Despite global trade challenges, Prosecco proves its resilience on the international stage. According to the latest data from the Nomisma Wine Monitor, sales of Italy’s PDO sparkling wines—including Conegliano Valdobbiadene and Asolo—have demonstrated remarkable endurance, with emerging markets in Asia and Eastern Europe showing significant potential.
Resilience amidst tariff fears
Denis Pantini, head of the Nomisma Wine Monitor, notes that the product has successfully navigated the complexities of international trade. While fear of tariffs initially created a market anomaly in the United States, current performance remains robust. In the first five months of 2026, export volumes to the US have shown stability, even as the market adjusted to previous stockpile effects.
The surge of emerging markets
The real highlight is the impressive growth across the East. Thailand, Japan, and China are leading the charge. In China, while red wine consumption has slowed, younger consumers are increasingly turning toward white wines and, most notably, sparkling varieties. This shift highlights a strategic opportunity for Italian producers to diversify their footprint beyond traditional strongholds.
The role of retail and French appreciation
The Italian sparkling wine dominance is particularly evident in the retail sector, where it remains a top-tier choice for consumers. Furthermore, Italy’s most famous bubbles are winning over the home of Champagne. France itself has recorded a 13.4% increase in value, a trend attributed to the growing popularity of the aperitivo culture and the refined appeal of high-quality PDO offerings. As systems shift, both the DOC and DOCG denominations are finding unique ways to emphasize their distinct qualities, ensuring a bright future for the Italian wine industry globally.