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Masottina aims to balance sales volume with value

11 April 2023 By Louis Thomas

At this year’s Vinitaly, Masottina vice president Federico Dal Bianco spoke with db about the premiumisation of the Prosecco category, and why it’s important to not lose sight of what consumers want.

Dal Bianco shared that the Conegliano-based company made its debut at Vinitaly’s pre-fair tasting event: “We were at Opera Wine for the first time, with our R.D.O. [Rive di Ogliano], that is our high-end Prosecco, and there is clearly great attention on the global market for premium Prosecco.”

“Here usually, at Vinitaly, Masottina presents its new R.D.O., en primeur, like the 2022 in Brut and Extra Dry versions.”

Supply chain issues do remain a concern: “The Prosecco DOC consortium now has the export volume figures, which are increasing in general, so it’s important for the global market of Prosecco to increase. Otherwise, there is also the world’s uncertain situation, and some problems with the dry goods – but hopefully by next summer the dry goods situation will be better.”

Dal Bianco also noted that consumers are opting for more premium Prosecco: “We sell in more than 50 countries and, thanks to our R.D.O., we are seeing people pay more attention to Masottina’s Conegliano Valdobbiadene and Prosecco Superiore…so for us it is important to increase both volume and value.”

For Masottina, Vinitaly presents “new opportunities from all over the world”: “Vinitaly is becoming something more professional for the wine business, and this is good for the producers, and everyone involved.” At this year’s edition, just under a third (29,600) of the 93,000 visitors to the fair were international.

But, while trade attendance is important, Dal Bianco argued that, in order to secure the brand’s position in the domestic market, it is important to keep an “extra eye” for the public.

To read more about Masottina, click here.

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