Prosecco DOC Continues on the Road to Success

Prosecco DOC recorded further growth in 2021. The Italian protected geographic designation label had a 25%-plus increase in bottling. A total of 627.5 million bottles of Prosecco DOC were produced, 71.5 million of which were Prosecco DOC Rosé, which has been allowed to be produced under this designation of origin since the 2020 harvest.

Sustainable production

Since his first mandate in 2012, the president of the consortium Stefano Zanette, has pursued a holistic approach to sustainability. He would like to continue to expand this in the future – both in the ecological, economic and social areas.

"After ten exciting years, we want to consolidate the success of our denomination. This means planning the future of the entire supply chain with a mindful eye on consumers and our growing region with its communities, including the entire production system in that implementation," says Zanette.

Luca Giavi, the director of the consortium, also wants not only the ideals of Prosecco DOC to be communicated to the public in a comprehensible way, but also for the people in the production area in Veneto and Friuli Venezia Giulia to be able to identify with them.

"Universal values such as serenity, honesty, empathy, conviviality and hospitality – these are all characteristics that consumers from all over the world associate with our products," says Giavi.

Innovative vision for the future

Through the communication strategy of the protected designation of origin, an export increase of 30% was achieved in the first three quarters of 2021. Zanette believes there is still a lot to do in the future: "Soon we will present the so-called Prosecco DOC Agenda 2030 - an ambitious plan, with new impulses and an innovative vision for the future".