WINE IN MODERATION ANNOUNCES THE SECOND EDITION OF WINE IN MODERATION DAY TO PROMOTE MODERATE AND RESPONSIBLE DRINKING
Wine in Moderation announces the second edition of Wine in Moderation Day to be celebrated today, 8 November, worldwide. Following last year’s success, this initiative continues with the campaign ‘The Greatest Wine? The one that you will remember’, aimed at promoting responsible and moderate wine consumption.
Wine in Moderation Day is organised by the WIM Association and aims to engage and raise awareness among consumers and wine professionals on the importance of encouraging conscious consumption choices, while promoting a deeper appreciation for the culture and history of wine.
The central message remains unchanged: wine culture is about savouring the experience and avoiding excess. True enjoyment of wine comes from creating memorable moments and promoting moderation, as reflected in the phrase: The greatest wine? The one you will remember.
Sandro Sartor
President of Wine in Moderation, commented: ‘After the success of last year’s first edition, we are excited to renew this important campaign with the second edition of Wine in Moderation Day. Our aim is to reinforce our long-standing mission to empower wine professionals and consumers to make responsible choices. Although we encourage moderation all year round and want all our consumers to remember this every time they enjoy a glass of wine, we like the idea of celebrating the concept of responsible drinking in a single day: understanding and appreciating wine in a way that enhances the experience and creates lasting memories – that you can remember. We encourage everyone to join us in spreading this message of moderation and responsibility’.
Giancarlo Guidolin
President of the Consortium for the Protection of Prosecco DOC (National Coordinator of Wine in Moderation), said: ‘Our Denomination involves an important number of stakeholders, from consumers to operators in the sector: it is our responsibility to commit ourselves to spreading a positive message about moderate wine consumption on a daily basis in order to continue to disseminate the pleasantness of our Prosecco, which is not only limited to the product itself, but embraces the conviviality, joy and style that characterise the moments of consumption. On Wine in Moderation Day we invite everyone to reflect on the importance of a responsible and sustainable approach to the world of wine. Only in this way can we ensure that our wine tradition will continue to be a symbol of quality for future generations.’
Participate and Share!
For more details on the campaign, visit and follow Wine in Moderation on the website, Instagram, LinkedIn and YouTube. Talk about it with friends, colleagues and customers, and share Prosecco DOC and Wine in Moderation posts on your social channels with the hashtag #wineinmoderation #wimday #wim #thegreatestwine and join in the celebration of the second Wine in Moderation Day!
The collaboration between MotoGP™ and Prosecco DOC has ushered in a new era for the FIM MotoGP™ World Championship, uniting the world of motorbike racing with Italian wine excellence. Since 2019, Prosecco DOC has become a protagonist in the post-race celebrations as Official Supplier, bringing joy and fun to podiums around the world.
Thanks to the partnership with Dorna Sports, organiser of MotoGP™, Prosecco DOC is also present in the MotoGP VIP Village™, where guests can taste the products of the Denomination while watching the races. There is only one Grand Prix left to the conclusion of the Championship, but the challenge is still open: Francesco Bagnaia (Ducati Lenovo Team) and Jorge Martin (Prima Pramac Racing) will fight until the end to decree the winner of the season.
Iconic celebrations
Every victory in MotoGP™ is signed Prosecco DOC, now a symbol of these moments of glory. The riders, after giving their all on the track, celebrate with a shower of Prosecco DOC, creating iconic images that are shared on social media and viewed by millions of fans globally.
Special Initiatives
In addition to the celebrations on the podium, Prosecco DOC appears in trackside advertisements at various circuits and is the protagonist of proposals such as ‘2 Minutes of Joy’, where MotoGP™ riders and personalities talk about their emotions on Sky Sport while sipping a glass of Prosecco DOC and providing an exclusive behind-the-scenes perspective of the races.
In addition, this year the Prosecco DOC Consortium has renewed for the fifth time the competition ‘Guess the winner MotoGP™ 2024’, which offers participants the chance to win a bottle of Prosecco DOC and take part in the draw for fantastic super prizes, including a MotoGP™ Vip Village Experience, a MotoGP™ Live Experience and a Jeroboam Bottle with MotoGP™ edition label.
Another initiative, this time a culinary one, is Master of Hospitality – a format organised by GPOne and the Prosecco DOC Consortium with the participation of Sky – which sees some of the best hospitality teams in the paddock compete behind the cooker. On the Thursday evening preceding the race on the track, an exceptional jury evaluates dishes, location, service and pairings with Prosecco DOC, to award the winners of the contest at the end of the season.
The synergy between MotoGP™ and Prosecco DOC is a brilliant example of how two excellences from different worlds can come together to create something even more unique and special.
Aroma: Delicate yet persistent, with floral notes. Bubbles: Fine and long-lasting. Color: Pale straw yellow or sparkling pink. Flavor: Fruity (with a delightful hint of violet in the rosé). If Prosecco DOC had an identity card, it would read just like this. We’d all know it by heart, like those timeless songs woven into our shared culture. It embodies the Italian spirit that fills us with pride—not in fabric flags, but in voices, hard work, and passion. These qualities all share one thing: the ability to face and conquer the challenges of time while staying true to their essence. This is precisely what’s happening with Prosecco DOC, which in recent years has made a bold entrance onto the global cocktail scene, dressed in fresh and captivating new styles. If sparkling drinks are in the spotlight, then let them dazzle in modern, sequined fashion. Think sorbets, inventive recipes, and creative twists on iconic cocktails.
This is one of the core communication and project pillars of the Consorzio Tutela Prosecco DOC. Rooted in tradition and the Veneto culture of aperitifs, the consortium has chosen to highlight the vibrant, Millennial-friendly side of Italy’s most popular wine worldwide. It’s a significant opportunity, embraced with the quick wit and creativity that defines Italian ingenuity.
But why does Prosecco work so well as a cocktail base? Its versatile flavor pairs beautifully with the sweetness of fruits, as well as with liqueurs and bitter components. Not only Select and Campari, but also countless other Italian bitters and liqueurs, find the perfect match in this incredibly approachable wine, which complements rather than overpowers. This versatility stems from the natural acidity of the grapes, bringing a lively touch to any drink they enhance.
In a time when product sustainability, both environmental and health-related, is paramount, this iconic Italian sparkling wine leads the way toward a new lifestyle—one that is slower, more mindful, and lower-impact, yet still celebrates enjoyment. And that enjoyment becomes even more beautiful when shared and approached with awareness. All this comes with the lightness of a bubbly cocktail, perfectly paired with the ideal aperitif or a dish from our culinary heritage. In this way, awareness becomes a blend of traditions—not just an empty slogan, but a winning approach.
So let’s explore the creations of four bartenders who invite us to discover new horizons of Prosecco DOC sparkling drinks.
Eldis Sertani presents “Good Time Charlie”:
Gian Maria Ciardulli presents “Bellino”:
Alessandro Pazzola presents “The Italian Job”:
Giacomo Tognoni presents “Italia da bere”:
di Francesco Bruno Fadda
The harmony of masks and bubbles in a playful journey between the symbolism of Carnival and the character of Prosecco DOC
The Venice Carnival is a mosaic of tradition, mystery, and festivity, an event that transforms the Serenissima into a living stage where every participant becomes a protagonist. Amidst the alleys and canals, Venetian masks evoke ancient stories, personalities, and beliefs intertwined with the historical and cultural fabric of the city. Much like Prosecco DOC, made from Glera grapes straddling Veneto and Friuli, it celebrates its region of origin, uniting diverse people and places in a shared experience of joy and connection.
The Venetian Carnival and Prosecco DOC: a symbolic bond
The Venice Carnival, with its masks and traditions, is a celebration that breaks down social barriers, a moment when anyone can become who they want to be. This spirit of inclusivity and festivity is reflected in Prosecco DOC, a wine that brings people together in moments of shared joy and embodies a culture that celebrates luxury in its most accessible form: the luxury of lightness, conviviality, and the gesture of raising glasses to savour the moment.
Venetian Masks: the charm of tradition
The masks, main characters of the Venetian Carnival, are also symbols, allegories of various aspects of human life that intertwine beautifully with some of Prosecco DOC’s features, a symbol of Italian dynamism and creativity. Don’t believe it? Let’s explore a few together.
The Bauta. One of the most iconic masks of the Venice Carnival, the Bauta symbolises anonymity and freedom. With its rigid, angular shape, it completely covers the face, allowing the wearer to move freely and express their hidden identity. The Bauta embodies the principle of social levelling, where nobles and commoners could mingle without distinctions, much like Prosecco DOC, which offers a refined experience accessible to everyone.
The Moretta. This small oval mask, primarily worn by women, was considered an accessory of elegance and mystery. The Moretta, with its enigmatic charm, lacked ribbons or straps and was held on the face by biting a button. This mask represents silent seduction and refinement, characteristics reflected in Prosecco DOC, a wine that conquers the palate with its delicacy and complexity.
The Plague Doctor. Originally created for protection during epidemics, the Plague Doctor mask, with its long beak, has become a simultaneously unsettling and captivating symbol. It represents fear and hope, two sides of the same coin, and in the context of Carnival, it transforms into a reminder of irony and lightness in facing life’s challenges. Similarly, Prosecco DOC, with its lively and light bubbles, reminds us of the importance of celebrating life even in less favourable moments.
The Gnaga. A traditional Venetian mask associated with satire and disguise. It represents a caricatured female figure, often linked to rural and popular life, but worn by men who wanted to play with gender roles. The Gnaga carries a sense of irony and burlesque, expressing irreverent comedy. This mask can be associated with Prosecco DOC for its ability to convey lightness: sip by sip, it celebrates the jest and merriment of the moment.
A Toast to Life
In every glass of Prosecco DOC, one finds the essence of the Venice Carnival, where fun, conviviality, and the spirit of celebration colour the alleys and squares. The Venetian masks remind us that life is a play of roles and improvisation, a theatre where everyone is equal and free to express their deepest essence without inhibition: in vino veritas. Prosecco DOC, with its lively and refined taste, is the perfect companion for a dance between fantasy and reality. This spontaneous and profound connection is the inspiration behind a new cinematic project, “Dionysus – The birth of new sparkling Venetian mask”, curated by image director and philosopher Anam Cara, where the mask “Prosecco DOC” will take centre stage as the leading character. This mask, inspired by Dionysus, the god of wine, is adorned with Glera leaves, clearly evoking a neoclassical style.
A toast to the Carnival, a toast to life.
Trailer:
Complete Movie:
Prosecco DOC continues to attract the interest of foreign monopolies, with recent significant developments in Sweden and Quebec.
SWEDEN
Meeting with Systembolaget
On 20 September 2024, a meeting with three representatives of the Swedish monopoly Systembolaget AB, together with sustainability experts from the UK, was held at the headquarters of the Consorzio di tutela della DOC Prosecco. Among the participants were:
Marcus Dahlin – Purchasing Manager for Italian wines, Systembolaget
Linda Johansson – Sustainability expert, Systembolaget
Marie Hultin – Manager of the sparkling and red wine category, Systembolaget
Simon Mason – Head of wine sustainability, The Wine Society UK
Peter Stanbury – Research Manager, Sustainable Wine Roundtable UK
After a general presentation on the Prosecco DOC with an overview of exports to the Scandinavian country, the focus was on the numerous projects implemented by the Consortium in the field of sustainability, a key aspect for the Swedish monopoly. On the environmental level, one of the various projects was the development and certification of organisation and product carbon and water footprint calculators. As far as social commitment is concerned, one of the most appreciated projects was the one concerning social inclusion: proposed in collaboration with Veneto Lavoro and Caritas, it will consist of putting wine companies in contact with unemployed people in the denomination’s territory.
CANADA
SAQ Monopoly: promotion initiatives for Prosecco DOC
Over the past 12 months, sales of Prosecco DOC in Québec have performed well thanks to intense promotional activities – such as the Prosecco DOC Month in Alberta – conducted by the Consortium in collaboration with the Italian Chamber of Commerce in Canada. New promotional activities dedicated to Prosecco DOC on the SAQ are therefore planned.
First of all, the opening of a new listing in October 2024 to increase the Prosecco DOC references available in the Quebec market, with particular interest in organic labels.
The focus on Veneto-Friuli bubbles continues in the Canadian autumn with the ‘Gres-à-Gres Promotion’, i.e. the organisation of in-store tastings in 20 shops selected by the SAQ Monopoly around the Montréal area. Real corners will be set up, manned by expert staff to help customers discover the identity of authentic Prosecco DOC in all its nuances.
The promotion campaign finally culminates with the organisation of the ‘Prosecco DOC Salon’: an event organised by the monopoly, in collaboration with CCIC, exclusively dedicated to Prosecco DOC bubbles. The event is scheduled to take place between February and March 2025, and will be attended by an audience highly selected by SAQ, who in addition to tasting listed and unlisted labels, will have the opportunity to purchase bottles of Prosecco DOC directly during the event.
Prosecco DOC concludes the summer in the Far East with ‘Prosecco Month’ in Vietnam and some interesting initiatives in Taiwan.
‘PROSECCO MONTH’ in VIETNAM
After the success of Prosecco Month in Alberta and Japan, it is Vietnam’s turn. From 15 August to 5 September 2024, Prosecco DOC landed in Ho Chi Minh, the country’s most populous city, to promote the famous Italian bubbly in the city’s restaurants and wine bars, taking advantage of the combination of two significant cultural events, the Italian Ferragosto (15th August to 5th September) and Vietnam’s National Day (2/09), to boost sales of Prosecco DOC.
Participating restaurants offered menus paired with Prosecco DOC, curated by trained sommeliers in cooperation with the Sai Gon Sommelier Association. The restaurants, assisted by sommeliers, promoted the sale of Prosecco DOC by the glass and in bottles to customers. The participating companies are Abbazia di San Gaudenzio, Bottega, Cantine Riunite & Civ., La Cantina Pizzolato, Mionetto, Montelvini, Pitars, Ruffino, San Simone and Villa Sandi.
BUBBLES IN TAIWAN
From 21 August to 3 September in 66 Carrefour Taiwan shops, a shelf promotion dedicated to Prosecco DOC kicked off. To boost the campaign, there were also in-store tastings in nine Carrefour Flagship Stores, conducted by qualified and adequately trained staff.
The companies taking part in this project are Brilla!, Santa Margherita, Tenuta Sant’Anna, Val D’Oca and Wild Nature Wines.
There was also no lack of training activities, such as the masterclass dedicated to Prosecco DOC for the students of the Taiwan Wine Academy in Taipei, home of the most important Sommelier school in Taiwan, held on 7 September. Finally, Prosecco DOC was the protagonist on 11 September of the event ‘Sparkling Symphony: A multisensory voyage through Prosecco DOC’s finest notes’. During the dinner organised at the refined Marco Polo Lounge restaurant in Taipei, the Prosecco DOC references were paired with live music, selected to enhance the organoleptic characteristics of the wines, in order to impress a strong emotional impact on the participants’ memories.
The wineries participating in these activities are: Anna Spinato Winery; Brilla!; Cantine Maschio; La Marca; Masottina; Pitars; Torresella; V8+; Val D’Oca.
Three event evenings, visits, tastings and multimedia talk shows with leading Italian authors
From the fruitful collaboration between two cultural realities of the territory, Contrappunti in Cantina, a cycle of events realized by CartaCarbone Festival and Prosecco DOC Consortium, is back again this year. CartaCarbone is the festival dedicated to the autobiographical genre; moreover, its main purpose is the dissemination and promotion of culture understood as the fruit of the social and economic welfare of the territory through free events with a strong cultural impact.
From the common intent of nourishing body and soul with products of excellence came the idea of Contrappunti in Cantina, three events whose protagonists are Prosecco Doc and the most interesting authors on the national scene. Egged on by exceptional co-rapporteurs, the writers on stage will give life to unpublished conversations between personal anecdotes, stories and exchanges with the audience. The evenings will include a visit to the winery accompanied by wine tasting and toasts, followed by a multimedia show with the authors, with attendees having the opportunity to meet the guests at the end of the evening for book signings.
Here are the events in detail:
Friday, September 13, 2024 – Paladin House
Opening the series on Friday, September 13, the magnificent estates of Casa Paladin in Annone Veneto (VE) with authors Matteo Bussola, Alessandro Rivali and Paola Tonussi, presented by Federica Augusta Rossi.
Matteo Bussola is an illustrator and cartoonist and one of Italy’s foremost writers; in his most recent book La neve in fondo al mare (Einaudi) he recounts a knot of our time: adolescent fragility. He writes a touching story, full of grace, about the betrayal involved in becoming oneself. And she shows us, with honesty and delicacy, what it feels like to be faced with the pain of a child, but also the light of parenthood, which even in the darkness continues to shine. For it is difficult to welcome the truth of those we love, especially if we have given birth to them. Love, as well, always brings with it a rebirth.
Alessandro Rivali with Il mio nome nel vento (Mondadori) weaves his family’s exceptional story between historical reality, literary invention and episodes handed down from generation to generation. A collage of impressions, portraits, and anecdotes that dot not only the family environment, in a volume of autofiction, but the scenario of the first decades of the twentieth century, between the civil war in Spain and the world war on the return to Italy. An intimate epic, seen through the eyes of a child, that recounts the universal experience of the exile.
Paola Tonussi will present the life of Rupert Brooke (Rupert Brooke. The Splendor of Shadows, Ares Editions), a name, a legend, this poet. Brilliant student and sportsman at Rugby, the scholar who concurred in the rediscovery of Donne and Webster. The dreamer who composed verse in the garden, barefoot on the grass, vegetarian ante litteram. This and much more is Brooke, who also, in the collective imagination, returns as the father of the war poets, marked by a dramatic end, the author of those “war sonnets” that captured the feeling of an unfortunate and cruelly deluded generation, the one almost totally overwhelmed by World War I.
Casa Paladin, at its headquarters in Annone Veneto, is home to five estates of the Veneto winery of the same name; a winery with windows wide open to various regions of our country: from Friuli to Veneto, from Lombardy to Tuscany.
Thursday, September 19, 2024 – Ville D’Arfanta (Serena Wines 1881)
Thursday, September 19, will also be the turn of Mario Tozzi, preceded by Rossella Pretto and Anna Lina Molteni, all interviewed by Valentina Berengo. Hosting the event will be Serena Wines 1881 in the beautiful setting of Tenuta Ville d’Arfanta in Tarzo (TV).
Mario Tozzi needs little introduction; he is one of Italy’s greatest science popularizers, known for developing projects on the communication of strong and often dramatic environmental issues, such as energy conservation, waste recycling, water conservation and the ecological situation of the planet. A RAI popularizer and anchor since 1996, he is an essayist and columnist for La Stampa.
Before Mario Tozzi we will also see engaged on stage the two writers Rossella Pretto with Karen Blixen. Courage, Love, Irony (Ares Editions) and Anna Lina Molteni with The Green Mirror. The books and mountains of Giovanna Zangrandi (Monte Rosa editions). Rossella Pretto questions, in this passionate “portrait” (an exquisitely literary rereading), the deepest inspiration of the great author of My Africa and Babette’s Luncheon, while Anna Lina Molteni will illustrate to the audience a journey through the words and places of the complex as well as extraordinary figure of the writer Giovanna Zangrandi. Partisan, ante litteram feminist, libertarian cantor of the Cadore mountains-and not only-the author of I Brusaz is an absolute-and too often neglected-reference for those who do not want to forget a heritage of stories and legends as precious to local as to national history.
Providing the backdrop for the evening, a complex of extraordinary impact, the evocative spaces of Serena Wines 1881’s Tenuta Ville D’Arfanta, among sloping vineyards and woods; Ville d’Arfanta becomes the stage for unique tastings and stays in the heart of the Veneto hills and will, once again, be the setting for Contrappunti in Cantina.
Monday, September 30, 2024 – Tenuta Polvaro
For the third appointment on Monday, September 30, Counterpoints in the Cellar will stop by Tenuta Polvaro in Annone Veneto (VE), with authors Domenico Iannacone, Serena Perozzo and Giancarlo Acerbi presented by Federica Augusta Rossi.
Domenico Iannacone is one of the best-known national investigative journalists; he has been a top correspondent for Ballarò and Presa diretta (Rai3), has hosted, for seven editions, the program I dieci comandamenti (The Ten Commandments), and since 2019 he has been on air with Che ci faccio qui, one of Rai3’s most popular in-depth programs. He has received many international awards and honors. His way of storytelling draws inspiration from the best Italian documentary tradition and is halfway between neorealist cinema and journalistic reporting of reality.
The evening continues with Serena Perozzo with Echoes beyond the Walls and Giancarlo Acerbi with The Flowered Dress; both present their works published by Piazza Editore.
The event will be hosted by Tenuta Polvaro, a splendid village of 17th-century origin in the Lison Pramaggiore area, an area of Eastern Veneto renowned since ancient times for its wine production.
Locations:
Cantina/Tenuta Polvaro – Via Polvaro, 35, 30020 Annone Veneto (VE)
Ville D’Arfanta Estate (Serena Wines 1881) – Località Parè, 27/28, 31020 Tarzo (TV)
Casa Paladin Winery – Via Postumia, 12, 30020 Annone Veneto (VE)
September is an unmissable month in Venice thanks to two of the most anticipated events of the year: the Historical Regatta and the International Film Festival. Prosecco DOC is always present on these occasions, to make them even more special with its freshness and elegance.
September 1, 2024 – Historical Regatta
The Regata Storica, held along the Grand Canal on the first Sunday of September, is the most important Venetian-style rowing sporting event. The special feature of the event is the historical re-enactment. In fact, the initial water parade and competitions take place on the colorful traditional boats. As usual, Prosecco DOC was the protagonist of the toast in the courtyard of Ca’ Foscari, where guests had the opportunity to taste the bubbles during one of the most evocative moments of Venetian tradition.
August 28 – September 6, 2024 – 81st International Film Festival
The Venice Film Festival, organized by the Venice Biennale, is the oldest film event in the world: the first edition dates back to 1932. Since 2016 Prosecco DOC has accompanied all the moments organized by the Veneto Region inside the Excelsior Hotel on the Venice Lido.
“Once again this year, 360 bottles of Prosecco DOC will be uncorked in the regional space,” said the president of the Veneto Region, Luca Zaia. ”In all, that’s 2,500 goblets with which stars, industry insiders, and film delegations will toast before parading down the red carpet, projecting a product of excellence from our territories to the world.”
September in Venice would not be the same without Prosecco DOC, the city’s official bubbly, which continues to celebrate and enhance the excellence of the Veneto region in prestigious and traditional settings.
Prosecco DOC is back in South Korea with a new format, an exclusive pop-up store opening from July 5 to 11, 2024 at The Hyundai Seoul, the capital’s largest shopping mall.
Located in the heart of Yeoido Financial District, the Hyundai Seoul,opened in 2021, has already welcomed more than 100 million visitors, becoming a trendy place especially for millennials and Gen. Z, thanks to innovative stores and “Retail Therapy.” This concept allocates more than half of the area for recreation and rest space instead of retail stores, proposing the “usual” mall not only as a shopping place but also as an oasis for relaxation and entertainment.
Prosecco DOC pop-up store
Il pop-up store Prosecco DOC, situato proprio al centro della food-court, ha attirato in totale oltre 2.500 visitatori, che hanno avuto l’occasione di vivere un’esperienza visiva e sensoriale di alto livello. Lo store, suddiviso tra una zona destinata alla vendita e una dedicata alla degustazione del Prosecco DOC, era presidiato da personale esperto, appositamente formato e gestito dalla Camera di Commercio Italiana in Corea. Il giorno dell’inaugurazione sono stati inoltre invitati 16 influencer, con un seguito complessivo di oltre 1 milione di follower, che hanno promosso Prosecco DOC, come icona del saper vivere italiano.
10 wineries present: Carpenè Malvolti, La Gioiosa, Le Monde, Masottina, Paladin, Serena Wines 1881, Val d’Oca, Villa Sandi and Viticoltori Ponte.
A unique experience
Customers enjoyed a unique experience at the pop-up store in Seoul, an opportunity to share the tradition, craftsmanship and culture of Prosecco DOC with the world. These days celebrated Italian excellence across the board, offering visitors the chance to discover and taste the best of Prosecco DOC in an exclusive and refined environment.
