In a refined effort to clarify some sparkling details, an Italian wine association is gently reminding British drinkers that not all bubbles are created equal, especially when it comes to the term “prosecco”.
In a series of posters charmingly displayed on the London Underground, a wine barrel appears alongside the message “This is not prosecco. Do not call it prosecco if it is a common effervescent wine”.
This courteous reminder is being showcased across more than 80 locations in the city, anticipating a respectable audience of around 15 million during the two-week campaign that began on December 18.
The Prosecco DOC Consortium, the self-appointed guardians of all things prosecco, emphasises the importance of protecting the term, a safeguard they’ve maintained under EU law since 2009.
It’s essentially wine etiquette with an Italian flair.
This particular wine, proudly flaunting its geographical designation label (DOC), insists on being crafted exclusively in the esteemed Italian regions of Veneto or Friuli-Venezia Giulia. No knock-offs allowed!
The consortium is keen on maintaining the purity of the prosecco brand, even boasting about their legal victory over Australian producers in a Singapore court. Their win ensures that only wines of genuine Italian origin can carry the coveted “prosecco” label, settling a diplomatic fizzy dispute with Australia.
But the consortium’s mission extends beyond safeguarding wine authenticity. They claim to be vigilantly protecting the term from being borrowed by soaps, candles, e-cigarettes, chocolates, and candy, closely monitoring over 50,000 websites to ensure no imitations slip through the cracks.
Stefano Zanette, the head of Consorzio Tutela Prosecco DOC, diplomatically noted: “It is a tradition for us to carry out an important international communication campaign at the end of the year, aimed to underline the consolidated role for Prosecco DOC in celebrating the most anticipated festivities.”
He added: “With this in mind, the Consorzio focuses on its major markets including Italy, the English and German-speaking countries with a cross-media project that will convey our message through traditional and new media, as well as with artistic and innovative installations.”
Diego Tomasi, director of the Conegliano Valdobbiadene Prosecco DOCG consortium, underscores the uniqueness of their wine, cautioning against attempts to replicate the Italian essence. He maintains that the distinct Italian vibe and flavour cannot be copied and must be respected.
On the other side of the Channel, the prosecco party might be losing some of its effervescence. Drinkers are reportedly exploring other fizzy alternatives, with a steady 0 percent growth rate between 2017 and 2022, according to drinks analysts IWSR. It seems prosecco might need a subtle refresh to keep the bubbles flowing.
