Focus on art and culture key to Prosecco sales

In an effort to distinguish its DOCG region from its DOC neighbour, the Producers’ Consortium for Conegliano Valdobbiadene is highlighting events focusing on art and culture to showcase its superior terroir and production methods.

Towards that end, they are launching a new project titled: “In the footsteps of Titian from Venice to Pieve di Cadore, where Prosecco is Superiore.” This is a self-guided tour where consumers drive their own cars the hills of Conegliano Valdobbiadene, where Prosecco Superiore has its origins. The tour ends up in the places frequented by the Italian painter Titian.

The route will be promoted on the occasion of the exhibition “Tiziano: Venice and the Borgia Pope,” organised by the Foundation and Research Centre for Titian and the Cadore from 29 June to 6 October at the Palazzo Cosmo in Pieve di Cadore.

“Visiting the area is undoubtedly the best way to get to know this wine and what makes it different” says Innocente Nardi, President of the Producers’ Consortium for Conegliano Valdobbiadene Prosecco Superiore. “It is also the best way to safeguard the product: whoever visits our region also discovers the authentic Prosecco Superiore and becomes its ambassador, thus becoming wary of any imitation.”

The Producers’ Consortium’s consumer tasting event Vino in Villa – now in its 16th year – just took place on May 19th in the Castle of San Salvatore at Susegana in the Province of Treviso. It attracted over a thousand visitors, many of them Prosecco Superiore loving foreigners, as the wine is sold in eighty different countries.