President Guidolin: “In a complex context, the supply chain has proven its unity. Sustainability and value remain our priorities.”
Treviso, January 9, 2026 – Prosecco DOC closes 2025 with 667 million bottles bottled (+1.1% compared to 2024), confirming its position as the best-selling Italian sparkling wine in the world. This figure is particularly significant in a context marked by geopolitical instability, inflation, customs duties, and pressure on consumption.
“In a year characterized by significant global economic instability, our Denomination has demonstrated resilience,” comments Giancarlo Guidolin, President of the Prosecco DOC Consortium. “This is the result of the concerted efforts of the entire supply chain: winegrowers, winemakers, and sparkling wine producers. It is only thanks to this synergy that we can face complex international scenarios with balance and foresight.”
Production figures:
Prosecco DOC: 606,891,509 bottles
Prosecco DOC Rosé: 60,360,239 bottles
Exports: mixed trends on international markets
Data relating to international markets for the period January-September 2025 show mixed trends. The United States remains the leading market (23.8% of exports) with growth of 8.0%, despite volatility linked to the introduction of tariffs. The United Kingdom (+1.1%) and France follow, with France achieving significant growth of +21.1% to take third place, ahead of Germany (+3.1%). Positive performances were also recorded in other markets, both established and emerging, such as Greece (+22.4%) and Mexico (+14.5%). Some markets, on the other hand, are experiencing a period of contraction, reflecting specific geopolitical and economic dynamics.
Protection: monitoring and combating irregularities
The protection of the Prosecco DOC has always been a strategic priority for the Consortium. To combat the trivialization and exploitation of the brand, in 2025 the Consortium intensified its global surveillance with concrete results:
- 192 internal checks, including investigations, sampling, and online verification
- 4,961 listings monitored on global marketplaces, with 438 irregular offers removed
- 57 enforcement actions on 115 detected imitation brands
- 115 warnings for improper use of the name “Prosecco” in non-wine sectors (cosmetics, candles, mobile bars)
- 67 reports to the ICQRF for violations in the European Union
The strengthening of international protection in over 100 countries also involves the adoption of the new state mark with QR code, a cutting-edge tool that ensures traceability, authenticity, and transparency to safeguard the reputation of the DOC.
Towards Sustainable Community certification
The Consortium is pursuing an innovative path towards Sustainable Community certification according to the ISO 37101 standard. The goal is to integrate the environmental, social, and economic efforts of the supply chain into a unified and measurable system, enhancing the value of the territory without burdening companies with new bureaucratic obligations. The project is based on constant investment in scientific research, biodiversity, and innovation in viticultural practices, ensuring transparency in communication and protection against greenwashing.
Milan Cortina 2026 and global promotion
In 2025, the Prosecco DOC Promotion Plan reached 39 countries with 382 events, generating 2.1 billion impressions, data that confirms the strength and reach of the program. The initiatives focused on consolidating the main markets, enriched by innovative activities that broadened their prospects:
- National Prosecco Week USA – 1,955 points of sale involved and over 258 million impressions
“This is Prosecco” anti-counterfeiting campaign in the UK - Expo Osaka 2025 – Official Sparkling Wine Partner of the Holy See Pavilion, contributing to the exhibition of Caravaggio’s “The Deposition of Christ” and Osaka Prosecco DOC Street, a pop-up store installed under the iconic Glico Man in Dotonbori
- Prosecco DOC Tram & Jam Sparkling Fest, a traveling party through the streets of Hong Kong, aboard a historic tram converted into the “Prosecco Express”
- Collaboration in Korea with actress Kim Yoor Young, famous face of the Squid Game series
- New markets of intervention – Brazil, India, Kazakhstan
In Italy, the partnership with Amerigo Vespucci on its arrival in Venice and the “Murales – Road to the Games” project stand out, an itinerary of 7 murals to celebrate Milan during its most significant events. From the opening night at La Scala in Milan to Fashion Week, Art Week, the Milan Summer Festival, and Christmas celebrations. The project will reach its peak during the Olympics, with the opening of an exclusive lounge in San Babila, designed to welcome athletes, fans, and curious visitors, and to host a collective exhibition featuring the works of the artists involved.
In fact, 2026 will see the Denomination take center stage as the Official Sparkling Wine Sponsor of Milano Cortina 2026, an extraordinary global showcase that will involve millions of enthusiasts and highlight the link between Italian wine excellence, territory, and lifestyle. 136 million impressions have already been generated in relation to this strategic partnership.
2026 objectives: value, balance, and sustainability
“There is no shortage of challenges for 2026,” explains President Guidolin. “First and foremost, we aim to consolidate the value of Prosecco DOC and ensure fair profitability for the entire supply chain, in a scenario that will require attention and adaptability. Sustainability is not only an ethical choice, but an essential tool for ensuring the future of the appellation and our international competitiveness. Only with a shared and certified approach can we enhance the work of everyone and strengthen the reputation of Prosecco DOC around the world.
The development of the Low Alcohol line (8-9 degrees) also continues, designed to respond to new consumption styles and meet a growing demand for lighter products, without compromising the quality and identity of the Denomination. An evolution,“ concludes Guidolin,” that goes hand in hand with our constant call for responsible and conscious consumption.”
