• 13 Apr 2016
  • Italy’s Prosecco craze shows no signs of fizzling out

    Emanuele Scarci
  • Prosecco has experienced another boom in 2015. The previous year’s strong growth was repeated again last year on all fronts: production of the sparkling wine jumped by 16% to 355 million bottles (from 306 million) and exports grew by 23% in volumes and by 24.5% in value.

    For the current year, the Consortium of Prosecco Doc estimates a production of 400 million bottles. Consumer spending was around €1.7 billion, that is, approximately €5 per bottle -- a sparkling wine that’s much more affordable than champagne.

    A SWG study presented during Vinitaly highlighted that joy, sharing, lightness and harmony are some of the elements that make up the state of mind of those who enjoy a glass of Prosecco. “The image of a fresh and young wine emerges, one that is liked because it makes life pleasant, trendy and carefree,” said SWG director Enzo Risso.

    The consumer appreciates Prosecco and is willing to spend a little more to ensure a quality product. This “right” price that the consumer is willing to pay allows for a fair remuneration for all of the players in the supply chain, beginning with the manufacturer and ending with the bottler.

    But, after winning on volumes, does Prosecco Doc still have to win the battle on value?

    In 2015 there was a 23% increase in exports while the increase in value was of 24.5%. These figures highlight how Prosecco - in contrast to the preceding years - has obtained recognition even in economic terms.

    “The point and a half percentage difference between volume and value is the recognition that the consumer appreciates Prosecco and is willing to spend a bit more,” observes Stefano Zanette, President of the Consortium.

    The record was a good vintage for the wine, actually excellent, especially if compared to 2014, annus horribilis for wine making. In terms of quantity, we have gone from 2,240,000 hectoliters in 2014 - with an increase of approximately 50% - to 3,400,000 hectoliters in 2015.

    The consumers’ passion for Prosecco shows no signs of waning: not in Italy where 30% of the consumption takes place nor abroad where 70% of the overall production is absorbed (approximately 249 million bottles; 74% in Europe; 20% in North America; and 6% between Asia, Africa, Australia and South America).