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.
