Strengthening a now-strategic market and effectively promoting the diverse nuances of Prosecco Superiore — these were the goals behind the Consorzio di Tutela del Conegliano Valdobbiadene Prosecco DOCG’s return to the London Wine Fair.
After debuting in 2024, the Consorzio participated with a comprehensive promotional program during the fair held from May 19–21 at Olympia London.

The London Wine Fair

For over 40 years, the London Wine Fair has been a benchmark event for the international wine industry, bringing together merchants, producers, and professionals.
Winner of the 2023 Wine Travel Award for Best Wine Event, the fair built on the success of its 2024 edition — which saw a significant increase in exhibitors — by expanding the 2025 edition by an additional 10%.

The UK Market: strategic numbers

The United Kingdom is one of the most important markets for Italian wine, ranking as the third-largest foreign partner with imports totaling €851 million in 2024 (+1%). It is also the second-largest importer of sparkling wines globally, with a 13.5% market share.

The strategic relevance for Conegliano Valdobbiadene Prosecco DOCG is clear: the UK is the denomination’s second-largest export market after Germany, with a value of €42.1 million in 2024 (+1.9% vs 2023) and 7.1 million bottles exported (+2.2%).
Volume sales have seen exponential growth since 2003.

The Consorzio’s initiatives

The Consorzio’s promotional program focused on three strategic pillars.
Renowned Master of Wine Sarah Abbott — a long-time expert on the denomination — led two masterclasses titled “Prosecco Superiore Elevated: the terroir and precision of Conegliano Valdobbiadene Prosecco Superiore DOCG” at the Walk-Up Tasting Theatre on May 20 and 21.
The sessions engaged 80 industry professionals and explored the premium side of Prosecco through a tasting of eight wines from the “Rive,” a type that highlights the expression of 43 historical areas and represents the region’s most authentic tradition.

On May 21, a collaboration with the International Wine & Spirits Competition (IWSC) led to a walk-around tasting featuring over 50 self-pour wines. The dedicated area showcased the top-scoring labels from the IWSC competition, which had been judged in March 2025 at the Consorzio’s headquarters. Sarah Abbott MW also led two guided tastings to help orient visitors.

The Consorzio also sponsored the London Wine Fair’s Wine Buyers Awards, which celebrates outstanding UK trade professionals who influence market trends.
The awards ceremony on May 20 crowned Sunny Hodge of “Diogenes the Dog” as Overall Wine Buyer of the Year.

Consorzio Director Diego Tomasi commented:
“The Consorzio di Tutela Conegliano Valdobbiadene Prosecco DOCG is proud to sponsor the Wine Buyer Awards, honoring those who champion exceptional wines. This partnership reflects the region’s commitment to quality, craftsmanship, and the heritage behind every bottle.”

A consolidated strategy

The Consorzio’s second participation in the London Wine Fair confirms its strategic approach to a key market for the international expansion of Conegliano Valdobbiadene Prosecco Superiore DOCG.
Its integrated program of education, tasting, and networking is designed to strengthen the denomination’s presence in a market that has shown sustained and significant growth over the years.