After the publication in the Official Journal of the European Union, Prosecco rosé DOC has obtained the recognition that all the producers have been waiting for. The Italian sparkling rosé wine can now be sold beyond Italian borders. This important triumph represents a unique opportunity for the Italian wine industry which is now preparing to launch into foreign markets.
Prosecco rosé is a leading protagonist in the "sparkling rosé" category in international markets. The very first bottles are already on sale in various parts of the world with a newfound interest in this class of wine.
The pink variant of Prosecco DOC was officially recognised last May thanks to the National Wines Committee of the Ministry of Agriculture approving the modified Prosecco DOC production specification. The approval had, so far, only allowed wineries to produce and market Prosecco rosé exclusively within Italy. The official recognition of this class of prosecco has liberated a product of excellence, much loved by consumers, who are both conscious of origin and expert in all things wine.
The specification also defined the production methods of Prosecco rosé, consenting not only the Glera grape but also the Pinot Noir (between a minimum of 10% and a maximum of 15%). It is indeed this use of the red grape variety that gives this prosecco its unique pink tint.
Prosecco rosé and the foreign market
It is the publication in the Official Journal of the European Union 362/26 of 28th October 2020, that granted the rosé's recognition thus allowing the possibility of exporting and marketing Prosecco rosé DOC to the foreign market.
According to the specification, it can be released on the market from the 1st January following it's harvest. The prosecco formed from the 2019 grape harvest has been bottled only recently and this momentous modification in the ‘Gazzetta Ufficiale Italiana' was published only on the 11th August last year. From that date, and after their 60 day refinement (dictated by the same production specifications) it was possible to proceed with the Prosecco rosé's bottling. These bottles would have been destined solely for the Italian market without the last publication in the Official Journal of the EU which now allows the product to be marketed internationally as early as this year.
The Producers' Consortium for Prosecco DOC, which has a large number of members, has officially announced that there are at least 27 Italian companies that have requested and obtained the certification necessary for export. With these objectives in mind, the Consortium has said that:
"For this year, we hope to export 20 million bottles to the US, UK and northern European markets. This quantity we aim to double next year."
Even the minister of Agricultural Policies, Teresa Bellanova, welcomed the news believing that the EU green light is an important opportunity for Italian wine producers to conquer an ever growing market.
Prosecco DOC: 80% is destined for export
In 2019, of the 486 million bottles produced, 77.8% were destined for international markets. This year correlates with 80% of the production (of white and rose) going to export. Sales abroad will rise substantially in the last quarter of 2020, also thanks to the preparedness of producers, who despite tight deadlines, have managed to seize this opportunity.
Opening the borders of Prosecco rosé to the foreign market will boost the Italian wine sector. In fact, this may well be an important and unmissable opportunity for growth in international markets for Italian companies that are suffering from the COVID-19 emergency.