Venice and Prosecco DOC: A Bond That Speaks to the World

Venice and Prosecco DOC share a bond that goes beyond their geographical proximity. It is a relationship rooted in the region, culture, conviviality, and a shared ability to speak to the world through a highly recognizable identity.

Venice has always been a city of encounters and cultural exchange; its history was born of the water and developed through trade: merchants, travelers, cultures, and ideas have crossed the lagoon, transforming it into one of the most important international crossroads. Prosecco DOC, an expression of a region spanning Veneto and Friuli Venezia Giulia, shares this spirit of connection. It is a contemporary and international sparkling wine, yet deeply rooted in the culture and conviviality of northeastern Italy.

[INSERT VIDEO] – A celebration of the special connection between Prosecco DOC and Venice, bringing together the city’s iconic settings, events, traditions, and moments of conviviality.

Since 2016, Prosecco DOC has been the Official Sparkling Wine of the city of Venice, through a partnership that ensures its widespread presence in the city’s communications and daily life.

Among the most distinctive elements of this presence are the branding of three vaporetti for three months a year and the printing of over 1 million Prosecco DOC-branded public transportation ticket stubs. The campaign thus brings the brand directly into the daily experience of those visiting Venice: Prosecco DOC accompanies the journey through the lagoon and is associated with one of the city’s most recognizable symbols. The personalized tickets can also serve as a small souvenir of the Venetian experience, preserving the memory of the trip and the connection to the appellation over time.

The city’s relationship with Venice was particularly celebrated on the occasion of the 1,600th anniversary of Venice’s founding.

March 25, 2021—a date traditionally associated with the city’s founding in 421—marked the start of celebrations for the 1,600th anniversary of the Serenissima. For the occasion, Prosecco DOC was chosen as the official sparkling wine of the celebrations, becoming part of the narrative of an anniversary destined to draw international attention to the city.

The relationship between the Consortium and Venice has resulted in Prosecco DOC being featured at the year’s major events: Venice Boat Show to the Redentore Festival, from the Historical Regatta to the Venice Film Festival, all the way through the Christmas and New Year’s celebrations.

Every year, Venice welcomes visitors from all over the world and serves as an extraordinary gateway to Italy and “Made in Italy.” Its international appeal stems not only from the city’s history, art, and uniqueness, but also from the rich calendar of events and initiatives that bring it to life throughout the year.

The title of “Official Sparkling Wine of the City” allows the Consortium to engage directly with this audience, reaching tourists who—in addition to experiencing Venice and participating in its events—are also potential consumers of the appellation in their home countries. This is particularly significant given the international nature of Prosecco DOC: 82% of production is destined for foreign markets, and Venice thus serves as a natural meeting point between the production region and the markets where Prosecco DOC is increasingly well-known and appreciated.

The United States is the leading market for Prosecco DOC. The connection with the American public takes on even greater significance considering that, in 2024 alone, Venice recorded over 1 million arrivals and approximately 2.28 million tourist visits from the United States, accounting for 17.7% of all arrivals. Venice thus becomes a prime point of contact with an audience that already knows and appreciates Prosecco DOC and that, through the Venetian experience, can further strengthen its relationship with the appellation.

In Venice, visitors encounter Prosecco DOC not only in restaurants, wine bars, or traditional bacari, but also as an integral part of the city experience itself. It is central to the aperitif ritual, where Prosecco DOC is the star of the Venetian Spritz and pairs perfectly with cicchetti and traditional specialties, as well as at the events and social gatherings that bring the lagoon to life.

The city thus represents, for Prosecco DOC, a privileged meeting place with consumers and visitors from all over the world and an ideal stage for bringing the story of a region and a sparkling wine—both of which have become symbols of Italianness—from the lagoon to the world.