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!

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. 🥇🥂

On the global scene, Prosecco DOC is confirmed not only as one of the symbols of Italian excellence, but also as a product of great commercial appeal. However, its fame often makes it the subject of violations that threaten the quality and reputation of Veneto-Friuli bubbles.

The Strategy

Having already extended the protection of the Prosecco DOC appellation to over 80 countries, the Consortium decided to ensure protection in the countries that attract tourists from the major export markets.

It was therefore deemed necessary to protect the Denomination in the Philippines as well, given the potential growth of alcoholic products analysed in recent market studies. Nevertheless, this positive development could lead to an increase in products that unduly exploit the reputation of the Denomination.

In September 2023, the Consortium obtained official recognition of the ‘Prosecco’ Geographical Indication in the Philippines: less than a year after this registration, protection has already been put into practice, confirming the effectiveness of the path undertaken.

The fact

Thanks to online monitoring, the sale on a Philippine e-commerce site of a wine called ‘Prosecco’ produced in Australia was detected. This discovery led the Consortium to warn the importer, who promptly withdrew the product from the market. But that’s not all: the success was further consolidated by the declaration of the Australian producer, who confirmed that the wine would no longer be distributed throughout the Philippines.

The result

This result takes on an even more relevant value if we consider the knots opened against Australia on the subject of the protection of the Prosecco Denomination which, at the moment, is conditioned by the outcome of the negotiations of the free trade agreement with the European Union, within which the protection of a list of European denominations will be established, including, precisely, the Prosecco DOC.

The Philippine case shows that the protection of Geographical Indications is not just a matter of principle, but a concrete tool to defend local producers and guarantee consumers the authenticity of the products they buy.

 

Wishing good luck to the Mascots of Milano Cortina 2026, who boarded the Maxi Yacht on the eve of Barcolana

October was an extraordinary month for the Prosecco DOC Shockwave3. The team won a prestigious second place at the Barcolana – an event in which the Consortium is Gold Sponsor and Official Sparkling Wine – and dominated the lagoon scene by taking the top step of the podium at both the Venice Hospitality Challenge and the Veleziana.

 

Tina and Milo, Official Mascots of Milan Cortina 2026

Talismans of these successes were the two affable official Mascots of Milano Cortina 2026, Tina and Milo, who spent Saturday 12 October sailing on the Prosecco DOC Shockwave3, and then entertained the public in Piazza Unità d’Italia with their friendliness and liveliness.
As part of the Italy of the Games programme, the Organising Committee of the upcoming Winter Games, of which Prosecco Doc is Sparkling Wine Sponsor, brought the Olympic and Paralympic values of the two Mascots to Trieste.

 

Stars on board

On board the Maxi Yacht were also stars of the sporting world, such as Marina Lubian, gold medallist for volleyball at the recent Paris 2024 Olympics, and Matteo Parenzan, Paralympic gold medallist in table tennis. Moreover, in continuity with the previous editions, this year Prosecco DOC also joined the ‘Sailing without Barriers’ project on board the Prosecco DOC Flying Dragon, a boat driven by extraordinary parathletes. Among them were Davide Di Maria, world champion of the Paralympic class, and Flavio Gaudiello, paracyclist of Obiettivo3, a project founded by Alex Zanardi.

Lubian e Mascotte

The Races

Barcolana

The Maxi Prosecco DOC Shockwave3, skippered by Mitja Kosmina, took second place after an extraordinary start and a head-to-head race with Woodpecker, arriving at the finish line just over two minutes behind rival Arca.

Venice Hospitality Challenge

The victory of the Venice Hospitality Challenge – the only regatta that takes place in the inner waters of a city – was celebrated with Prosecco DOC bubbles, thanks to the new partnership created with Yacht Club Venezia, organiser of the regatta that matches boats with Venice’s great luxury hotels. After the toast on the quay at the Zattere, the celebrations continued at the Fondaco dei Tedeschi.

Veleziana

On 20 October, the Super Maxi 90 Prosecco DOC Shockwave3 succeeded in defending the title it won in 2021, 2022 and 2023 at the Veleziana, now in its 16th edition, the only sailing event in the world that allows racers to arrive in St. Mark’s Basin with their sails unfurled.

The Consortium invites producers to participate in the Aperioperatori event, where the following topic will be discussed

 

DEVELOPMENT POTENTIAL OF PROSECCO DOC IN THE GDO CHANNEL.

 

The event will take place on 30 October 2024 at 5.00 p.m. at the Consortium’s headquarters (via Calmaggiore, 23 – Treviso).

Please note that places are limited, so please register in advance by writing to ricerca@consorzioprosecco.it.

For further details, please see the poster below.

Translated with DeepL.com (free version)

Locandina Aperioperatori 30.10.24-PDF

The Consortium for the Protection of Prosecco DOC, in the light of the first data, is satisfied with this first 2024 harvest balance, which sees a good quantitative and qualitative level of the grapes, consistent with the peculiarities defined by the production regulations. This year’s was by no means an easy vintage from a climatic point of view, but thanks to the expertise of the operators, it was possible to achieve what looks like an excellent result. As indicated, in the entire area of the appellation, three different periods were recorded in terms of weather conditions:

 

The first

The first, from April to early July, was characterized by frequent and abundant rainfall, even with temperatures below normal, which allowed adequate development of the leaf wall. Thanks to the presence of storm windows characterized by good weather, particularly during the phenological stages of flowering and fruit set, the production load was also able to develop properly.

The second

The second, between July and August, was characterized by modest rainfall (in areas with greater skeleton presence, in fact, irrigation was necessary) and, above all, by high maximum temperatures, even above 35°C. In order to safeguard the quality of the grapes, compared to the past where defoliation operations were also carried out, operators adopted special precautions for the management of the leaf wall, avoiding the “sunburn” of the grapes.

 

The third

The third, in September, was characterized by the sudden drop in temperatures and abundant rainfall.

 

With the final stage of maturation, September is the month in which the quality of future wine production is determined. As for 2024, climatic conditions were good, as the “technological maturity” for obtaining quality sparkling wines was reached in the middle two weeks of the month, where temperatures had already dropped, thus allowing the preservation of the aromatic profile and transport to the winery of grapes at suitable temperatures, so also a reduction in costs and energy consumption for cooling the product. In addition, time windows with sunny days presented themselves, allowing the harvest to be properly organized; in fact, the productions presented an excellent sanitary quality, which is fundamental for obtaining sparkling wines, as subsequent processing would amplify the possible presence of defects.

Evaluation of the first vinified productions

From the evaluation of the first vinified productions, it is found that, thanks to the excellent sanitary condition of the grapes and the above-mentioned September climatic conditions, the base wine suitable to become Prosecco DOC presents an elegant sensory profile of floral scents with a delicate intensity that will be amplified on the nose, in the coming months through refermentation, with perlage.

From the taste point of view, considering the moderate alcohol content (8.5-9.0% vol.) and the good presence of acidity, although put to the test by the hot days of August, to date the sparkling bases appear slender and savory. Considering, however, that after the vinification will begin the aging in steel – often with the presence of the noble residues of yeast – and taking into account that the sparkling gives the product creaminess, freshness and balance, we expect that producers and consumers can be satisfied with the campaign just ended, with an organoleptic sensory quality consistent with that which determined the success of Prosecco in the market.