The Premiumisation of Prosecco: A Necessary Evolution

Prosecco's worldwide success has been driven by its accessibility: fresh, versatile, and joyful. For many, it has become the sparkling wine of choice, a symbol of celebration that is both approachable and affordable. Yet in mature markets such as the UK, where competition is intense, this very strength risks becoming a limitation. Too often, I hear it said that Prosecco is in "a race to the bottom" on price. This is a danger we must all confront, because when Prosecco is seen only as cheap, its true value is diminished. If we wish to safeguard the future of our beloved wine, we must embrace premiumisation—not as a marketing trend, but as an imperative.

Premiumisation begins in the vineyard. In Conegliano Valdobbiadene, where Prosecco reaches its finest expression, the steep hillsides demand hand-harvesting. This laborious work costs two to three times as much as in Champagne. Add to this the investments required for longer fermentations, advanced temperature control, and modern vinification technology, and you begin to understand why great Prosecco is a wine of craftsmanship as well as joy.

At Bottega, we have pursued this path for decades. Techniques such as cryomaceration and extended fermentation in autoclave allow us to highlight structure and aromatic depth while respecting the unique character of the Glera grape. The result is wines with personality and complexity – wines that prove Prosecco can stand proudly among the world's most respected sparkling wines. But it is our responsibility to share this story more clearly with the world.



Premium Prosecco cannot thrive if it is only pushed through volume-driven channels. It must be positioned where its value is recognised: in fine dining, specialist retail, and travel retail. Airports, in particular, are a stage where international consumers encounter Prosecco at its best. With our Bottega Gold Extra Brut, we chose this route not simply to increase volumes, but to make a statement: Prosecco deserves a place alongside Champagne and Franciacorta in conversations about great sparkling wines. 

Wine is more than a drink; it is an experience - the inspiration behind our Bottega Prosecco Bar concept, which pays homage to the Venetian bacaro tradition. These spaces offer not only our wines, but also authentic Italian gastronomy, providing a cultural and emotional context that no supermarket shelf can replicate. Such experiences elevate perception, showing consumers the world in which premium Prosecco truly belongs.

Premium Prosecco is still a smaller part of total production, but its importance is growing rapidly. For me, this is not about short-term sales; it is about protecting the credibility and prestige of the entire category for generations to come.

The trade faces a simple choice: continue to compete only on price and risk commoditisation, or champion quality, education, and positioning, and build lasting value. Consumers are ready – they want to discover and enjoy Prosecco in its finest form.

Together, we must ensure Prosecco earns the respect it deserves - as one of the world's great sparkling wines.