Prosecco continues to grow its foothold in the United States, accounting for 31% of the value of all Italian wines sold, according to the latest UIV-Vinitaly Observatory report released ahead of Vinitaly.USA in Chicago (5-6 October).
Penetration spans all age groups, with 27% of US millennials consuming Prosecco. Beyond being enjoyed on its own, the Italian sparkling has become a staple in cocktails, spritzes and ready-to-drink formats.
Fifteen years after redefining its production pyramid – covering Conegliano Valdobbiadene Prosecco Superiore DOCG, Asolo DOCG and Prosecco DOC – the category has grown from almost nothing to more than US$500 million in sales. Over the past seven years, sales have risen 178%, four times faster than Italian wines overall.
“Prosecco has shown remarkable resilience, backed by a consistent promotion strategy and increasingly effective marketing investments,” said Adolfo Rebughini, general director of Veronafiere. “Its presence at Vinitaly.USA, alongside the Veneto regional collective and top producers from all three denominations, underscores this momentum.”
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