The Bar Journal

Prosecco, once a humble regional table wine from Italy, has evolved into a global lifestyle beverage, celebrated for its light, refreshing taste and remarkable versatility. As we approach National Prosecco Day, it’s important to understand the origins of this sparkling wine, particularly the significance of its DOC and DOCG classifications, and the unique characteristics of the Prosecco region.

The Prosecco Boom: Record-Breaking Production

The year 2024 has seen Prosecco reaching new heights. In July alone, the Consorzio di Tutela Prosecco DOC reported a near-record bottling of 513,569 hectolitres, marking a 12.6% increase year-on-year. This surge in production is not an isolated event; it reflects a broader trend of growing global demand. The first seven months of 2024 saw a total of 2.83 million hectolitres bottled, a 5.2% rise over the previous year, showcasing the increasing appetite for this sparkling wine worldwide​ (Drinks Intel).

Export Success: Dominating the Global Market

Prosecco is produced in the northeastern regions of Italy, specifically in Veneto and Friuli-Venezia Giulia. The region’s terroir—comprising its climate, soil, and topography—plays a crucial role in defining the wine’s unique characteristics. The heart of Prosecco production is split into two main quality classifications: DOC (Denominazione di Origine Controllata) and DOCG (Denominazione di Origine Controllata e Garantita).

• Prosecco DOC: This classification encompasses a broader area across nine provinces in Veneto and Friuli-Venezia Giulia. The DOC designation guarantees that the Prosecco is produced according to strict quality standards, but it covers a wider range of terroirs, which can result in variations in taste and quality. Wines labeled under the Prosecco DOC are generally more accessible and are the most widely exported.
• Prosecco DOCG: At the higher end of the quality spectrum is the DOCG classification, which includes the Conegliano Valdobbiadene Prosecco Superiore DOCG and Asolo Prosecco Superiore DOCG. These wines must be produced in a much smaller and more specific geographic area, with even stricter quality controls. The Conegliano Valdobbiadene area is particularly renowned, often considered the birthplace of Prosecco, and includes the prestigious Cartizze sub-region, known for producing some of the finest Prosecco in the world. DOCG wines are typically more refined and command higher prices, reflecting their superior quality.

Prosecco’s success is not confined to Italy. Approximately 81% of Prosecco production is destined for international markets, with the UK and the US leading the charge. In 2023, the UK imported around 131 million bottles, while the US followed closely with 121 million bottles. Germany, France, and Belgium also represent significant markets, importing 48 million, 24 million, and 22 million bottles respectively​ (Wine-Searcher).

This export dominance is supported by Prosecco’s ability to appeal to a broad audience. Its affordability compared to Champagne, coupled with its adaptability in cocktails like the Bellini or Aperol Spritz, has solidified its place in the hearts (and glasses) of consumers worldwide.

While the standard DOC Prosecco continues to thrive, the upscale market, including DOCG regions like Conegliano Valdobbiadene, faces a more complex landscape. The introduction of Prosecco Rosé in 2020 added a new dimension to the market, sparking debates within the industry. Some producers view this as a dilution of the Prosecco brand, while others see it as a necessary evolution to meet modern consumer tastes.

Despite these challenges, premium Prosecco varieties are carving out their niche. The focus on single-vineyard Proseccos and those made using traditional methods rather than the more common Charmat method are attracting attention from discerning wine lovers who seek quality over quantity​ (Wine-Searcher).

The Future of Prosecco: A Balanced Growth

As we look ahead, the future of Prosecco is both promising and complex. The global demand for this beloved Italian sparkling wine continues to rise, with strong growth projected in both established and emerging markets. This enduring popularity, however, presents a challenge: how to balance soaring demand while preserving the quality and authenticity that have made Prosecco a worldwide favourite.

Prosecco is evolving, not just as a standalone drink but increasingly as a versatile ingredient in a wide range of cocktails. The trend towards mixing Prosecco into creative cocktail recipes, such as the ITALICUS Spritz or innovative Prosecco-based concoctions, is driving its popularity to new heights. This shift offers both opportunities and challenges for producers and marketers, who must carefully manage this expansion to ensure Prosecco maintains its unique identity.

As the industry grows, there is a clear focus on entering upscale markets, introducing new product variations like Prosecco Rosé, and emphasising sustainability practices. These factors will be crucial in shaping Prosecco’s global journey, ensuring it remains not only a symbol of Italian tradition but also a dynamic player in the modern world of wine and spirits.

Prosecco’s story is one of remarkable adaptability and innovation. From a regional favourite to a global icon, it reflects the dynamic interplay of tradition and modernity, a balance that will continue to define its sparkling future.

Here are some nice recipes based on Prosecco DOC for you to try:

Italiano DOC

A twist on the French 75 Cocktail

Ingredients:

20ml ITALICUS Rosolio di Bergamotto
20ml Seven Hills Gin
10ml Rhubarb & Timur Pepper Cordial
10ml Lemon Juice
Top up with Prosecco DOC Dry

Method:

Shake and strain without ice. Top up with Prosecco DOC Dry. Serve in a tulip glass. Garnish with dry rhubarb

MargarITA

A twist on the Margarita Cocktail

Ingredients:

20ml Tequila Blanco
30ml SAVOIA Orancio
30ml Jasmine Agave
Lime Juice
Top up with Prosecco DOC Rosé

Method:

Shake and strain without ice. Serve in a coup with three white grapes on a stick

ItaloAmericano DOC

A twist on the Americano Cocktail

Ingredients:

30ml Seven Hills Gin
30ml fig infused Sweet Vermouth
Top up with Prosecco DOC Rosé

Method:

Build up and serve in a highball with ice cubes. Garnish with dry fig on balsamic vinegar glazed and Grana Padano

Happy National Prosecco Day and… Saute!

Italspirits Team