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.
