The 8th National Celebration of America’s Favorite Sparkling Wine will engage media, trade, and Consumers throughout the United States
March 10, 2025 (New York, NY) — The Prosecco DOC Consortium is excited to announce the return of the highly anticipated ‘National Prosecco Week’ (NPW), a bold campaign spanning trade, media, and consumer audiences. Celebrating its 8th consecutive year, National Prosecco Week is set to take place from June 2nd to June 8th, 2025 in several top US markets.
This year, National Prosecco Week 2025 will unveil a brand-new graphic design concept, offering a modern aesthetic that resonates with both trade professionals and consumers. Embracing the tagline “Sharing the Italian Way of Life!”, the 2025 edition highlights the convivial spirit that defines Italy’s culture and the Prosecco DOC lifestyle.
Expanding on the success of prior editions, National Prosecco Week 2025 will be a week-long campaign including dynamic consumer events, educational seminars for trade and media, retail and restaurant partnerships, strategic social media and influencer marketing, and the return of the national cocktail competition in partnership with the United States Bartending Guild.
Last year’s NPW was marked by an increased focus on retail and restaurant promotions, with a remarkable growth of 72.3% to over 1,700 participants across more than 20 states for the 2024 edition. The campaign also reached 210 million consumers, an increase of 33.73% from the 2023 promotion.
“We are very excited to come back to the United States for the eighth consecutive edition of National Prosecco Week.” says Giancarlo Guidolin, President of the Prosecco DOC Consortium. “After a year in which Prosecco imports into the US saw a 17% increase, activations like this remain crucial to reinforce the strength of the Prosecco DOC brand in our largest export market.“
This year, National Prosecco Week will host a wide range of events for trade, media, and consumers. Dr. Hoby Wedler will be returning to host two exclusive cross-sensory seminars for trade and media in New York City and Aspen. Participants will undergo a blindfolded sensory exploration led by Dr. Wedler, emphasizing the non-visual senses and drawing attention to the tactile, gustatory, and olfactory stimulators that enhance the Prosecco DOC tasting experience. By temporarily eliminating their eyesight, participants will gain a unique perspective and a deeper understanding of the distinctive qualities of Prosecco DOC.
Building upon last year’s efforts, Prosecco DOC will once again partner with the United States Bartender’s Guild for the second edition of the Prosecco DOC National Cocktail Competition. Bartenders will submit their Prosecco DOC cocktail recipes, with judges selecting the top 5 recipes to face off in an all-new live cocktail-making competition in Las Vegas during NPW, along with a social media competition. Votes from attendees of the live event will be combined with votes from the NPW social media blitz, and the top-voted one will be named the People’s Choice winner. The Prosecco DOC cocktail competition winners will have their signature recipes featured throughout the various consumer events.
Reaffirming the Consortium’s focus on sustainability, Prosecco DOC will be partnering with Cork Collective to have collection bins at NPW events across the country. Launched last summer in New York, Cork Collective is a nationwide cork recycling and sustainability initiative that partners with some of the top names in wine, spirits, hospitality, and design to transform cork into valuable resources, showcasing its versatility and circularity. The corks collected during these events will then be up-cycled and turned into eco-friendly community projects. By participating in these events and donating the corks to this cause
Prosecco and the consumer market are making a direct contribution to support one of the great sustainability narratives in the wine trade.
In addition, Prosecco DOC will continue its partnership with Jermaine Stone’s creative brand agency Cru Luv Selections, a firm dedicated to blending the best elements of wine and hip-hop culture. Jermaine is billed to host an educational wine & hip-hop evening, complemented by a dynamic pasta-making class and dinner with celebrity chef Andrea Belfiore at Evento, an event space in the heart of New York City that blends art and food.
As with previous installments of NPW, the Consortium will partner with influencers across the USA for a strategic influencer marketing campaign promoting Prosecco DOC and National Prosecco Week. This initiative will leverage a mix of wine, lifestyle, and bartender influencers to drive awareness, engagement, and excitement around Prosecco DOC. These creators will produce high-quality content, including video and story posts, showcasing Prosecco DOC in various settings, from at-home enjoyment to cocktail creations.
The Consortium welcomes importers, retailers, and restaurants to join this year’s celebration by hosting promotions, educational seminars, dedicated Prosecco DOC tastings, and more both in-house and online. Partners will receive educational POS materials to build consumer interest, Additional benefits include promotional backing from NPW’s prominent media allies, social media promotion, press coverage, and digital marketing. All partners will also be prominently showcased on the National Prosecco Week website.
For the latest information on National Prosecco Week and how to get involved, please visit the official website and be sure to follow Prosecco DOC on Facebook (@proseccodocusa) and Instagram (@proseccodoc_usa).
About National Prosecco Week
National Prosecco Week is the biggest nationwide celebration of Prosecco DOC in the US yet and centers on a nationwide e-commerce and retail promotion, now with over 1,000 e-commerce and brick-and-mortar stores across 30 states. The campaign also includes a full digital media and marketing program, strategic media partnerships and influencer activations, such as Instagram Live tasting, virtual seminars, and e-commerce retail promotions. All National Prosecco Week activities seek to educate media and consumers about Prosecco DOC and showcase its ability to be enjoyed on a variety of occasions and with a wide range of cuisines. For more information check out the National Prosecco Week website.
