The campaign reached a massive scale this year, engaging over 2,200 retail accounts nationwide. Major partners including Whole Foods, Total Wine & More, and Costco hosted in-store tastings and displays to drive visibility. Beyond retail, the Prosecco DOC Consortium intensified its professional outreach, partnering with Southern Glazer's Wine & Spirits to conduct specialized training for over 200 sales representatives across five markets, including Cincinnati and Charleston, to bolster product knowledge and quality standards.
In section Releases
Prosecco DOC Strengthens US Foothold with Ninth Annual National Week
The ninth annual National Prosecco Week concluded on June 21, 2026, marking a significant expansion for the Italian consortium across the United States. Through a blend of retail partnerships, high-profile culinary festival activations, and a national cocktail competition, the campaign emphasized the brand's integration into American lifestyle and dining culture.
Premium culinary events served as the campaign's high-impact anchor points. At the New Orleans Wine and Food Experience, the consortium highlighted the growth of the Prosecco DOC Rosé category, which currently accounts for 9% of total production. Later, at the Food & Wine Classic in Aspen, the brand leaned into its connection to the Milano Cortina 2026 Winter Olympic Games with an après-ski themed activation. This presence, combined with a bartender-focused cocktail competition won by Greensboro's Sebastian Moreno, showcased the versatility of the wine beyond traditional pours. Giancarlo Guidolin, President of the Consorzio Prosecco DOC, noted that the event has evolved into a reflection of the wine's deep-rooted place in American consumption habits, confirming the United States remains the denomination's most critical export market.
Comments (0)
No comments yet. Be the first!