Prosecco DOC Consortium – the entity that oversees the production of the popular sparkling wine – is counting down to the upcoming fifth annual National Prosecco Week, a trade, media and consumer campaign developed in tandem with Colangelo & Partners.
National Prosecco Week takes place July 18 - 24, 2022.
This year’s celebration will include a nationwide partnership of more than 600 participating (as of press time) retail stores and restaurants. Together with the ecommerce partner City Hive, this year’s National Prosecco Week also includes more than 2,000 online wine merchants, connected through the ecommerce platform powered by City Hive, in service of the Casa Prosecco Online store.
The Casa Prosecco online store will enable consumers to search for and purchase the largest selection of Prosecco DOC and Prosecco DOC Rosé from local and national retailers for delivery to their door. Simultaneously, for the first time ever, the National Prosecco Week website now features an interactive map to enable consumers to find participating restaurants and retailers in their area.
“We are very excited for the fifth annual National Prosecco Week, finally with more in-person opportunities and chances to toast together to our glorious denomination,” said Stefano Zanette, president of the Prosecco DOC Consortium. “We hope to build on the momentum from last year and continue to connect with more retailers [and restaurants], strategic partners and ultimately more Prosecco lovers in the U.S.”
Prosecco DOC is encouraging retailers and restaurants to participate in this nationwide celebration by hosting in-house or digital promotions, educational seminars, virtual tastings, package inserts and discounts.
Participating retailers and restaurants have already received dynamic and educational POS materials from the Prosecco DOC Consortium, to inspire consumer interest in the promotion. Participating partners also received advertising support with National Prosecco Week’s media partners, social media marketing, press support and digital marketing. All partners will also be featured on the National Prosecco Week website.
Last year’s National Prosecco Week reached more than 218 million consumers and saw more than 700 ecommerce and brick-and-mortar establishments across 30 states participating.
Retail and restaurant partners reported significant increases in sales during the 2021 promotion, ranging from a +7.6 percent increase to a +270 percent increase.
The upcoming National Prosecco Week for 2022 will feature a renewed focus on consumer events and sponsorships, with two programmed events, organized in collaboration with CRU LUV in Chicago on Wednesday, July 20, and in New York City on Saturday, July 23. The events will combine a unique mix of Prosecco DOC and hip-hop music, as part of creator Jermaine Stone’s acclaimed “Pass the Aux” event series. For more information, visit Casaprosecco.com/consumer-events.
To drive additional consumer awareness, the 2022 National Prosecco Week campaign also incorporated a robust digital and social media marketing campaign in strategic partnership with Thrillist, influencer activations, dynamic social media content and targeted media relations.
Some of the renowned Prosecco producers that are participating in this year’s campaign include: Bottega, Botter, Ca’ Furlan, Cantine Riondo, Casa Vinicola Abbazia, Gancia, Pizzolato, La Gioiosa, La Marca, Le Contesse, Mionetto, Pitars, Ruffino, Torresella, Val d’Oca, Valdo, Villa Sandi, Viticoltori Ponte, Zardetto and Zonin.
Prosecco was granted the Controlled Designation of Origin status on July 17, 2009, and the Prosecco DOC Consortium was created on Nov. 19 of the same year, to coordinate and manage the Prosecco DOC. The organization unites the different groups of manufacturers – wineries, individual and associated vine-growers, still wine and sparkling wine producers – to ensure the designation continues to grow and that the production regulations are complied with.
To learn more about National Prosecco Week, visit The Prosecco DOC Consortium’s official U.S. website, CasaProsecco.com. If you’re a retailer or restaurant interested in participating in the celebration, you can email [email protected].
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