the environment and sustainability, giving space both to local authors and international directors.

The festival has hosted 35 films and more than 60 guests, including alpine skier Asja Zenere, climber Angelika Rainer, Paralympic athlete Martina Caironi and director Tommaso Romanelli, author of No More Trouble. Guests over the years have also included international authors such as Justine Harbonnier, director of Caity Blues, and Julien Faraut, director of The Witches of the Orient, as well as Italian directors such as Giulia Rosco, author of Feneen, Renzo Carbonera, director of Resina, and Marco Zuin, director of Niente Sta Scritto, alongside designer Tobia Scarpa and actress Maria Roveran. Films screened have also included Buena Vista Social Club by Wim Wenders, The Salt of the Earth, Alcarràs by Carla Simón, winner of the Golden Bear at the 2022 Berlinale, and Challengers by Luca Guadagnino, starring Zendaya.

The documentary thus becomes a starting point for entering different worlds and stories: sporting experiences, artistic journeys, environmental issues, personal passions and human stories that find in wineries a privileged place to be told and shared. Stories that may come from far away or emerge close to home and that, through the big screen, find a new way to connect with audiences.

Another distinctive element of the project is its focus on sustainability. The relationship between cinema and the environment does not end with the choice to screen films immersed in the vineyard landscape: the screenings are powered by photovoltaic energy, a concrete solution that demonstrates the festival’s commitment to more responsible forms of cultural enjoyment.

Over the years, Cinema in Cantina has established itself as an example of dialogue between culture and territory, helping to strengthen awareness and appreciation of Prosecco DOC. A project that continues to evolve while keeping at its heart the values that characterise the Denomination: hospitality, sharing, passion and team spirit.

Through cinema, the Prosecco DOC territory is thus told in an authentic and engaging way: not only through what it produces, but through the people, places and stories that bring it to life. An evening at a winery becomes something more than a screening: an experience to live and share, bringing together culture, landscape, conviviality and the discovery of one of the most representative expressions of Made in Italy.

Prosecco DOC Shockwave³ has kicked off its autumn racing season in the best possible way, winning the 43rd Trofeo Due Castelli in real time, organized by the Società Nautica Laguna del Villaggio del Pescatore. The Maxi 90 of Yacht Club Monfalcone, with Claudio Demartis as owner and Pompeo Tria as co-owner, has thus added its name to the regatta’s roll of honour.

The victory confirms the excellent performances already shown throughout the season and follows the real-time wins achieved in 2026 at the Aegean 600 and the Brindisi-Corfù.

On the course in the Gulf of Trieste, between the Castles of Duino and Miramare, Prosecco DOC Shockwave³ raced aggressively from the very start, managing to maintain its lead over its direct competitor Arca Sgr Marta 07 all the way to the finish.

“It was a valuable opportunity to test the new mainsail, which has a surface area more than 25 sqm larger than the previous one and proved to be very well suited to our boat in light-wind conditions, both upwind and downwind,” commented owner Claudio Demartis. “Credit must go to the crew, who took to the water with the right focus and determination to give their best and continue along the path of growth that will have to take us to the key races of this autumn. In the meantime, we are celebrating this hat-trick.”

The race day was characterized by light but steady winds, with an average intensity of around six knots and peaks of seven. “The start was the key to the entire race,” explained tactician Andrea Micalli, highlighting how the crew set up a real match race with Marta 07, managing to start ahead of their direct competitor. In the first two legs of the course, Prosecco DOC Shockwave³ adopted a conservative tactic, while during the lighter-wind phases it used the furling sail, a particularly high-performing sail in these conditions. On the final leg, from Miramare to the finish at Duino Castle, the crew hoisted the gennaker, further increasing the gap over their opponent.

Prosecco DOC Shockwave³’s autumn racing season now continues with a busy schedule of events:

The Prosecco DOC Consortium and the Grana Padano PDO Protection Consortium launch an extensive programme of activities in the main European markets to promote the value of Geographical Indications and strengthen awareness of the two denominations among consumers and industry professionals.

 

Desenzano del Garda / Treviso, 28 September 2026 – “Here’s to EU – Momento Perfetto”, the three-year information and promotion project co-financed by the European Union under Regulation (EU) No. 1144/2014 and jointly carried out by the Grana Padano PDO Protection Consortium and the Prosecco DOC Consortium, has officially got underway. The initiative, scheduled from May 2026 to April 2029, aims to strengthen awareness of the European system of Geographical Indications and increase the notoriety of Grana Padano PDO and Prosecco DOC in Germany, Poland and Denmark.

Through a series of events aimed both at the public and at professional operators, the campaign aims to tell the story of the authenticity, certified quality and deep connection with the territory that characterise the two denominations. The “Momento Perfetto” concept also enhances the pairing between Grana Padano PDO and Prosecco DOC, proposing an engaging experience that combines gastronomic culture, conviviality and training.

“The renewed synergy with the Grana Padano PDO Consortium within this important European programme represents a strategic step for our territory” – underlines the President of the Prosecco DOC Consortium, Giancarlo Guidolin. “Through the ‘Momento Perfetto’ concept, we want to convey to consumers and professionals in Germany, Poland and Denmark the invaluable value of our certified denominations. This campaign allows us not only to promote the quality and extraordinary versatility of our products, but also to be ambassadors of a lifestyle based on the authenticity and conviviality typical of Made in Italy.”

“Joining forces between two great excellences such as Grana Padano PDO and Prosecco DOC means telling the story of an Italian heritage made of quality, authenticity, conviviality and well-being,” declares Renato Zaghini, President of the Grana Padano Protection Consortium. “‘Momento Perfetto’ fully interprets our way of communicating Grana Padano: a product that is born from a love for things done well and that, thanks to its qualities, accompanies the pleasure of being together and feeling good every day. Through this project, we want to make European consumers aware not only of a pairing capable of expressing Italian style, but also of the value of Geographical Indications, which protect the origin, quality and work of the production communities.”

Berlin and Düsseldorf: Germany at the centre of the project

The calendar opened with participation in the Frizzante Festival in Berlin on 5 and 6 September, an important event dedicated to Italian gastronomic culture hosted inside the historic Tacheles cultural centre.

In this context, Grana Padano PDO and Prosecco DOC were protagonists with an exclusive stand dedicated to guided tastings, storytelling activities and insights into the value and quality standards of the European PDO and DOC certifications.

Also in Berlin, the programme included an exclusive After Work Aperitivo aimed at Ho.Re.Ca. professionals, buyers and specialised press as part of the TRUE Italian Awards, as well as an Influencer Experience dedicated to content creators and influencers from the food & lifestyle world to encourage an authentic Italian gastronomic experience through a fresh pasta masterclass and guided tastings on the correct food-wine pairing in a light and sharing-oriented context.

At the end of the month, the project will stop in Düsseldorf with participation in the Rolling Pin Convention (28–29 September), one of the main European events dedicated to hospitality and catering, which will take place at Areal Böhler. Here, the two Consortia will welcome professionals, chefs and decision-makers with tastings, networking and training moments.

Poland: meetings with the public, influencers and activities in points of sale

The programme then made its debut in Poland, in Warsaw, with participation in Targ Śniadaniowy, among the best-known open-air gastronomic festivals in the country, over the weekend of 12 and 13 September. The two denominations met thousands of visitors through an exclusive space with a show cooking by Cristina Catese and tastings discovering Italian agri-food excellences.

This was followed by an Influencer Dinner at the prestigious Villa Foksal and an After Work Aperitivo in the heart of the financial district of the Polish capital, initiatives designed to involve opinion leaders, media, professionals and local stakeholders in a tasting and networking journey.

In November, a promotional campaign will also start in 18 Carrefour and Auchan points of sale in Warsaw, Wrocław and Gdańsk, aimed at consumers between 25 and 44 years old interested in European food and wine experiences. The activity will be supported by dedicated promotional materials in the wine and dairy departments, contributing to amplifying the visibility of the two denominations among the Polish public.

Training and enhancement of the new generations

One of the key elements of the project concerns the training of future professionals in the catering sector. Between 2026 and 2027, numerous appointments are in fact planned at culinary schools and hotel institutes in Germany, Poland and Denmark. The training days will alternate theoretical moments and practical activities, allowing students to deepen their knowledge of the two certified productions, food-wine pairing techniques and the value of the European PDO and DOC certifications.

 

Prosecco DOC companies participating in the initiative:

For activities in Germany: Beato Bartolomeo da Breganze, Cantina Montelliana e dei Colli Asolani, Cantine Maschio, Collis Heritage, Masottina, Mionetto, Pitars, Serena Wines 1881, Val d’OCA, Valdo Spumanti, Villa Sandi and Viticoltori Ponte.

For activities in Poland: Botter, Cantina Montelliana e dei Colli Asolani, Cantine Maschio, Masottina, Montelvini, Perlino, Pitars, Ponte 1948, Serena Wines 1881 and Tosti1820.

This fall, the Italian elegance of Prosecco DOC returns to Daimaru Matsuzakaya—20 prestigious Prosecco DOC brands take center stage in Tokyo, Nagoya, Fukuoka, and Sapporo.

 

The Prosecco DOC Protection Consortium is pleased to announce the renewal of its partnership with Daimaru Matsuzakaya Department Stores Co., Ltd., once again bringing the excellence of Prosecco DOC to Japanese consumers through two major events: the “Sparkling Wine Fair,” scheduled for September in four cities across Japan, and the prestigious “World’s Wine & Cheese Festival,” to be held in Tokyo in October.

This year, the Sparkling Wine Fair is coming to Daimaru Matsuzakaya department stores in Tokyo, Nagoya, Fukuoka, and Sapporo, featuring a section entirely dedicated to Prosecco DOC within the wine and beverage departments. Visitors will be able to explore a selection of 20 brands representative of the appellation, embodying the unmistakable style of Prosecco DOC: fresh, fruity, refined, and versatile.

To make the experience even more engaging, on weekends, staff specially trained in Prosecco DOC will guide visitors in discovering the various labels, explaining their distinctive characteristics, and suggesting ideal pairings for every occasion.

In October, the journey into the world of Prosecco DOC will continue at the World’s Wine & Cheese Festival, one of Daimaru Tokyo’s most prestigious and eagerly anticipated food and wine events. Once again, visitors will have the opportunity to participate in guided tastings and let experts help them choose the Prosecco DOC that best suits their tastes.

Prosecco DOC is a symbol of the Italian lifestyle, known and appreciated around the world through the charm of la Dolce Vita. Its sparkling bubbles transform everyday moments into special occasions, bringing conviviality, lightheartedness, and the authentic pleasure of being together to the table.

Following the success of Prosecco DOC Month—the promotional campaign held in August that involved 274 venues across Japan, primarily restaurants—the partnership with Daimaru Matsuzakaya represents a new and important opportunity to introduce an ever-growing number of Japanese consumers to the culture and quality of Prosecco DOC.

This fall, Daimaru Matsuzakaya invites all wine enthusiasts and lovers of Italian style to enjoy a unique experience centered on taste, discovery, and conviviality.

Let yourself be captivated by the bubbles of Prosecco DOC and discover the authentic pleasure of the Italian Dolce Vita.

Dates, store locations, and participating departments:

September 9–15, 2026

TOKYO
Daimaru Tokyo
1-9-1 Marunouchi, Chiyoda-ku, Tokyo
Basement Level B1 – Wine and Spirits Department

NAGOYA
Matsuzakaya Nagoya
3-16-1 Sakae, Naka-ku, Nagoya, Aichi
North Building, Basement Level B1 – Grand Cercle Liquor Shop

FUKUOKA
Daimaru Fukuoka Tenjin
1-4-1 Tenjin, Chuo-ku, Fukuoka, Fukuoka
Basement Level B1 – Grand Cercle Liquor Shop

September 23–29, 2026

SAPPORO
Daimaru Sapporo
7 Kita 5-jo Nishi 4-chome, Chuo-ku, Sapporo, Hokkaido
Basement Level B1 – Wine and Spirits Department

 

October 7–13, 2026

TOKYO
Daimaru Tokyo
1-9-1 Marunouchi, Chiyoda-ku, Tokyo
11th Floor – Event Area

Participating wineries: Anna Spinato Winery, Bosco del Merlo, Bottega, Casa Vinicola Abbazia, Col De Mar, Italian Wine Brands, La Cantina Pizzolato, La Gioiosa, Le Colture, Le Contesse, Le Rughe, Masottina, Mionetto, Porta Leone, Ruggeri, San Simone, Terre dei Buth, Torresella, Val D’Oca.

 

Official Prosecco DOC Japan website: https://proseccodoc.jp/

Prosecco DOC Celebrates the Success of “Uncorking Prosecco DOC 2026” in Seoul: Over 35 Participating Restaurants and New Partnerships with the Art and Fashion Worlds

Prosecco DOC met Seoul’s vibrant food scene with “Uncorking Prosecco DOC 2026”, the project promoted by the Consorzio di Tutela del Prosecco DOC to introduce the Korean public to a vision of Italy based on hospitality, conviviality and the art of living well.

In Korea, these values resonate particularly well with a dynamic and sophisticated market, increasingly oriented towards premium lifestyle experiences, while remaining deeply attentive to social occasions, sharing and the pleasure of discovering new expressions of taste and culture. In this context, Prosecco DOC fits naturally into the scene, offering Korean consumers an accessible yet sophisticated way to experience the authentic Italian art of living.

Through the “Uncorking Prosecco DOC” campaign, Prosecco DOC confirms its role as an authentic cultural ambassador for Italy around the world: accessible yet elegant, contemporary yet deeply rooted in tradition, it consistently and passionately showcases its territory, combining taste, style and identity in an experience recognised and appreciated worldwide.

The project kicked off on 31 August with an opening event at the Conrad Seoul Hotel, where guests had the opportunity to discover the versatility of Prosecco DOC through tastings paired with Korean cuisine. Six Italian wineries took part in the initiative: Biasiotto, La Gioiosa, La Marca, Serena Wines 1881, Tenuta Santomè and Torresella, which will be present until 13 September in more than 35 of Seoul’s leading restaurants and bars, offering dedicated gastronomic experiences designed to enhance both traditional Korean specialities and Italian cuisine, which has always been particularly appreciated in the country, creating a dialogue between cultures and flavours under the banner of food and wine excellence.

 

Among the participating restaurants are some of the most interesting and representative names on Seoul’s gastronomic scene. Alongside iconic Korean restaurants such as Won Grandma Bossam, a historic brand founded in Seoul in 1975 and recognised as one of the leading interpreters of the bossam tradition, the famous pork dish served with kimchi and traditional side dishes and now present with more than 200 locations across Korea, the initiative also involves Bistro Anthro, led by Chef Areum Yoon, who is well known to the general public for her participation in MasterChef Korea 1, Culinary Class Wars 2 and MasterChef Asia 2026, as well as for taking part in the Prosecco DOC Chef Residency Korea held in Milan last July.

Among the personalities involved are also Chef Jang Hanyi, at the helm of the restaurant bearing her name, and Chef Choi Ji Hyung of Leebukbang, featured in the Michelin Guide, both contestants in the acclaimed Netflix series Culinary Class Wars. The participation of these chefs is further evidence of the growing dialogue between Korean haute cuisine and Prosecco DOC, which is increasingly appreciated as a versatile partner for international food pairings.

The programme also includes four masterclasses dedicated to Horeca professionals, sommeliers, buyers and industry specialists, led by experts Sungjin Kwak, Miyeon Hong, Luke Kim and Jaejun Kim. The sessions explore the distinctive characteristics of Prosecco DOC and its potential in food pairings, offering participants a highly qualified opportunity for training and exchange. The masterclasses were held at prestigious venues across the Korean capital, including Mishmash, a traditional and distinctive Korean hanok, CMB Wine Experience, JL Dessert Bar and Negroni Seoul.

 

Interest in Prosecco DOC continues to grow in the South Korean market. The President of the Consorzio di Tutela del Prosecco DOC, Giancarlo Guidolin, stated: “South Korea is proving to be a dynamic and potentially strategic market for our appellation, as demonstrated by the +9.8% growth in sales recorded between January and April 2026. With the ‘Uncorking Prosecco DOC 2026’ campaign, we aim to consolidate this positioning of excellence and further expand our commercial and distribution opportunities. Through collaboration with more than 35 restaurants, training masterclasses for industry professionals and prestigious partnerships with leading players in fashion and culture, Prosecco DOC presents itself not only as a sparkling wine of exceptional quality, but also as a true ambassador of the modern Italian lifestyle in Korea.”

The Prosecco DOC presence in Seoul also continued through a series of collaborations with major cultural and lifestyle events in the Korean capital.

On 1 September, Prosecco DOC was the protagonist of “Italy at Frieze Seoul – The Golden Trace”, an initiative organised by the Embassy of Italy and the Italian Cultural Institute on the occasion of the prestigious international art fair Frieze Seoul. In a setting bringing together leading figures from the worlds of art and culture, as well as international stakeholders, Prosecco DOC sparkling wines accompanied the guests’ experience, further strengthening the cultural dialogue between Italy and Korea.

The appellation will also once again be the Official Sparkling Wine Partner of the third edition of “Milan Loves Seoul”, a project promoting exchange between Italy and South Korea through fashion, creativity and innovation as part of Seoul Fashion Week. Through dedicated tastings, networking moments and activities aimed at buyers, the press, influencers and industry professionals, Prosecco DOC will strengthen its presence among a highly qualified international audience, confirming the natural affinity between its sparkling wines and contemporary fashion and premium lifestyle settings.

 

Restaurants participating in the “Uncorking Prosecco DOC” campaign: Bellissimo, Bistro Anthro, Borgo Hannam, Cheongdam Manok, CMB Wine Experience, Dining Oeun, EggAndFlour, Entrée by Novotel Ambassador Gangnam, GoBangChae, HanYi Seoul, Jinjak Kakii, JL Dessert Bar, Jumbo Seafood, JustCo Park One, Le Glass, Mishmash, Namag Sanghoe, Negroni Seoul, Ollipepe Gangnam, Ollipepe Gwanghwamun, Ollipepe Pangyo, Ollipepe Yeouido, Perbacco, Ribukbang, Sanho, Seoul Club, Shawnino, Solen, Soul Hanwoo Mapo, Soul Hanwoo Yeoido, TAA, The Kitchen Il Forno Gwanghwamun, The Kitchen Il Forno Yeoksam Centerfield, Truffle d’Alba, Wonhalmoni Bossam.

 

Photogallery: https://drive.google.com/drive/folders/1f4wS-b6paFaU3fdoxvFKZbyl1cgHLSO7?usp=drive_link

From 3 to 19 September, Seoul hosted the latest edition of Milan Loves Seoul, the international project created to strengthen cultural and commercial exchanges between Italy and South Korea through fashion, creativity, innovation and lifestyle.

Following the success of previous editions in Milan and Seoul, the initiative returned to South Korea during Seoul Fashion Week, bringing together designers, brands, buyers, media, influencers and professionals from the creative industries of both countries.

For the 2026 edition, Prosecco DOC was the Official Sparkling Wine Partner of Milan Loves Seoul, accompanying the event’s main appointments with dedicated tasting experiences and bringing Prosecco DOC to Seoul in an international setting closely connected to fashion and Made in Italy.

Founded by Ylenia Basagni and Marcella Di Simone, Milan Loves Seoul is an international platform connecting Italian and Korean talents, companies and institutions. The project takes place twice a year, in Milan during Fashion Week and in Seoul during Seoul Fashion Week, through fashion shows, showcases, networking activities and events open to the public.

The 2026 edition was structured around three main events:

Fashion Show & Afterparty: Made in Italy takes the Seoul runway

On September 3rd, CAVEHOUSE hosted the Fashion Show that officially opened Milan Loves Seoul Seoul Edition 2026, followed by an exclusive VIP Afterparty.

The concept of this year’s edition, “The Italian Noir Club”, drew inspiration from Italian film noir, combining the timeless elegance and mysterious character of this aesthetic with Seoul’s contemporary creativity. A meeting between two cultures that placed craftsmanship, research, design and new forms of luxury at the heart of the event.

The fashion show featured collections by six Italian brands – Ludovica Gualtieri, Lorena Antoniazzi, Denisa Rad, Angela Lasalandra, Bottega Bernard and Marbell – in front of a select audience of celebrities, influencers, buyers, media and fashion industry professionals.

The evening continued with a VIP Afterparty, offering an opportunity for networking and interaction among key figures from the Korean and international fashion industries. Prosecco DOC was present with a branded tasting corner, dedicated to guests and designed to accompany moments of conviviality and networking.

Among the guests attending the event were the idol groups ONE PACT and MONT, actor Ki Hyun Woo and actress Kim Joo Ryoung, internationally known for her role in the series Squid Game.

Prosecco DOC’s presence was also further enhanced through a collaboration with actor Theo Jang, who created dedicated social media content for the brand, including one Instagram post and a set of Instagram Stories.

Press Day & Buyer Showcase: new connections with the Korean market

On September 5th, the Seoul Jewellery Industry Support Center hosted the Press Day & Buyer Showcase, an event dedicated to journalists, buyers, showrooms and fashion industry professionals.

The event provided an opportunity to discover the participating Italian brands and foster new relationships and collaborations with professionals in the Korean market. Guests had the chance to explore new collections, meet brand representatives and discuss potential business opportunities.

The day featured numerous Italian brands from the fashion, jewellery, fragrance and accessories sectors, together with a special selection of companies from Milano Fashion & Jewels.

Prosecco DOC was also present throughout the day with a dedicated tasting corner, accompanying meetings between industry professionals and contributing to the Made in Italy experience promoted by the event.

 

Pop-up Store: Made in Italy meets the Seoul public

From September 12th to 19th, Milan Loves Seoul continued at ME SPACE, in Seoul’s Gangnam district, with a Pop-up Store open to the public.

The space was conceived as an experiential destination dedicated to Italian creativity and craftsmanship, where fashion, design and lifestyle met the Korean public. Participating brands had the opportunity to showcase and sell their collections, establishing direct contact with consumers, fashion enthusiasts, buyers and industry professionals.

The Pop-up Store also featured a dedicated Prosecco DOC display, accompanied by a bar area curated by the Loop Innovators team. Throughout the activation, Prosecco DOC was available for tasting, becoming part of an experience centred on contemporary Italian lifestyle.

The Pop-up Store also hosted a selection of Korean designers presented by Yongdae, a platform dedicated to promoting emerging Korean talent in international markets, further strengthening the exchange between Italian and Korean creativity.

 

 

Participating Wineries:

Biasiotto

La Gioiosa

La Marca

Serena Wines 1881

Tenuta Santomè

Torresella

 

Prosecco DOC is strengthening its international presence with the “Share the Magic of Summer” campaign, a communications initiative that took place throughout the summer of 2026 in the United Kingdom and the United States—two strategic markets for the appellation.

The campaign was launched with the goal of showcasing Prosecco DOC through a contemporary and engaging narrative, associating it with moments of togetherness and the desire to enjoy and share summer experiences. This multi-channel initiative is designed to reach audiences in their everyday settings and on major entertainment platforms.

United Kingdom

Following the excellent results achieved last year, “Share the Magic of Summer” has returned to the United Kingdom with a new communications campaign dedicated to the summer season.

From August 10th to 30th, the campaign brought some of London’s main Underground stations to life, featuring five strategic hubs across the city: Charing Cross, Tottenham Court Road, Waterloo, London Bridge, and Bond Street.

The presence in these subway spaces brought the world of Prosecco DOC to the heart of the British capital, reaching a broad, international, and diverse audience every day and strengthening the appellation’s visibility in one of its key markets.

The initiative will also continue in the fall with the “Dreamland” campaign, scheduled from September 21st to October 15th, featuring posters displayed on London’s main public transportation systems—including the Underground, buses, and the Overground—ensuring widespread visibility across much of the city.

 

United States of America

Alongside its activities in the United Kingdom, “Share the Magic of Summer” also reached audiences in the United States through a dedicated campaign on major streaming platforms.

From August 7th to September 6th, 2026, a 30-second commercial aired for 30 consecutive days on Connected TV, reaching consumers in 15 strategic metropolitan areas, including New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Las Vegas, Dallas, and Washington, D.C.

The campaign was distributed across some of the leading streaming platforms in the U.S. market, including Hulu, Tubi, Peacock, Disney+, Paramount+, Pluto TV, and HBO Max, with the schedule optimized throughout the campaign to maximize reach and communication effectiveness.

The use of Connected TV made it possible to deliver the Prosecco DOC message within a viewing context that is increasingly relevant to the American public, expanding the appellation’s presence and strengthening its recognition among strategic consumer segments.

 

An international campaign to showcase summer through the lens of Prosecco DOC

The initiatives launched in the United Kingdom and the United States are part of a broader international promotional strategy for Prosecco DOC, which aims to strengthen awareness and recognition of the appellation through communication tools designed to reach diverse audiences in the most relevant contexts.

From the London Underground to U.S. streaming platforms, “Share the Magic of Summer” brings the Prosecco DOC message to two key markets through a widespread and contemporary presence that highlights the themes of sharing, conviviality, and the Italian lifestyle.

The campaign also reaffirms the Consortium’s commitment to consolidating Prosecco DOC’s international presence and maintaining a constant dialogue with consumers through increasingly innovative communication methods that align with their habits.

The Prosecco DOC Protection Consortium brings the culture of Italian wine to Melbourne Museum, with an evening dedicated to the dialogue between the heritage of Ancient Rome and contemporary Italian lifestyle.

 

Melbourne, 13 August 2026 – Prosecco DOC continues to strengthen its engagement with the Australian audience through an evening dedicated to media and content creators, held at Melbourne Museum in conjunction with the ROME: Empire, Power, People exhibition. The event was designed to showcase Prosecco DOC not only through the product itself, but through the culture, conviviality and Italian lifestyle of which wine represents one of the world’s most recognisable expressions.

 

 

Titled “From Empire to Aperitivo: Ancient Rome to Modern Prosecco DOC”, the event brought together approximately 30 guests, including journalists, media and influencers, for an experience combining history, wine tasting, gastronomy and mixology. The evening was built around a clear theme: the relationship between wine and Italian culture, from its ancient roots through to the modern ritual of aperitivo.

The evening opened with a welcome Prosecco DOC and canapé, followed by a welcome from Mike Bennie, wine writer, drinks commentator and presenter, together with a representative from Melbourne Museum. Guests were then taken on a tour of the ROME: Empire, Power, People exhibition, exploring the life, culture and traditions of Ancient Rome.

The experience highlighted the central role that wine, food and conviviality played in Roman society, while creating a connection with contemporary Italian food and wine culture. The tasting area subsequently became the meeting point between past and present, bringing the story towards Prosecco DOC and its contemporary interpretation of conviviality.

Throughout the evening, guests had the opportunity to discover a selection of eight Prosecco DOC wines, accompanied by a food journey designed to showcase their versatility. From aperitivo to the dining table, the experience demonstrated how Prosecco DOC can accompany different occasions and cuisines, confirming its ability to move naturally between informal gatherings, gastronomic experiences and moments of celebration. The tasting also included a selection dedicated to Prosecco DOC Rosé, the denomination’s most recent expression and a symbol of Prosecco DOC’s ability to combine tradition and innovation.

 

A dedicated session was also held exploring the world of mixology, featuring the preparation of a Prosecco DOC-based spritz. The session highlighted the wine’s ability to play a leading role in contemporary aperitivo culture and to inspire new interpretations, thanks to its freshness, liveliness and versatility.

The tasting journey also featured a range of food pairings, culminating in a cheese course accompanied by two expressions of Prosecco DOC Treviso. This provided an opportunity to bring the focus back to territory and the geographical dimension of the denomination, highlighting the connection between the wine and the areas of north-eastern Italy that have shaped its history.

The central theme throughout the experience was the relationship between Ancient Rome and Prosecco DOC. The denomination’s territory is located in an area of north-eastern Italy that was once part of the Roman Empire, where vine cultivation has roots extending back through a millennia-old tradition. The history of wine in the area is also intertwined with ancient references to Pucino, a wine associated with the area of Prosecco and mentioned in historical sources dating back to Roman times.

While Prosecco DOC in its current form is the result of a modern evolution, its connection to a long-standing wine culture remains a fundamental part of its identity. It is precisely this dialogue between heritage and contemporary lifestyle that shaped the story of the evening at Melbourne Museum.

Authentically Italian, Accessible Luxury, Everyday Indulgence: three values that guided the experience and encapsulate Prosecco DOC’s ability to represent an idea of democratic luxury, built around quality, pleasure and sharing.

 

 

From the world of Ancient Rome to the ritual of the contemporary aperitivo, the evening at Melbourne Museum offered a portrait of an Italy that continues to evolve without losing its connection to history: a culture in which wine, food and conviviality remain an integral part of the way people live and come together.

 

 

From August 21 to 23, 2026, Prosecco DOC will take center stage for the first time at the Düsseldorf Gourmet Festival, one of Europe’s most important events dedicated to the world of food and beverage. For three days, the famous Königsallee, in the heart of the German city, will be transformed into a grand culinary journey expected to attract over 100,000 visitors, including producers, enthusiasts, and curious onlookers.

The Prosecco DOC Protection Consortium’s participation aims to introduce the appellation to an international audience particularly attuned to quality, wine culture, and new culinary experiences. It’s an opportunity to showcase the diversity of Prosecco DOC, highlight its connection to the region, and foster direct dialogue with consumers.

Prosecco Summer Vibes: A Little Piece of Italy in the Heart of Düsseldorf

For the occasion, Prosecco DOC will bring an experience to the Festival centered on conviviality, discovery, and Italian style. The space, set up within an 18-square-meter area, will feature a Prosecco Bar and a lounge, with seating and tables where visitors can stop to enjoy a glass and take in the event’s atmosphere at a more leisurely pace.

Visitors will be able to choose from a selection of white and rosé Prosecco DOC wines, representing different styles within the appellation, ranging from Extra Brut to Extra Dry. The wines will be available both by the glass and for purchase, thanks to a collaboration with logistics and catering partner SerVino.

The selection will feature wines from Ca’ di Rajo, Cantina Montelliana, and Colli Asolani, as well as La Marca, Le Contesse, Masottina, Ponte1948, Val d’Oca, Valdo, and Villa Sandi—wineries already present on the German market through their importers.

Participation in the Gourmet Festival will also be an opportunity to highlight the versatility of Prosecco DOC and its role in contemporary drinking culture.

Alongside traditional tastings, the Pomegranate Mimosa will be featured—a variation on the famous cocktail made with Prosecco, lemon juice, and pomegranate syrup. A simple and refreshing drink, designed to appeal to a younger, more curious audience and to showcase new ways to enjoy Prosecco DOC.

Discovering Prosecco DOC Through Games

The booth’s program will combine tastings and information through a series of edutainment activities designed to introduce visitors to the appellation in a direct and engaging way.

Over the course of the three days, visitors will have the opportunity to participate in a pub quiz dedicated to Prosecco DOC, featuring questions about the appellation, the region, and the product’s characteristics. Teams will work together to answer the questions, turning knowledge into a moment of shared fun.

Another activity will allow participants to explore some of the distinctive features of a bottle of Prosecco DOC. Using a large cardboard model, participants will have the chance to practice placing the label and the government seal, learning to recognize some of the symbols that identify the product.

The goal is to tell the story of Prosecco DOC by looking beyond the glass, offering visitors the tools to learn about the appellation, its protection system, and the region where it originates.

 

The Düsseldorf Gourmet Festival brings together an audience with a strong interest in the world of gastronomy and wine, characterized by high spending power and a growing curiosity about quality products and new experiences.

Prosecco DOC will present itself not only to enthusiasts already familiar with the appellation but also to a new generation of consumers, through an approach centered on tasting, information, entertainment, and sharing.