The Italian Alternative of the Champagne
The Prosecco phenomenon arises, since a long time, as an alternative to other sparkling wines that attracts new consumers around the world.
Walking through the beauty of the hills, in the 40 kilometers that separate Valdobbiadene to Conegliano, you can see how Glera grapes ripen and make this a wine known since Roman times.
Thanks to the growing success of Prosecco (DOC and DOCG) Italy has overtaken France in the production of sparkling wines. It’s growing the interest for Italian products and the Prosecco in particular that it’s considered as an alternative to Champagne, the TrentoDOC and Franciacorta, the latter two traditionally linked to the internal market and that highlight the characteristics of a territory historical.
When we speak of Prosecco, we talk about a name including two regions (Veneto and Friuli-Venezia-Giulia), with 15 municipalities and, according to our neighbors, ‘represents the Italian lifestyle in the global market’. The export growth has made arouse admiration and envy of many people, but we are all clear that champagne producers are the undisputed masters.
The success of Prosecco is confirmed by the numbers that speak for themselves. During the last decade of Italian wine exports increased by almost 90%. Britain and the United States are the main reference markets for exports of Prosecco where sales increased in the last five years. It is also present in other countries such as Australia, Russia and Germany. Also the turnover of Italian bubbles has quadrupled in China and doubled in France, the country of Champagne.
I don’t dispute the commercial policy of the wineries or the two consortiums, DOCG and DOC, or if their methods: ‘Martinotti’ (Charmat) or ‘Classico’ (Champenois) are one better or worse than the other. My reflection is only about the millions of uncorked bottles of prosecco in the world and its expansion, which grows and grows. Wherever you go you’ll always find a bottle of Prosecco Conegliano Valdobbiadene Superiore DOCG appearing somewhere.
Fortunately everyone is free to choose what kind of bubbles want to drink and what you value in your choice. Even there’s someone have said that ‘the increase of Prosecco is good for Champagne’. According to Paul Beavis, Managing Director UK Champagne Lanson International. ‘We see global growth of ‘bubbles’ as something good. There are, demonstrably, more similarities than differences between the sparkling consumer and champagne, so the more people entering the category generally better’.
But the success of Italian producer bubbles in the world is undoubtedly Bisol. Growers and producers have their roots of five centuries in Valdobbiene, which were launched in the 70s in his bold assertion of Prosecco DOCG Conegliano and Valdobbiadene. Bisol was the one who trusted his idea of producing bubbles «made in Italy« in the search for a niche market where the strength of champagne was overwhelming, because it represents the tradition and the myth. Gianluca Bisol, as prophesied success for the Prosecco di Valdobbiadene saying he was sure that in 2020 the Italian prosecco would have exceeded Champagne sales in international markets. Drinkers of the world pay attention to Prosecco Conegliano Valdobbiadene DOCG.
Featured Image: ProseccoClub.
