National Prosecco week returns with expanded marketing strategy
Prosecco DOC Consortium announces new activations for the US market as the Italian sparkling wine strengthens its foothold in its largest export market. The post National Prosecco week returns with expanded marketing strategy appeared first on The Drinks Business.
Prosecco DOC Consortium announces new activations for the US market as the Italian sparkling wine strengthens its foothold in its largest export market.
The Prosecco DOC Consortium has confirmed the return of National Prosecco Week (NPW), set to take place from 2-8 June 2025 across the US. Now in its eighth year, the campaign continues to expand its footprint with a mix of trade activations, consumer engagement, and digital marketing initiatives aimed at reinforcing Prosecco DOC’s position in its largest export market. Following a 17% rise in Prosecco imports to the US in 2024, the Consortium is looking to maintain momentum with a refreshed approach. This year’s campaign introduces a new visual identity under the tagline "Sharing the Italian Way of Life!", reflecting the brand’s focus on conviviality and accessibility.
Expanded retail and trade partnerships
Retail and restaurant collaborations will once again be a core element of NPW, with over 1,000 e-commerce and brick-and-mortar stores across 30 states expected to participate. The 2024 edition saw a 72.3% increase in trade partnerships, engaging 1,700 establishments and reaching 210 million consumers—an increase of 33.73% from the previous year. For 2025, NPW will provide participating venues with educational materials, promotional support, and digital marketing exposure, aiming to drive sales and consumer engagement through in-store tastings, dedicated Prosecco DOC promotions, and media partnerships.
Influencer marketing and digital engagement
Influencer marketing will remain a key focus, with Prosecco DOC continuing to collaborate with wine, lifestyle, and bartending content creators to showcase Prosecco DOC in various settings, from at-home enjoyment to cocktail-making demonstrations. The campaign will utilise social media to expand its reach and connect with a younger audience.Live events and trade activations
Among the major highlights of this year’s NPW is the return of the Prosecco DOC National Cocktail Competition, held in partnership with the United States Bartenders Guild. Bartenders will submit original Prosecco DOC cocktail recipes, with the top five competing in a live final in Las Vegas. A social media-driven ‘People’s Choice’ award will also be introduced. Elsewhere, sensory expert Dr Hoby Wedler will lead cross-sensory Prosecco DOC tastings in New York and Aspen, offering a blindfolded exploration of the wine’s characteristics. Additionally, Prosecco DOC will collaborate with Jermaine Stone’s Cru Luv Selections for an educational wine and hip-hop event, paired with a pasta-making masterclass and dinner featuring chef Andrea Belfiore in New York City.
Sustainability initiatives
In line with its sustainability commitments, Prosecco DOC has renewed its partnership with Cork Collective, a nationwide cork recycling programme. Collection bins will be placed at NPW events across the country, with the recycled corks repurposed for community projects.
