Conegliano Valdobbiadene Prosecco Superiore DOCG: a real success

Conegliano Valdobbiadene Prosecco Superiore DOCG: a real success

To confirm the great success of the fifty-year denomination is CIRVE, Centro Studi di Distretto di Conegliano and Valdobbiadene, which records a + 2% turnover driven by exports to + 6.3%. However, the number of sparkling wine houses and employment in the supply chain are also increasing.

Success, not only in terms of turnover, is the latest consequence of a strategic project of the Consorzio di Tutela del Conegliano Valdobbiadene Prosecco Superiore, which envisages actions on several fronts.

The growth is not only the turnovers, but also the number of sparkling wine houses (to date there are 185), as well as the percentage of employees in the sector: + 10% in the vineyard, + 9% in the cellar, + 3% the winemakers in full-time, + 7% administrative staff, and well-dedicated export staff. The denomination as a whole, 15 municipalities between Conegliano and Valdobbiadene, according to the most recent estimates counts 6,245 employees employed in the production of Conegliano Valdobbiadene Prosecco Superiore DOCG.

On a national level, the Conegliano Valdobbiadene Prosecco Superiore market records the sale of over 50 million bottles for a value of approximately 280 million euros.

In 2017, exports continued to give satisfaction with growth of + 1.6% in volume but well over 6.3% in value. The main European importing countries continue to grow, such as Germany, which grows by + 8.4% (it is practically stable in volume with over 7 million bottles), and remains the first market for European exports of Conegliano Valdobbiadene Prosecco Superiore DOCG ; followed by Austria (+ 14.5% in value and + 5% in volume), and the United Kingdom (+ 38.5% in value and 35% in volume). The US market continues to be an interesting market due to growth rates (+ 16.4% in value and + 17.8% in volume) and although other more recent destinations have registered a modest contraction, the exception is China and Hong Kong (+ 14.3% in value and + 6% in volume) and in African countries, plus other Asian countries (Taiwan, South Korea, Kazakhstan, Sri Lanka, Azerbaijan, Georgia, Armenia, Turkmenistan, Kyrgyzstan, Uzbekistan, Nepal) which are growing overall of 14% in value and 9% in volume.

The parable of the Conegliano Valdobbiadene Prosecco Superiore continues to grow even in the large-scale retail channel which, thanks to the increasingly important role played by the purchasing centers, is growing significantly. In 2017, the North West gained first place by volume (+ 6.6% on 2016) and by value (+ 11.8% on 2016); the North East follows with a growth on 2016 of 6.7% in value and 2.6% in volume, but those who have accelerated definitely are Central and Sardinia, which grows by 11.8% in value and 8.9% in volume and in the South which records a + 19.3% in value and + 17% in volume, which in the future are establishing themselves as the markets of further expansion of Conegliano Valdobbiadene Prosecco Superiore. For 2018, the available data are confirming the same growth trend: sales at + 11% volume and + 15% value, 350 million dollars, 65 million more than Champagne, 270 more than Cava. In terms of volume representation, 7 out of 10 Italian sparkling wine bottles are Prosecco, 1 out of 2 on total imported bubbles, and 1 out of 5 on the total sparkling wines sold.

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