As usual, at the beginning of the growing season, the Vineyard Vademecum 2025 is available, the result of collaboration between the Prosecco DOC and Vini Venezia Consortia and with the valuable contribution of Fiorello Terzariol.

The Vademecum is an easy and concrete tool to better plan vineyard defence and introduces the Prosecco DOC Consortium’s path towards Sustainable Denomination.

Click here to download the Vademecum-Viticolo-2025.

For further information contact the Consortium offices: ricerca@consorzioprosecco.it

 

The European Campaign to Defend Wine and Conviviality.

On the occasion of Vinitaly, the Consorzio di Tutela della DOC Prosecco hosted the Comité Européen des Entreprises Vins (CEEV), together with UIV and Federvini, at the Prosecco DOC Theatre – stand B4 hall 4 – for the presentation of the VITÆVINO campaign. The event was attended by Marzia Varvaglione (President of CEEV), Gaya Ducceschi (Head of Campaign, CEEV), Carmen Caruccio (Senior Policy Adviser, UIV) and Francesca Migliarucci (Head of International and Communication Area, Federvini), with the opportunity for the audience to sign the Declaration and ask questions in front of a good glass of wine.

“VITÆVINO promotes the cultural and socioeconomic value of wine and the distinction between moderate consumption and alcohol abuse. It is crucial to protect the role of wine especially at this stage when the sector is struggling both because of declining consumption, because of tariffs and because of various unfair attacks from the health world. I invite you to join VITÆVINO and support our precious sector,” says Marzia Varvaglione, President of CEEV.

“The Consortium is pleased to have hosted three prestigious associations of international significance in its pavilion. I would like to express my sincere thanks to the speakers for their valuable and stimulating contributions, which have given greater strength to this important initiative. – declares the Luca Giavi, Director of the Consortium – The message of the campaign is noble and of fundamental value, so we invite everyone to sign the Declaration.”

To join the campaign and sign the Declaration: www.vitaevino.org

IPZS together with the Consortium for the Protection of Prosecco DOC with Microsoft technologies is training the AI to protect the most beloved wine and wine lovers around the world

It is the most important cultural and commercial challenge of the moment, and Prosecco is winning it. The Istituto Poligrafico e Zecca dello Stato with the Consorzio di tutela del Prosecco Doc, and through Microsoft technologies, has embarked on an AI training programme that aims to create a vertical agent, a “super digital sommelier”, an expert on Prosecco, to be made available to enthusiasts around the world (with more than 30 languages already available), to offer maximum protection, maximum guarantee and maximum awareness in the consumption of one of the most iconic Italian excellences. Because there is no protection without valorisation.

As part of the project’s experimentation – officially announced in August 2024 – the chat with Artificial Intelligence was trained by IPZS through hundreds of documents provided by the Prosecco DOC Consortium. The results of this process, still in the beta phase, are not yet perfect, but they are encouraging. In an examination of the level of preparation carried out by the Consortium, the chatbot – despite a few slips and rigidities typical of AI – proved capable of correctly answering even the most complex questions, of going into the merits of sophisticated technical topics (on the production of the world’s most famous bubbles), of giving indications, suggestions for consumption (there are plenty of recipes on the chatbot) and of resolving even the most bizarre doubts (such as on the use of Prosecco during a diet), of enthusiasts, experts or occasional consumers. For example, if you ask ‘how do you close the bottle correctly?’ the answer is only one: you share. But the chat hasn’t learnt that yet. But in life, examinations never end, especially in sectors as endless and elusive as wine, and so the project underwent an extraordinary session.

Vinitaly 2025

In fact, today at Vinitaly, at the “Prosecco DOC Theatre” (stand B4 hall 4 ), the Consortium welcomed Annalisa De Luca – Head of Innovation, Research and Product Strategy at the Istituto Poligrafico e Zecca dello Stato – and Gerardo Gabriele Volpone – Tech Strategist and Sustainability Community Italy lead for Microsoft – to talk about the project and, in particular, to test the chat and continue to teach her a great deal about the world of Prosecco DOC: an opportunity to find out more about how this ‘digital sommelier’ works and test her with all kinds of questions. The public present was able to interact directly with the chat, ask her questions, listen to her answers and, above all, give her feedback to help her improve. Yes, because that is exactly how AI learns: with the questions and suggestions of those who use it! Anyone can access the portal https://ia.ipzs.it/ and challenge their knowledge. The important thing is to remember to leave feedback: the more it receives, the more accurate and reliable it becomes. Of course, all feedback will be verified by the Poligrafico and the Consortium, so that the quality and correctness of the information is always guaranteed. For this reason, the Consortium, Microsoft Italia and the Poligrafico invite everyone to ask her questions and contribute to her training. Because, although technology continues to evolve, digital will always need the human touch.

 

Statements:

Luca Giavi, Director Consorzio Prosecco DOC

‘I too asked the chat a few questions, and was impressed by its promptness in answering. Of course, sometimes it still needs a hand, but that is precisely the most interesting aspect: we can contribute directly to its growth. This project is fascinating because it combines state-of-the-art technology with irreplaceable human intervention. Discovering what lies behind the scenes of such innovative tools, between great potential and critical issues to be refined, is a truly inspiring experience. I invite everyone to interact with the chat: the more we use it, the more expert it will become in the world of Prosecco DOC and will be able to respond punctually to those who ask it for help.”

Annalisa De Luca, Head of Innovation, Research Strategy and Product at the Istituto Poligrafico e Zecca dello Stato

‘With this chat, the Istituto Poligrafico e Zecca dello Stato takes a concrete step towards innovation in the service of quality and authenticity. Prosecco DOC is one of the most appreciated symbols of Made in Italy in the world, but for this very reason it is also among the most exposed to the risk of imitations. This project was created to accompany the consumer in an informed purchasing experience, offering clear, verified and accessible information in real time. The use of generative artificial intelligence was decisive in the design of the chat: it allowed us to create a virtual assistant capable not only of recognising and interpreting complex data, but also of dialoguing with users in a natural and personalised way. It is a powerful technology that enhances the Italian wine and food heritage and opens up new avenues for the digital protection of Made in Italy.”

Gerardo Volpone, Tech Strategist and Sustainability Community Italy lead for Microsoft

“We are happy to support through Microsoft technologies and expertise this project that confirms how innovation can contribute to the growth of the realities of our territory, preserving tradition and opening it to new development perspectives. With this chat we can all interact in a simple and direct way with Generative Artificial Intelligence and promote knowledge and protection of the world of Prosecco DOC throughout the world.”

Presentation of the book “Tutto in una notte”

The meeting was further enriched by the presence of Adua Villa: journalist, writer and Brand Ambassador of Prosecco DOC, she presented her “Tutto in una notte”, the first book on wine and AI: “We are only at the beginning of a path that will lead us to be more and more vertical on the topics that interest us. AI is a revolutionary support tool that has already changed our lives’.

At Vinitaly, the Consortium presented the figures for the Appellation for the year 2024, confirming a solid and growing trend. Sales reached a total of 660 million bottles, generating an estimated consumer turnover of 3.6 billion euros. The sparkling version is confirmed as predominant, accounting for over 76% of total production. Exports – 82% of sales – continue to be a fundamental pillar, with a geographical distribution that sees more than 65% of bottles destined for the European market, more than 26% for the North American market, 6% for Asia and less than 2% in the other continents. The Denomination comprises 12,107 wineries, 1,046 winemakers and 362 sparkling wine producers.

Giancarlo Guidolin, President of the Prosecco DOC Consortium

‘The availability of information is fundamental for defining, after sharing it with the supply chain, an appropriate management policy for the denomination in economic, environmental and social terms. This commitment, in which we have been involved with the University Institutes since the Consortium was established, guarantees authority and impartiality in the processing of data; in fact, the interventions carried out to date and those that will be adopted in the near future are aimed at safeguarding the heritage that the denomination represents.”

Academic Collaborations

The analysis and processing of data are the result of two important academic collaborations. In partnership with the University of Padua, under the guidance of Professor Luca Rossetto, an econometric model was developed that allows for medium to short-term analysis and forecasting. At the same time, the collaboration with the University of Gastronomic Sciences of Pollenzo, in the person of Professor Garzia, focuses on the economic and financial performance of the companies of the Denomination, with particular attention to the margins and investments made by them, also in terms of sustainability.

Prof. Luca Rossetto, University of Padua

‘The consumption of Prosecco DOC has become pervasive on the national and international market thanks to a progressive diffusion among consumers of all generations, bucking the trend of other segments. This phenomenon is the result of a synergetic action between producers, processors and distributors under the careful guidance of the Consortium for the Protection of Prosecco DOC, as well as the support of research bodies and institutions. Efforts in communication, together with activities to control supply and monitor the denomination, are just some of the ingredients in the recipe that has accompanied Prosecco’s success. The benefits of this success invest a large number of operators, a vast territory and extend to other economic and social areas (e.g. wine tourism, slow tourism, etc.) that increase the attractiveness of the production areas.”

Prof. Carmine Garzia, University of Gastronomic Sciences of Pollenzo

“Prosecco has been able to best express the concept of the supply chain, integrating the artisan knowledge of the winemakers with the process innovations and industrial investments of the bottlers. The ability to work as a system, especially at the marketing level, and the presence of a consortium that is proactive in its promotion activities, have allowed Prosecco DOC to grow like no other wine, going from about 480 million bottles in 2019 to about 660 million in 2024. The Prosecco model leverages important economies of scale in production and distribution, which make it possible to offer a quality product at a fair price. It is crucial that the Prosecco System can continue to benefit from its current outlet markets, particularly the US, where it achieves more than a quarter of its exports.”

Data 2025

In conclusion, President Guidolin anticipated data on the start of 2025, in fact in the first quarter, there was a growth in bottlings of 10.2% over the same period in 2024. The hope, in the presence of a general climate of uncertainty and aware of our potential, is that there will be a regular and sustainable development of the denomination.

Prosecco DOC Consortium  is returning to Italy’s most important exhibition event in the wine world: the 57th edition of Vinitaly, which will take place in Verona from 6 to 9 April 2025.

Below is the schedule of all the events that will take place in the Prosecco DOC Pavilion in Area H (outside pavilion 3) – the Viennese glasshouse where tastings, show cooking and cocktail sessions will be held – and in the Prosecco DOC Theatre (stand B4, pavilion 4) – the arena where all the talks involving our partners, ambassadors and special guests will take place.

 

Prosecco DOC Pavilion in Area H (outside hall 3)

Download the schedule here!

 

Prosecco DOC Theatre (stand B4, hall 4)

Download the schedule here!

Do you want to live the emotions of MotoGP 2025?

Click here to watch “Two Minutes of…Joy”, the videos realized by Sky Sport MotoGP: curiosities, emotions and adrenaline paired with a chilled glass of Prosecco DOC!

 

Do you want more?

Don’t miss the Happy Moments, the most thrilling clips of the race weekend! Click here to watch them all.

 

The Prosecco DOC Consortium launches a new communication campaign in view of the Milan Cortina 2026 Olympic and Paralympic Winter Games

The launch of the campaign will take place today, on the occasion of the Women’s Alpine Skiing World Cup in Cortina.

In the run-up to the 2026 Milan Cortina Olympic and Paralympic Winter Games, the Consortium for the Protection of Prosecco DOC is delighted to announce the official launch of the communication campaign that aims to celebrate Prosecco DOC as the Official Sparkling Wine sponsor.

Says Giancarlo Guidolin, President of the Consortium of Prosecco DOC: ‘We are thrilled to present the new communication campaign today, on the occasion of the Ampezzo stop of the Women’s Alpine Skiing World Cup, a first taste of what Milan Cortina 2026, of which we are proud Official Sparkling Wine Sponsor, could be. We want to tell the world not only the quality of Prosecco DOC, but also the values and passion that make it an Italian excellence, celebrating it as a symbol of conviviality and sharing. Our message is clear: just like sport, Prosecco DOC is an opportunity for unity, open to all, without barriers. Inclusiveness, sustainability and sharing experiences are the pillars on which we are building a better future, for us and for generations to come.’

The campaign, signed by the agency Advisionair & Partners, aims to tell the story, tradition and Italian origins of the world’s most famous Sparkling Wine, while better defining its contemporary positioning close to the new generations.

 

Communication strategy

The communication strategy focuses on three key concepts: everyday life, lightness and conscious choice. And it picks up on a key message of Prosecco DOC: to be synonymous with everyday conviviality, not only festive or for great occasions. But always under the banner of the elegance of moderate and conscious drinking.

Through a data-driven approach, the campaign is aimed above all at two main targets: Aperitivo Addicts, younger and more dynamic, and Prosecco Lovers, a more mature and aware audience.

The campaign will use a multi-channel strategy to reach the two targets:

The Olympic and Paralympic Games become an opportunity to photograph the Denomination in its contemporaneity: Prosecco DOC is the art of sharing, because it knows how to transform every moment of life into a special occasion. The Italian heritage is evoked through quick iconic shots: Art, Beauty, Fashion and even the overwhelming expansiveness typical of Italians. A young and engaging narrative voice accompanies the viewer through the 30-second spot.

 

Sport and territory

The press campaign illustrates both sport and territory. Two highly recognisable tourist backdrops (Piazza del Duomo for Milan; Venice and St. Mark’s Basin for the not too distant Cortina) refer to the Italy where the great spectacle of the Olympics will be staged.

These two iconic locations are transformed into perfect ice rinks on which a pair of figure skaters and a trio of short track sprinters glide, creating an unusual and surprising setting in accordance with the claim ‘Share the Magic of Winter Olympics’.

The twist is completed by the title ‘Participating is important. Sharing is everything’, which recalls the famous motto of the founder of the modern Olympics, Pierre de Coubertin: “The important thing is not to win, but to participate”. And it reminds millions of spectators how the excitement of the Olympics must be experienced in the spirit of fraternity and joy that characterises the Games.

With this valence of shared happiness, lightness and the desire to be together, we are preparing to bring the Italian Genius to the 2026 Milan-Cortina world event.

 

Link to the promotional video:

2024 was a record year for Prosecco DOC. Bottlings of the denomination reached 660 million bottles for the first time, an increase of 7% compared to 2023, for an estimated consumer value of 3.6 billion euros. Prosecco DOC confirms itself as a pillar of the national wine sector, standing out in the sparkling wine scene as the emblem of modern method bubbles. The Consortium is committed to strengthening this identity by integrating promotion, valorisation and protection activities in the best possible way.

 

EXCLUSIVE PROMOTION FORMATS

This year the Consortium has continued its promotional path that enhances the values of Italian Fine Living: with a dynamic, fresh and young approach, Prosecco DOC celebrates the beauty, talent and conviviality of the Italian lifestyle through exclusive initiatives developed at an international level.

2024 saw the birth of new formats such as Tasting in the Dark – a multi-sensory tasting led by Hoby Wedler – and the Sparks Pop-up Store, presented in Milan at the Fuori Salone.

Prosecco DOC has conquered Asia with the Temporary Store at The Hyundai Seoul and the evocative Shibuya Prosecco DOC Garden in Japan and Prosecco DOC Garden in China; as well as reaching Australia thanks to the Prosecco DOC Lifestyle Drinks & Talks events organised in Melbourne and Sydney.

In the United States the Consortium collaborated with Jermaine Stone, known as ‘The Wolf of Wine,’ to produce an episode of his documentary The Original Wine & Hip Hop dedicated to Prosecco DOC, linking wine culture to the language of hip-hop.

In addition, as is now well known, the Consortium pays constant attention to artistic and cultural activities: recent examples are the mural dedicated to Giuseppe Verdi created by the artist Zoow24 in Milan in the wake of the Italian Genio and the new campaign dedicated to the 2026 Winter Olympic and Paralympic Games in Milan Cortina, on air with an initial teaser right now, but whose official launch is planned during the World Cup in Cortina, in January 2025.

 

INNOVATION AND RESEARCH PROJECTS

The Consortium continues on the path towards increasing the level of environmental sustainability of the Denomination. Ongoing projects include initiatives for a significant reduction in chemical inputs (from the genetic selection of vines to the identification of low-impact defence strategies, as well as the coordination of adherence to the main sustainability standards); for the reduction of the carbon footprint through the reduction of energy waste and the reuse of production waste; and for the management of water resources in the event of both excess and absence of rainfall.

Moreover, one of the next objectives is to create a community among producers, with the support of digital technologies, in order to be able, on the one hand, to manage the overall information of the Denomination and, on the other hand, to improve the efficiency of the production system with the introduction of innovative practices identified through experimentation, guaranteeing an approach aimed at the durability of the heritage that Prosecco represents.

As far as the social pillar is concerned, thanks to collaboration with local bodies, the Consortium has launched initiatives aimed at enhancing human resources through basic and high-profile training courses. In addition, in order to contribute to the redistribution of the value of Prosecco through social inclusion, a collaboration was initiated with Veneto Lavoro and Caritas.

Lastly, for the economic pillar, the Consortium monitored consumption dynamics in order to be able to contribute to the stability of the value of bulk and bottled Prosecco production, safeguarding the company’s PLV. Furthermore, in 2024, proposals were presented to modify the Production Regulations regarding oenological practices, such as the extension of cellar blending to the sparkling type; labelling, in order to valorise the wineries’ own skills; the segmentation of production, introducing typologies for the geographical mention Trieste and for the period of refinement with yeasts (Riserva). The Consortium, attentive to the evolution of consumer taste, is continuing with experimentation, in particular for the production of sparkling wine with low alcohol content.

 

PROTECTION OF THE DENOMINATION AND THE CONSUMER

Among the latest initiatives is the collaboration with Microsoft and IPZS for the launch of MIA (My Italian Shopping Assistant), a chatbot based on Azure OpenAI artificial intelligence and Microsoft Copilot that, thanks to a photo of the label, verifies the authenticity of Prosecco DOC bottles. The project is still in the pilot phase but has already been presented at the G7 in Ortigia as it offers great potential for the entire Made in Italy sector.

In the area of international protection, significant news is the conclusion of negotiations for an agreement between the EU and Mercosur, which would provide for a ten-year phasing out of the use of the term ‘Prosecco’ for sparkling wine produced in Brazil. However, uncertainties remain related to the ratification of the agreement, which is not expected before 2027. The protection of the Denomination in this country would represent a fundamental element in the Consortium’s strategy since a wine labelled ‘Prosecco’ is produced, albeit in limited quantities.

In addition to constantly monitoring and combating evocations and counterfeits at an international level, in 2024 the Consortium achieved significant results by blocking the marketing of Australian wine labelled as ‘Prosecco’ in Japan, China, the Philippines and Ukraine. These results reaffirm the effectiveness of the international protection strategy adopted by the Consortium, now extended to over 80 countries.

On 6 and 7 December 2024, the Palau de Congressos in Palma de Mallorca welcomed the FIM Awards 2024, an unmissable moment for the two-wheel world that celebrates of the most prestigious motorbike competitions.

Prosecco DOC confirmed its presence as an official partner of the event and, together with the companies Viticoltori Ponte and La Gioiosa – both supporters of WorldSBK and MotoGP – accompanied the guests in all the appointments scheduled for the weekend.

 

The Appointments

The weekend began on 6 December with the Warm Up Party at the Hard Rock Café in Mallorca, an opportunity to immerse oneself in the atmosphere of the celebrations.

The day of 7 December started in the morning with the Go-kart Challenge at the Circuit Mallorca Llucmajor and continued in the afternoon with an autograph session that allowed fans to meet their idols. On this occasion, representatives from La Gioiosa and Viticoltori Ponte were able to meet Jorge Martin and take a photo with bottles autographed by the MotoGPTM champion himself and Ana Carrasco, Women’s Super Bike champion.

The evening, preceded by the exclusive Red Carpet parade and gala dinner, ended with the awards ceremony, where the winners received their prizes. In addition, Consortium President Giancarlo Guidolin was presented on stage with a Jeroboam autographed by all the champions of the major motorcycling championships, in the presence of FIM President Jorge Viegas and Dorna CEO Carmelo Ezpeleta.

Finally, guests spent the night at the exclusive Afterparty enjoying a Prosecco DOC photobooth until the early hours of the morning.

 

The FIM Awards 2024 are a celebration of speed and adrenaline, but also of the talent and sacrifice that characterise Prosecco DOC. The event, which united the motorcycling family under the sign of passion, toasted with Prosecco DOC to the successes of this unforgettable season. 🥇🥂