Creators | The Prosecco Push
By Robert Whitley
Champagne producers frequently lament that the bulk of sales to U.S. consumers comes around the holidays, between November and the end of December. Champagne should be consumed year-round, I am told. I agree completely — for those who can afford it.
The Prosecco gang has no such problem. The soft, fruity sparkling wine from northeast Italy is one of the fastest-growing sectors in the U.S. wine market precisely because wine lovers of all stripes can afford it. A decent Prosecco costs a fraction of the price you would pay for a decent nonvintage brut Champagne.
My local grocery has floor-stacked Prosecco at prices ranging from $10 to $15. No wonder Prosecco is flying off the shelf. Unfortunately, the low prices sometimes give the false impression that it is cheap and somehow lesser than. The Consorzio Conegliano Valdobbiadene Superiore DOCG hopes to change the perception with a campaign to educate U.S. restaurateurs and consumers about the notable qualities of Prosecco from this most important of all the Prosecco-producing regions.