#United States #Chicago #Italian Wine #Vinitaly #Prosecco

Prosecco's Remarkable Journey in America: From Zero to $500 Million in 15 Years

The fascination of American consumers with Prosecco continues to thrive, with the Italian sparkling wine now representing a staggering 31% of the total value of all Italian wines sold in the United States. The growth is especially notable among millennials, with 27% in this demographic opting for Prosecco, highlighting its widespread appeal across various age groups. Beyond its reputation as a delightful sparkling wine, Prosecco has also firmly entrenched itself within Italian mixology, frequently gracing cocktails and ready-to-drink beverages, including popular spritzes.

Fifteen years ago, Prosecco redefined its production pyramid, which now includes prestigious labels such as Conegliano Valdobbiadene Prosecco Superiore DOCG, Asolo DOCG, and Prosecco DOC. This transformation has propelled Prosecco from virtually nonexistent sales to an impressive $500 million in revenue in the U.S. market. According to the latest report from the UIV-Vinitaly Observatory, this remarkable growth saw a 178% jump in sales over the past seven years, outpacing the growth of Italian wines as a whole by a factor of four.

Adolfo Rebughini, the General Director of Veronafiere, emphasized the hurdles the wine sector has faced, including the repercussions from COVID-19 and shifts in consumer spending. However, Prosecco has exhibited remarkable resilience through consistent promotional strategies and effective marketing investments. Its prominent presence at Vinitaly.USA 2025, scheduled to take place at Chicago's Navy Pier on October 5-6, further solidifies this momentum. The event will showcase top producers and highlight the Veneto regional collective, attesting to the strength and market positioning of Prosecco and Italian wines respectively in the grand scheme.

Affluent Market Performance

Prosecco's performance in the U.S. has set records, according to insights from Vinitaly and Unione Italiana Vini (UIV). The sparkling wine's market share surpasses the average for Italian wine sales, registering at 27% compared to 24%, with total U.S. sales hitting $531 million in 2024. This trajectory reflects an ongoing upward trend, interrupted only by a brief pause in 2020, followed by a cumulative increase of 90% over the next four years.

Notably, Prosecco has emerged as a cultural symbol of accessible indulgence, with annual consumption reaching $2.9 billion at an average bottle price of just under $18. Carlo Flamini of the UIV-Vinitaly Observatory points out that Prosecco has successfully attained a 40% brand awareness among American consumers, bringing it closer to iconic sparkling wines like Champagne, which enjoys 52% awareness. In terms of purchase conversion, Prosecco leads at 31%, overcoming Champagne’s 24%.

Distributor data from SipSource corroborates Prosecco's prominence as the top player in the U.S. sparkling market, capturing a 30% share in volume and consumer value, while Champagne trails at 28%. Analysis of regional spending indicates vast growth potential especially in the Western states and the East North Central region. The highest consumption density can be found along the Eastern Seaboard, from New England through the Mid-Atlantic and South Atlantic regions, together accounting for over half of the total Prosecco sales in the U.S.

Furthermore, Prosecco dominates the Italian sparkling category, representing a remarkable 87% of all Italian sparkling sales while also accounting for 25% of total Italian wine sales. The ever-evolving trends in mixology have also bolstered its image, as Prosecco is extensively used in cocktails, showing agility in adapting to modern tastes.

Future Perspectives

Looking ahead, the challenge goes beyond market tariffs as Prosecco seeks to diversify its consumer base. Although traditional customers still represent a significant percentage of purchases, the UIV-Vinitaly Observatory suggests that Prosecco is well-positioned to grow among a more diverse and multicultural American population.

At the upcoming Vinitaly.USA 2025, approximately 250 Italian wineries and consortia will present their products to buyers and importers, collectively representing over $7.2 billion in turnover. Interest from U.S. distributors is projected to match previous years, indicating that the fair remains a crucial gateway to the American market for Italian wines. Alongside exhibitions, the event will feature the wine2wine Vinitaly Business Forum, educational seminars from the Vinitaly International Academy, and culinary sessions, shedding light on Italy's prowess in food and beverage excellence.

Prosecco's journey in the U.S. exemplifies how quality paired with strategic promotion can assert Italian wines as formidable contenders on the global stage, a vision that Vinitaly.USA aims to reinforce and celebrate.