Prosecco DOC continues to sparkle

Drinkers around the world still can't get enough of entry-level prosecco - seen as a party in a bottle -
with sales continuing to soar.

The Consorzio Tutela Prosecco DOC, the organising group for the appellation, has announced that there was a 7% year-on-year increase in its number of bottlings last year.

The consorzio shared that 660 million bottles of Prosecco DOC, which covers a large part of north-eastern Italy, were produced in 2024, the highest figure recorded, and one which represents an estimated market value of €3.6 billion, news portal the drinks business reported.

Celebrities got into the act, as well,  with Dolly Parton releasing a prosecco with Accolade Wines, and Andrea Bocelli working with Zonin. 

Pink Prosecco, with the addition of 10 to 15% pinot noir to the glera base, now reportedly makes up around 10% of Prosecco DOC’s total sales. 

Consorzio president Giancarlo Guidolin said 2024 was a “strong year” in spite of challenges across the wine sector, and expressed optimism for 2025. 

"As we look to the future, we’re doubling down on initiatives that resonate with modern consumers, making sure that Prosecco DOC remains a catalyst for connection and shared moments of joy," he signalled with a degree of hype. 

"Together, we’re writing the next chapter of Prosecco DOC’s story as the quintessential wine of sharing.”

Data from the UIV-Ismea Wine Observatory shows 2024 was a record year for the production of Italian sparkling wine, with in excess of one billion bottles produced: an 8% increase on 2023 numbers. 

Prosecco DOC production accounted for almost two-thirds of Italy’s total.

The numbers are very bubbly for Prosseco DOC

Australians still cannot get enough of affordable DOC Prosecco.

Recent data shows a big jump in popularity for Italian Prosecco.

More than 2.13 million bottles of the bubbly have been sold in Australia so far this year, which is a 14% increase on 2023 numbers.

The Italian Chamber of Commerce and Industry Australia (ICCI AUS) says the rise in popularity is because Australian drinkers are looking for a taste of the Mediterranean at home.

The president of the DOC consorzio, Giancarlo Guidolin, expressed his satisfaction at the current trends and what it means for the ongoing relationship with the Australian market.

“In recent years, we have seen a positive trend in the Australian market, which gives us great satisfaction considering the ongoing issues with Australia regarding the protection of our designation,” Guidolin said.

Italian producers object to Australian wineries using the name Prosecco.

“These issues are currently tied to the outcome of the negotiations on the free trade agreement with the EU, within which the protection of a list of European designations will be established,” he said.

I see no difficulties were Australian producers to use the name Aussecco, or Ozsecco.

While the sparkling wine variety has seen a solid jump in popularity in Australia, the Frizzante variety of Prosecco DOC has also seen a major jump in sales, albeit from a lower base.

Italian Chamber of Commerce and Industry Australia CEO, Rachele Grassi, said the soaring popularity of DOC Prosecco in Australia was gratifying but unsurprising.

“Australian consumers have a passion for Italy and, knowing that by looking for the geographical indication Prosecco DOC they are guaranteed an authentic Italian product, they are transported to the sun-drenched elegance of a Mediterranean getaway,” she said. 

Prosecco DOC sales figures have also increased across been the US, UK, Germany and France.

Image: Giancarlo Moretti Polegato - owner of Villa Sandi, which produces top-notch DOC and DOCG Prosecco.