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Prosecco DOC reaches 660 million bottles
The Consorzio Tutela Prosecco DOC 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, the geographical denomination which covers a large part of northeastern Italy, were produced in 2024, the highest figure recorded, and one which represents an estimated market value of €3.6 billion (£3bn).
Among the famous faces to break into the category and launch their own Prosecco labels last year was Dolly Parton, working with Accolade Wines, and classical singer Andrea Bocelli, working with Zonin1821.
Pink Prosecco, given its distinctive hue with the addition of 10 to 15% Pinot Nero to the blend, now reportedly makes up around 10% of Prosecco DOC’s total sales. The Prosecco Rosé category grew 20% year-on-year, though the approximate figure of 60 million bottles sold last year is still short of the 75 million of pink fizz some producers projected would sell.
Consorzio president Giancarlo Guidolin commented that 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. Together, we’re writing the next chapter of Prosecco DOC’s story as the quintessential wine of sharing.”
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Record production
According to data from the UIV-Ismea Wine Observatory, 2024 was a record year for the production of Italian sparkling wine, with in excess of one billion bottles (1.015 billion, to be precise) produced, an 8% increase on 2023’s level, meaning that the Prosecco DOC production accounted for almost two-thirds of Italy’s total.
As for how these bottles of sparkling wine are being drank, the UIV-Ismea Wine Observatory suggests that spritzes are responsible for a huge part of consumption, estimating that 2.8 billion cocktails/long drinks made with Italian sparkling wine were drunk last year.
The Consorzio Tutela Prosecco DOC’s focus is very much on bottlings, and not on alternative formats such as kegs. In December 2023, the consorzio launched its £250,000 This is not Prosecco campaign, which aimed to educate (or instruct) consumers on what can and cannot be called ‘Prosecco’. The campaign caused some controversy in the wine industry, with advocates for wine-on-tap suggesting that the “stigma” against wine that isn’t bottled was “misguided”.
Prosecco DOC wasn’t the only big DOC in the northeast of Italy to see growth last year. Delle Venezie DOC, which is responsible for 40% of global Pinot Grigio production, recently released its 2024 figures.
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