Prosecco Consorzio demands protection

07 June 2017

Prosecco must be protected in order for the democratic wine to thrive, the Prosecco Consortium told Imbibe.

As prosecco sales in the UK skyrocket and are projected to grow year on year, the body has said more must be done to protect ‘true prosecco’ and expose ‘fake prosecco’.

We want a true prosecco, not a fake prosecco,’ Andrea Battistella, economic and technical manager, said. ‘Prosecco is only prosecco if it is in the bottle and it has the authentication seal. If you sell it in a tap then it is not prosecco. We need respect for the product.’

One way of doing this, Battistella said is to introduce Casa Prosecco, a communication body to provide information for the consumer and the trade.

For us, the UK market is very, very important and we invest a lot,’ he said. ‘Four years ago Germany was the number one market, now it is third. It is changing so quickly; the consumer is changing and the way people are consuming prosecco is changing.’

Pricing

Pricing is crucial to the ensure change for the better, Battistella said.

‘Price is very important for the product. Prosecco is a democratic wine. It is a drink for any time and all occasions. It is a very immediate wine and everyone can afford to buy it. Between champagne and prosecco, it is a very different world.'

In terms of a potential shortage, Battistella said: ‘We estimate continued global and UK market growth. It is possible to keep that growth. If the market increases, then we increase the vineyards and if it decreases, then we will decrease.’

Related articles

Wine

Prosecco rosé will be a reality by 2020

Following years of rumours, prosecco rosé is now close to becoming a reality. Jacopo Mazzeo finds out why

Wine

Prosecco's star continues to rise, according to latest figures

Prosecco's popularity is showing no signs of slowing down, according to latest reports from the region.

Wine

Cava giant Freixenet launches prosecco to UK market

One of the biggest names in sparkling wine, Spanish family-owned producer Freixenet, is most known for making its world-famous Cava.

Wine

Added protection for Kiwi wine GIs

New Zealand has introduced a legally-binding registration system for its wine regions that will give cast-iron protection to its appellations both at