Ten years of toasts, growth, and the spread of Prosecco DOC culture in Japan. “Prosecco Month” celebrates its tenth anniversary with record numbers: 276 participating restaurants, wine bars, and wine shops, and 12,303 bottles uncorked.
From 58 venues to a nationwide network
The initiative began in 2017, with 58 participating venues and a total of 2,722 bottles opened, to highlight the perfect pairing of Prosecco DOC’s freshness with the Japanese summer: a strategic opportunity to promote its consumption and raise awareness, helping to consolidate the appellation’s presence in a market increasingly receptive to Italian winemaking excellence.
Fresh, versatile, and particularly popular during the summer, Prosecco DOC has established itself over the years as the ideal companion for a wide range of occasions: from aperitifs to food pairings with fish and meat dishes, right through to more informal social gatherings. It is precisely on these values of accessibility, quality, and conviviality that Prosecco Month has built its success.
The Record for Prosecco Month 2026
The 2026 edition marked the pinnacle of this growth trajectory, achieving unprecedented results and reaffirming the strong bond between Veneto-Friuli sparkling wines and the Japanese public.
Held from August 1 to 31, the event involved a record number of 276 establishments—including restaurants, wine bars, wine shops, and retail outlets—spread across the entire country, from Hokkaido to Kyushu. This figure represents the best result ever achieved in the project’s ten-year history.
A total of 47 Prosecco DOC labels from 25 producers took center stage in the campaign, allowing participating establishments to create customized offerings based on their culinary menus and target audiences.
During the month of August, 12,303 bottles of Prosecco DOC were uncorked, an increase of 3,886 bottles compared to 2025, representing a 46.2% growth. The number of participating establishments also rose, from 265 to 276.
Compared to the first edition in 2017, the number of participating venues has grown nearly fivefold, while the number of bottles sold has more than quadrupled.
This result confirms that Prosecco DOC continues to strengthen its presence in the Japanese market, reaching a growing number of consumers each year and solidifying its image as a contemporary expression of the Italian lifestyle.
The Success Story of Osteria Cantabile da Ciaoro and the Other Participating Establishments in the Campaign
Among the standout participants in the 2026 edition is Osteria Cantabile da Ciaoro, an Italian restaurant in the city of Sendai, Miyagi Prefecture.
In its fifth consecutive year participating in Prosecco Month, the restaurant sold 1,053 bottles, taking first place overall among all participants.
This result demonstrates how consistency, passion, and the ability to effectively communicate the product’s story to consumers can help build a strong, lasting connection between Prosecco DOC and the local public over time.
Alongside Osteria Cantabile da Ciaoro, there are also numerous establishments that, year after year, serve as true cornerstones for the promotion of Prosecco DOC in Japan.
Among these are Il Bacaro and Osteria da Ada in Tokyo, and Venezia Shokudo in Shizuoka and Kyoto—all consistent top performers in the Prosecco Month rankings—as well as the Martinotti Prosecco Bar & Caffè, led by Prosecco DOC Brand Ambassador Hiro Nagashima, who has been dedicated for years to spreading Prosecco culture through events, tastings, and mixology workshops organized throughout the country.
Also included is La Bettola da Ochiai, the renowned restaurant of Chef Tsutomu Ochiai—one of the most influential ambassadors of Italian cuisine in Japan—who is also a promoter of Venetian-Friulian sparkling wines, which take center stage in his roadshows that tour numerous Japanese cities.
There is also no shortage of retailers, with Enoteca Cavalletta in Kyoto and Wassy’s Wine Store in Osaka among the most active. These businesses help bring Prosecco DOC into the homes of Japanese consumers, expanding its visibility and opportunities for consumption far beyond the restaurant setting.
A Contest That Rewards Creativity and Quality in Promotion
A distinctive feature of Prosecco Month is the contest for participating establishments, which rewards not only sales results but also the quality of communication efforts, the originality of displays dedicated to Prosecco DOC, and the effectiveness of promotional initiatives carried out during the campaign. Each year, the most deserving establishments are rewarded with an educational tour of Italy to explore the Denomination’s territory, as well as exclusive events such as the VIP Experience at the Japanese round of the MotoGP.
For the 2026 edition, the three winners of the educational trip to Italy are:
- Osteria Cantabile da Ciaoro, Miyagi
- Osteria da Ada, Tokyo
- Tuscany, a store specializing in Italian wines, Tokyo
Three additional establishments received a Special Award for their participation and commitment during the campaign:
- Ange Vineyard Wine & Bar, Tokyo
- Trattoria del Sole, Miyagi
- Osteria Coccinella, Kyoto
To mark the tenth anniversary, the new “Prosecco DOC Ambassador” Award was also established to recognize the contribution of those establishments that, having already been awarded the educational trip to Italy in the past, continue to stand out for their excellent sales results and their ongoing commitment to promoting the appellation.
This new category also allows other deserving establishments the opportunity to participate in the educational trip to Italy.
The three winners of the 2026 Prosecco DOC Ambassador Award are:
- Martinotti Prosecco Bar & Caffè, Tokyo
- Il Bacaro, Tokyo
- ENJI JAPAN, Hyogo
Looking to the Future
Ten years after its inception, Prosecco Month has established itself as one of the most important platforms for the international promotion of the appellation in Japan.
This journey continues to evolve thanks to an increasingly diverse program of activities, capable of taking Prosecco DOC far beyond the world of dining.
Among these are high-profile initiatives such as the Prosecco DOC Garden, hosted at iconic locations like Shibuya Castle and Tokyo Skytree in the Japanese capital, and beneath the famous Glico Man in Dotonbori, in the heart of Osaka, during Expo 2025.
These are complemented by cultural projects with an international scope, such as the collaboration with the Pocko Japan art gallery, which help create new opportunities for the Japanese public to discover the sparkling wines of Veneto and Friuli.
This ongoing commitment strengthens the reputation of Prosecco DOC and cements its role as a key element of the Italian lifestyle in Japan.
