Group announces 2020 Communications Campaign for U.S. audience
The Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. is pleased to announce its 2020 communications program for the United States. The Consorzio of vine-growers, winemaking companies and bottlers from Italy’s Conegliano Valdobbiadene region, was established to safeguard the standards of what eventually became the D.O.C.G. criteria in crafting wines of the highest quality and distinct provenance. Their mission is to increase the recognition of D.O.C.G. Conegliano Valdobbiadene Prosecco Superiore and its nuanced, complex, world-class sparkling wines. The United States is the 4th largest importer of Prosecco Superiore, and the Consorzio hopes to further engage its loyal audience while introducing new sparkling wine lovers to the D.O.C.G. category.
Coming on the heels of the recent economic report wherein it was reported that close to 44% of the volume of the region is exported, with the U.S. accounting for close to 250,000 cases and a growth in value of 5% from 2018 to 2019 totaling close to $14 million, the future looks bright for the American market. The COVID-19 crisis has resulted in a 27% increase in volume in the off-premise in the U.S. with consumers enjoying more wine at home.
The aim of the U.S. campaign, as always, is to educate the trade and public about everything Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. has to offer – regionality, authenticity, and high standards in winegrowing and winemaking. Understanding the nuances of high elevation winegrowing, regional variation between Conegliano and Valdobbiadene, the typologies of the wines from the region on a dryness scale, the Martinotti method among many other production cues helps the gatekeepers in the trade share the tremendous selling points of the region, particularly with its great price to quality ratio.
While Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. wines tend to be priced slightly higher than traditional Prosecco, the wines are still immensely affordable given the quality, making them desirable for a range of trade and consumers. Their versatility and lower alcohol by volume are also in keeping with today’s trends towards lighter alcohol and more diverse cuisines being enjoyed at the American table.
The trade campaign includes a series of three master classes with noted sommeliers and wine experts Jon McDaniel (June 29), Anthony Giglio (July 20) and Alpana Singh (Aug. 10) along with consumer-focused edutainment Happy Hours with noted author and TV personality and author Leslie Sbrocco on July 15 and July 29 and author and wine educator Karen MacNeil.
Other educational outreach includes a WEVO Tastings seminar (June 18) on the wines of the region conducted by educator Liz Barrett and master classes for WSET Diploma level students. A focused ad campaign highlighting the theme #SparkleAtHome encouraging the support of restaurant takeout to pair with Prosecco Superiore at home, along with a general campaign focused on the region is part of the 2020 plan.
For the third consecutive year, the Consorzio will be working with select ambassadors in key markets to activate online education for the trade, as well as act as social and traditional media spokespeople. The press campaign includes a sampling program, social media engagement centered around the #sparkleathome hashtag and ongoing press outreach. The press campaign includes a sampling program, social media engagement centered around the #sparkleathome hashtag and ongoing press outreach.
“After a very challenging start to the year in Italy, we are pleased to support one of our stronger export markets with ongoing education and programming,” says Innocente Nardi, President of the Consorzio of Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. “We are pleased to see America continues its strong desire for top quality sparkling wine, now perhaps more than ever.”
The list of Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. wineries that will participate in the U.S. communications campaign include: Adami, Andreola, Anna Spinato, Bellenda, Biancavigna, Bortolomiol, Ca’ Di Rajo, Canevel, Ciodet, Col Sandago, Col Vetoraz, Colesel, Conte Collalto, Drusian, La Farra, La Gioiosa, La Marca, La Tordera, L’Antica Quercia, Le Colture, Le Vigne di Alice, Marsuret, Masottina, Mongarda, Perlage, Prapian, Riva Dei Frati, Ruggeri, Sommariva, Tenuta Degli Ultimi, Trevisiol, Val D’Oca, Valdo, Villa Sandi and Vinicollina Tesini.
About the Consorzio of Conegliano Valdobbiadene Prosecco Superiore D.O.C.G.
The Consorzio is a private body created to represent vine-growers, winemaking companies and bottlers from Conegliano Valdobbiadene and to safeguard the standards of what are now the D.O.C.G. criteria in crafting wines of the highest quality and distinct provenance. Their work is focused on three major areas: protection, promotion and sustainability. They improve sparkling production methods, provide assistance and training and supervise all stages of winemaking to guarantee the quality of this outstanding, Italian viticultural region. Prosecco Superiore exports to over 130 countries.
Created in 1969, Conegliano Valdobbiadene Prosecco Superiore was one of the first Italian appellations to earn D.O.C recognition, obtaining the D.O.C.G. status in 2009. These sparkling wines come from the historic area of Prosecco production, a unique, hillside terroir that was recognized as a UNESCO World Heritage Site in 2019. Conegliano Valdobbiadene is situated in the northeast of Italy, between Venice and the Dolomites (at the foothills of the Alps), offering a mild, temperate climate ideal for grape growing, producing serious food wines with pairing versatility, showcasing a range of different styles, aroma and flavor characteristics.
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