New York, May 18th, 2023 – The Prosecco DOC Consortium, the entity that oversees the production of the world’s most popular sparkling wine, is pleased to announce that ‘National Prosecco Week’ – the trade, media and consumer campaign developed in partnership with Colangelo & Partners – will return for its sixth consecutive year during the week of July 17-23, 2023.
The upcoming edition will once again include robust retail and restaurant partnerships, media and consumer campaigns with an important focus on consumer events, targeted media relations and marketing, strategic media partnerships and dynamic social media and influencer activations. Through this comprehensive week of events, the Consortium aims to educate media, trade and consumers on how to identify authentic Prosecco DOC, increase awareness and build excitement in the United States market, showcasing the versatility and pairability of both Prosecco DOC and Prosecco DOC Rosé, further elaborating on the new and growing Rosé category.
During last year’s edition of National Prosecco Week, over 1,000 ecommerce and brick-and-mortar stores across 30 states participated with dedicated displays, promotions and in-store tastings, with thousands of consumers involved in the initiative. Consumers were driven to participating restaurants and stores through a variety of promotional activities, including media relations, influencers, social media marketing, and advertising including a billboard in Times Square in New York. 2022 was also the year of the return of in-person events with over 180 consumers attending 2 events organized in partnership with Cru Luv in New York and Chicago.
As U.S. consumers continue to express interest in Prosecco DOC for its pleasing palate and approachable price point, the Prosecco DOC Consortium is committed to increase their presence in the market via educational and promotional events such as National Prosecco Week.
“After the tremendous success of the previous editions, we are thrilled to return to the United States for the sixth time since its inception,” said Stefano Zanette, President of the Prosecco DOC Consortium. “National Prosecco Week is an incredible opportunity to present our wines, our territory and our culture to the most influential wine personalities and Prosecco DOC lovers in the United States, our highest-volume market with more than 134 million bottles imported in 2022. The Prosecco DOC Denomination was in fact particularly preeminent in the US market in 2022 as exports increased by 6.3% over the previous year and today the country absorbs 24.3% of the total production of Prosecco DOC.” The President continues, “Our goal is to continue to strengthen the Denomination’s success by monitoring consumer trends, paying close attention to the territory, and actively involving the entire production system, always keeping the focus on sustainability.”
Continuing the efforts from last year, consumers will be able to search for and purchase Prosecco DOC from local and national retailers on the National Prosecco Week online store, in addition to having the ability to locate participating stores in a selected area through an interactive map on the National Prosecco Week website, starting June 1st.
National Prosecco Week is also partnering with national ecommerce Wine.com and retail chain Eataly USA to drive consumer awareness and generate educational opportunities.
This year, consumer events will have a main focus in the overarching campaign. The Consortium will host an exclusive happy hour on July 18th at TAO’s Dream Downtown, which will begin with two educational seminars for influencers and media, followed by a reception, featuring a celebration of The Italian Genio. Participants will have the chance to take a culinary journey to Italy, enjoying Prosecco DOC on its own and in a selection of cocktails, paired with Italian food.
The series of consumer activations will also include three events organized in partnership with Jermaine Stone’s creative brand agency Cru Luv Selections in Los Angeles, Chicago and New York scheduled respectively for July 17th, 19th and 21st. Following the success of the last year, The Original Wine & Hip Hop founder will blend the best elements of street culture and wine, bringing together bubbles, great music and fun facts on Prosecco DOC.
Prosecco DOC welcomes retailers and restaurants to participate in this nationwide celebration by hosting in-house or digital promotions, educational seminars, tastings, package inserts and discounts. The following renowned Prosecco DOC producers are participating in this year’s campaign: Abbazia di San Gaudenzio, Albino Armani, Bottega, Botter, Cà Furlan, Cantine Riondo, Fantinel, La Gioiosa, La Marca, Mionetto, Paladin, Pitars, Ruggeri, Torresella, V8+, Val d’Oca, Valdo, Villa Sandi, Zardetto, and Zonin.
Participating retailers and restaurants receive dynamic and educational POS materials to inspire consumer interest in the promotion. Additional benefits for participating partners include advertising support with National Prosecco Week’s digital and social media marketing, and press support. All partners will be featured on the National Prosecco Week website (www.nationalproseccoweek.com)
For more information on National Prosecco Week and how to participate, please contact Carlotta Ribolini (cribolini@colangelopr.com) or Daniela Porro (dporro@colangelopr.com) of Colangelo & Partners (www.colangelopr.com), the agency of record in the US for the Prosecco DOC Consortium.
To stay tuned for upcoming events and promotions, follow Prosecco DOC on Facebook & Instagram (@proseccodoc_usa), and the Consortium’s official US website, www.casaprosecco.com.
About
The Prosecco DOC Consortium Prosecco was granted the Controlled Designation of Origin status on July 17th, 2009, and the Prosecco DOC Consortium (Consorzio di Tutela della Denominazione di Origine Controllata Prosecco) was created on November 19th of the same year to coordinate and manage the Prosecco DOC. The organization unites the different groups of manufacturers—wineries, individual and associated vine-growers, still wine and sparkling wine producers—to ensure the designation continues to grow and that the production regulations are complied with.
