PROSECCO BUYERS GUIDE: IT'S GOT THE SPARKLE

It’s got the sparkle

Whether it be for its quality, versatility, or accessibility, consumers continue to choose Prosecco in the off-premise, with indications of further category growth in the future.

Amid a generally soft wine market, Prosecco has arisen as a success story, drawing in new consumers and retaining existing wine drinkers with its high quality, approachable image, versatility, and affordability. Market research from Circana indicates that Australian Prosecco has a total market value of $181 million, more than triple the category’s value in 2017.

The category benefits from widespread awareness, and Prosecco accounts for nearly one fourth of all sparkling wine purchased in Australia. The category continues to show potential for growth, as well as areas for premiumisation and innovation.

A versatile option

Australian consumers have diverse reasons to choose Prosecco, which offers a range of attractive reasons to engage with the category.

Katherine Brown, fourth generation Brown family winemaker at the Brown Family Wine Group, outlined some of the key appeals.

“Prosecco has become increasingly popular in recent years due to its high quality, versatility, and affordability. Its zesty and crisp flavour profile makes it suitable for a wide range of occasions, while its lower price point in comparison to Champagne makes it accessible to a larger audience without comprising on taste or quality,” she said.

Price is a major factor in the popularity of Prosecco, especially among new wine drinkers, according to Indeya Passfield, Marketing Manager, Fourth Wave Wine.

“We’ve seen an increase in popularity due to Prosecco’s affordability in comparison to Champagne. When consumers are entering the wine category, they tend to be slightly risk adverse so err towards a more accessible option that doesn’t compromise on quality, and that’s where Prosecco thrives,” she said.

Prosecco also benefits from its more accessible image when compared to other sparkling wines, which Christian Dal Zotto, Branding and Marketing Manager, Dal Zotto Wines said can draw in consumers beyond traditional wine drinkers

“It’s a sparkling wine that anyone can enjoy, even if they’re not a dedicated wine enthusiast. There’s no pretension about it. It’s simply fun, fresh, and absolutely delicious. Its versatility makes it perfect for any occasion, from casual get-togethers to celebrations, making it the go-to choice for many,” he said.

Additionally, Prosecco has particular appeal among younger adults, due to its popularity on social media platforms, according to Leanne De Bortoli, Yarra Valley Estate Manager, De Bortoli Wines.

“In Australia, the rise of social media and lifestyle marketing has also played a significant role in elevating Prosecco’s status. Influencers and lifestyle brands have embraced it as a symbol of celebration and enjoyment, particularly during summer.”

Sun and celebration

Prosecco is a versatile varietal, with consumers choosing to drink it for a range of reasons and in a multitude of different ways. According to De Bortoli, spring and summer are ideal periods for Prosecco consumption.

“Prosecco is a popular choice for the warmer months due to its refreshing, bubbly nature. The wine’s crisp acidity and light body make it incredibly thirstquenching, perfect for outdoor picnics and summer celebrations. Its versatility means it complements a variety of light summer dishes, such as salads, seafood, and grilled vegetables,” she said.

“Its zesty and crisp flavour profile makes it suitable for a wide range of occasions, while its lower price point in comparison to champagne makes it accessible to a larger audience without comprising on taste or quality.”

Katherine Brown, fourth generation Brown family winemaker, Brown Family Wine Group

Additionally, this period of the year is often time for celebration, with Prosecco serving as an alternative to traditional sparkling wines at key occasions.

“It’s easy drinking that is best served chilled. The lively bubbles and refreshing taste make it a go-to choice to cool you off in the summer heat, and there is just something ‘sparkly’ about sharing a glass with friends. As Aussies, we really lean on the warmer months for celebratory moments and casual get-togethers, so whether you’re marking a milestone or ringing in the New Year, the affordable and effervescent sip is a great option,” Passfield said.

According to Giancarlo Guidolin, President, Consortium for the Protection of the Controlled Designation of Origin Prosecco, the wine is particularly popular in Australia as it is well-suited to a range of cuisines.

“Given the multicultural nature of Australia, the country offers a variety of cuisines, including Asian, Mediterranean, and Middle Eastern cuisines, and Prosecco pairs well with these foods,” he said.

Prosecco can also be consumed in cocktails and spritzes, which bolsters engagement with the category.

“Australians are increasingly enjoying Prosecco in various ways. It’s commonly served as an aperitif, enhancing the dining experience at brunches and lunches,” said De Bortoli.

“Moreover, Prosecco has made a significant mark in the cocktail scene. Its bubbly nature and crisp flavours make it perfect for mixed drinks, making it a popular choice at summer gatherings and parties. Its versatility keeps it in the spotlight, whether it’s being enjoyed on its own or in a refreshing cocktail.”

What’s in a name?

In November last year, Australian producers won the right to legally produce Prosecco, when an EU Trade Deal that would have restricted the use of the term to Italian wine was rejected by the Australian Minister for Trade and Tourism.

Prosecco has been recognised as the name of the grape, not a region in Italy. Australian producers worked together to campaign for the right to use the Prosecco name.

“The fight to keep the Prosecco name has seen producers from across Australia come together, it’s a true testament to the collaboration of our wine industry. It means so much for producers and by continuing our pursuit to keep the usage of the Prosecco name in Australia, future winemaking generations will have the freedom to use all grape varieties and can continue to innovate or work with new varieties,” Brown said.

Italian Prosecco distinguishes itself through the use of the label Denominazione di Origine Controllata (DOC), or Controlled Designation of Origin. Italian Prosecco can be produced in two regions, termed Denominazione di Origine Controllata e Garantita (DOCG), Conegliano Valdobbiadene – Prosecco and Asolo – Prosecco.

The Consortium Assembly for Prosecco DOC approved two new styles in February this year, with Italian producers now able to make Prosecco in the Riserva style, which requires a minimum of 12 months fermentation in an autoclave, and Trieste style, which uses bottle refermentation.

The next steps

While Prosecco has been celebrated for its affordability, premiumisation rises as a possibility for further growth as the category matures.

“We absolutely believe that there is ample opportunity to elevate the Prosecco category through premiumisation. Brown Brothers Prosecco Brut NV exemplifies this shift towards a more sophisticated offering.

“While affordability has played a role in Prosecco’s popularity, introducing premium options like Prosecco Brut can attract a wider range of consumers and cater to varying tastes. This evolution towards premiumisation is a necessary step for the category’s future growth and success,” Brown said.

Supporting Australian producers is key. Retailers can really make an impact by working with local wineries like ours to bring the best Prosecco to their customers.

Christian Dal Zotto, Branding and Marketing Manager, Dal Zotto Wines

This potential premiumisation is further supported by the worldclass quality of Australian Prosecco.

“Australian consumers are becoming much more savvy about their Prosecco choices. They’re starting to favour locally produced Prosecco over the cheaper imports from Italy. The reality is, the high-quality Italian Proseccos rarely make it to our shores, but here in Australia, we’re producing world-class Prosecco that’s simply delicious. Consumers are recognising that, and they’re choosing Aussie Prosecco for its superior quality,” Dal Zotto said.

This quality is driven by Australia’s suitability to Prosecco growing, with climate conditions mirroring those in Italy, where the grape was first grown.

“Australia’s conducive climate, specifically in the King Valley of north-east Victoria, makes it an ideal location for growing Prosecco grapes. Brown Family Wine Group, a pioneer in Prosecco production in Australia since 2007, recognised the similarities between the King Valley and north-east Italy, leading to the successful planting of Prosecco vines at their Banksdale vineyard. The cool climate and high altitude of the region provide the optimal conditions for producing premium Prosecco grapes,” Brown said.

Dal Zotto advised retailers to focus on quality Australian Prosecco to effectively capitalise on the category’s growth.

“Supporting Australian producers is key. Retailers can really make an impact by working with local wineries like ours to bring the best Prosecco to their customers. And we’re here to help. From in-store promotions to activations, we can collaborate to create exciting, engaging experiences that will not only boost sales but also enhance the consumer’s connection with Australian Prosecco.”

A spritz of this

Adjacent to the Prosecco category has been the rise of Prosecco spritzers, either made at home or sold in ready to drink formats.

“Prosecco can be delicious on its own, however Aussies love a spritz. The trend doesn’t appear to be slowing down and actually contributes to the popularity in Prosecco,” Passfield said.

De Bortoli explained why Prosecco is a good base for spritzers.

“Mixing Prosecco with flavourful ingredients creates a light, enjoyable drink that’s perfect for social occasions. With the increasing interest in lower-alcohol options, spritzers are a smart choice for those looking to enjoy a drink without overindulging. Plus, they’re visually appealing, often garnished with fresh fruit or herbs, which makes them perfect for sharing on social media. Overall, Prosecco spritzers embody a fun and relaxed approach to drinking that resonates with today’s consumers.”