The Prosecco DOC Consortium is renewing and relaunching its strategy for the Japanese market in 2026—one of the most dynamic and promising markets for Italian sparkling wines. This commitment translates into a plan designed to strengthen brand recognition and accelerate market development, with an increasingly strong focus on B2C activities and direct engagement with end consumers.
The program, developed in close collaboration with the ICE Office at the Italian Embassy, demonstrates a strong institutional synergy in support of Made in Italy and the country’s agri-food excellence in the Land of the Rising Sun. Twenty-five Prosecco DOC wineries have chosen to participate in the Consortium’s promotional program in Japan, featuring a calendar of initiatives focused on immersive experiences, broad visibility, and direct engagement with the public.
New for 2026: The Prosecco DOC Garden at Tokyo Skytree
The highlight of the events will be the “Prosecco DOC Garden Tokyo Skytree,” an outdoor event conceived by the Consortium that, following the successes in Shibuya and Osaka-Dotonbori, is coming to one of Japan’s most iconic locations. From May 22 to 24, Solamachi Plaza will be transformed into a refined urban garden where visitors can enjoy Prosecco DOC in a casual yet sophisticated atmosphere, featuring tastings and interactive experiences. This format is designed to attract new consumers and strengthen the bond with the Japanese public.
“Prosecco Month” Reaches Its 10th Edition
One of the most anticipated events returns in August: “Prosecco Month,” celebrating its 10th edition with the participation of approximately 250 restaurants and wine shops across Japan. The focus will once again be on by-the-glass promotions, supported by dedicated materials and a trade competition designed to encourage participation from industry professionals.
Retail and Partnerships: A Consistent Presence at Key Moments
The Prosecco DOC Consortium’s presence in department stores continues thanks to established partnerships. Among these is the collaboration with Hankyu Department Store during the Umeda Italian Fair (May 20–25), featuring an exclusive “Prosecco DOC Bar.” With Daimaru Matsuzakaya, strategic activations are planned for the summer Sparkling Fair, fall-themed events, and the holiday season, ensuring continuity and visibility throughout the year.
Culture, sports, and taste: Prosecco DOC as an icon of conviviality
The Consortium is also strengthening its presence in prominent cultural, sporting, and food-and-wine contexts by collaborating with Japanese associations and institutions. From Italian Cuisine Day to events dedicated to panettone, all the way to the International Friendship Regatta among embassies, Prosecco DOC reaffirms itself as a symbol of sharing and Italian style.
Wine tourism and TV: the story of the region expands
Starting in 2023, the connection with tourism is also growing, thanks to wine tourism projects aimed at the Japanese public. Part of this effort is the television series “Bollicine d’Italia – a journey to discover the great Prosecco,” now also available for streaming, which helps spread the culture and territories of Prosecco DOC to an ever-wider audience.
In a market where the reputation of Prosecco DOC is still taking hold, the strategy remains clear: to build value through authentic experiences, strategic partnerships, and a narrative consistent with the brand’s positioning. Even in 2026, Japan thus remains a key stage for the future of Italian sparkling wine.
Promotion in Japan 2026: 25 participating wineries:
Abbazia, Alberto Nani, Anna Spinato, Astoria, Bosco del Merlo, Bottega, Col de Mar, Il Colle, La Gioiosa, La Marca, Le Colture, Le Contesse, Le Rughe, Luca Ricci, Masottina, Mionetto, Perlino, Pizzolato, Portaleone, Ruggeri, San Simone, Tenuta Santomè, Terre dei Buth, Torresella, Val d’Oca
Official Prosecco DOC Japan Website
https://proseccodoc.jp/
