500 wine-producing businesses gathered at the Coldiretti conference titled “The Prosecco System: Current and Future Perspectives,” demonstrating the topic’s relevance and drawing an extraordinary turnout. Giorgio Polegato, President of Coldiretti Treviso, and Angelo Facchin, President of Coldiretti Oderzo, opened the conference. This was followed by presentations from Giancarlo Guidolin, President of the Prosecco DOC Protection Consortium, and Luca Giavi, Director of the Prosecco DOC Protection Consortium, along with Crystal Maso, Export Sales Specialist and Marketing Manager at La Marca Spumanti. The conference was moderated by Giuseppe Satalino, Director of Coldiretti Treviso.
President Giancarlo Guidolin, in presenting the value of the DOC Prosecco designation’s production system, took the opportunity to thank former president Stefano Zanette, acknowledging his significant contributions over four terms toward consistent and balanced growth. It is precisely this equilibrium and meticulous attention to governance that has led the Consortium to these remarkable achievements in 2023: 28,100 hectares of vineyard, 1,148 winemaking companies, 11,969 winegrowing businesses, generating €3.5 billion in revenue and 616 million bottles. Today, the DOC Prosecco market is composed of 20% domestic and 80% international sales, with the USA and UK as the leading importers, and notably, even France, a major producer and direct competitor. This steadfast focus on governance over production and market presence remains the key to sustaining and enhancing the designation’s standing in international markets, safeguarding against the risk of losing the positive perception currently held by consumers that drives success.
Director Luca Giavi delved into the value of Prosecco DOC by outlining its three foundational pillars: economic, environmental, and ethical-social, emphasizing how it has notably influenced American consumer habits.
