Prosecco: The 5 reasons Of Its Amazing Success
THE HISTORY OF PROSECCO
Prosecco is one of the most loved wines by Italians and not only. Ideal for an aperitif or to accompany any meals with joy. It is the pride of wine production in north-eastern Italy. The story of his name is long and fascinating, dating back to ancient Roman times.
Although there is a village near Trieste that is called just Prosecco, it is not from here that the name of our beloved wine derives. We have to move a few kilometers, straight towards the sea. Here stood, overlooking the waters of the Gulf of Trieste, the Castello di Moncolano, also known as Torre di Prosecco. The curious aspect is that a drop of Prosecco sparkling wine has never been produced in the surrounding area!
What then does this homonym depend on?
Mr. Fynes Moryson, an English gentleman with a passion for travel, explains it to us. The wine to which our British globetrotter refers is the famous Pucino, beloved by the ancient Romans and produced with Glera grapes. In Trieste the need was felt to distinguish the local wine from that produced in the other neighboring areas, such as Istria and Gorizia, therefore a name more closely linked to the territory was chosen. The decision fell on Prosecco, a name due to the fact that the golden grape of the Glera vine was always cultivated in the area of the homonymous tower.
Since then the wine has been accompanied by this name.
The rest is recent history. Prosecco producers in most of Veneto and Friuli Venezia Giulia work every day to further improve the production method of this wine. Indeed Prosecco is the most sold Italian wine in the world: in 2017 over 205 million liters were sold, for a market share of 40% of the entire sector; almost double, just to give an idea, of the French “cousin”, the champagne, which last year developed a turnover of 112 million liters. The United States, the United Kingdom and Germany are the main foreign markets for prosecco, but the interest of emerging markets is increasing, especially China and Russia, which will certainly contribute significantly to the growth of prosecco exports in the coming years.
THE 5 REASONS OF ITS AMAZING SUCCESS
1. THE FASHION OF THE APERITIF
Italians are masters in creating trends and new costumes that quickly become popular. One of the trends is the aperitif: some snacks and a fresh drink, even better if is a young, refreshing and low-alcohol cocktail, such as, for example, spritz. Aperitif and Spritz trends have contributed significantly to the diffusion of Prosecco, and the appreciation towards the latter has then grown in such a way as to allow prosecco to carve out a role of its own as a wine to accompany meals.
2. THE PRICE
The price, much more affordable than champagne. Prosecco has an average price of € 3.92 per liter, compared to € 25 per liter of French bubbles. Prosecco undoubtedly develops considerably less time and production costs than Champagne. But it is beyond doubt that the most affordable price has been one of the most important levers that have contributed to the overwhelming spread of prosecco throughout the planet … including France!
3. A “YOUNG” PRODUCT
The Millennials fell in love with Prosecco, to the point of driving their growth and spread. They were the firsts, especially abroad, to appreciate the fashion of the aperitif and to choose Italian bubbles to accompany it. Among young people, prosecco has replaced traditional drinks, especially beer, as it is considered more trendy than the latter, as well as being more appetizing on the palate because it can be consumed alone or mixed to the most popular cocktails.
4. WOMEN LIKE IT
Prosecco has a wide target: it does not identify itself in a category, but marries the tastes of a heterogeneous and varied audience. The female public also greatly appreciates our local bubbles. Alone or combined with the most famous cocktails of the moment, this product, in fact, is ideal to accompany a work break, an afternoon break with friends, a happy hour or an evening in some trendy club.
Prosecco is also very popular as welcome drink of any type of event, from corporate conventions to weddings.
5. IMITATION, SYNONYMOUS OF SUCCESS
It is said that the more a product is imitated, the more successful it is. The case of Prosecco is unspoken, faked (often in a coarse way) by companies that immediately perceived their commercial potential and appeal. Consider, for example, the fake Prosecco in cans created and distributed by a German company: the “Rich Prosecco” – this is the name of the fake product, subsequently modified into “Rich Secco” – thanks to the Italian sounding and aggressive and successful marketing policy (the beautiful Paris Hilton was the testimonial of the brand), has sold over a million cans in a few months throughout Europe and the United States!
Prosecco is another – yet another – example of “Made in Italy” that works all over the world and Italians are proud of it!