Market novelty: Prosecco Ice conquers consumers. +40% of sales

Source:  Castagner Distillery press office

Castagner: No to health labels for spirits and wines, good the candidacy of Italian cuisine as a UNESCO World Heritage. It is wrong to demonize products like wine and grappa: they are part of the Mediterranean culture that the whole world envies us.

Treviso, July 3, 2023_Sales of Prosecco Ice are flying at +40 percent: the news comes at the same time as the launch of “Summer Ice 2023”: a tour in venues and an innovative national press campaign that disrupts the traditional canons of communication of grappa. These days, in fact, Distilleria Castagner announced double-digit growth, in the first 5 months of 2023 compared to the same period in 2022, of the revolutionary white grappa created specifically by the master distiller from Veneto, Roberto Castagner, to be drunk iced.

We believed in it right from the start and the results have come, – comments the founder and CEO of the company from Vazzola (Province of Treviso), Roberto Castagner, with satisfaction -. All our efforts and vision have been repaid and confirmed by the market; customers have understood that we are not just promoting a product, but a new way of drinking grappa by giving younger people and women the opportunity to appreciate our flagship distillate. The freshness also makes it more appealing to those who do not usually drink grappa.

Thursday, July 6 will mark the debut of “Summer Ice 2023” at the open-air gala dinner “The Night of Emotions”: five chefs will offer the best of their culinary traditions in the evocative setting of Piazza Cima in Conegliano, an event in which Castagner Distillery has participated for years as a sponsor, this year with Prosecco Ice. The evenings will continue throughout July, on Thursdays and Fridays, in the five restaurants between Treviso and Venice that have been selected to promote the project.

Castagner then intervenes on Ireland’s choice to indicate on labels the possible damage caused by alcohol, criticizing the initiative that has become law in that country and instead supports the candidacy of Italian cuisine as a UNESCO World Heritage. Bans are not needed, – he says –  it is wrong to demonize products such as wine and grappa: they are part of the Mediterranean diet that the whole world envies us. What we need to promote is conscious drinking. These evenings are intended precisely to revive the culture of good eating and good drinking; they are events where we combine wine with food and grappa with dessert.

Italy – he adds – is the second country in the world in terms of longevity, thanks also to our eating habits, and grappa belongs to the Mediterranean culture, which, taken in its broadest sense, encompasses the concept of being well together and good living. 30 cl of grappa (the same alcoholic amount as 100 cl of wine) corresponds to an emotion, to conscious drinking that accompanies dessert, which can be ice cream, fruit salad or a summer dessert. And to those who drive, who do not have to drink, we will give a free bottle of Prosecco Ice, to be tasted safely at home.

The tasting of a good grappa – Castagner concludes – stands to the immoderate consumption of alcohol as music stands to noise: two sounds with completely different values.

Roberto Castagner, one of the most famous and important names in quality grappa in the Veneto region, has found a way to enhance the Italian distillate par excellence by changing the way of drinking it. Prosecco Ice is not a traditional grappa to be consumed cold, but rather a grappa produced with an innovative system, specially created to give its best when frozen: the cold does not weaken its aromas, but on the contrary enhances them, making it more pleasant and versatile.

Produced with Glera grapes, the same ones that are used for the world’s most famous sparkling wine, it is fruity and floral, savory and long carrying all the most delicate aromas of Prosecco that, thanks to the cold, are released in a fresh and unprecedented explosion.

Translated by Cecilia Flaccavento

Intern at the Chamber of Commerce of Treviso – Belluno