The Prosecco DOC Consortium has successfully concluded its recent promotional campaign in South Korea, titled “Uncorking Prosecco DOC 2026.” The initiative was designed to connect the vibrant Seoul culinary scene with the authentic Italian art of living, characterized by conviviality and premium lifestyle experiences. This strategic push into the Asian market underscores the growing appreciation for Italian excellence, as evidenced by a 9.8% surge in regional sales recorded between January and April 2026.
A strategic culinary dialogue
The campaign featured six prominent Italian wineries—Biasiotto, La Gioiosa, La Marca, Serena Wines 1881, Tenuta Santomè, and Torresella—which collaborated with over 35 top-tier restaurants and bars across Seoul. These venues integrated the sparkling wine into curated menus, creating unique pairings that bridged traditional Korean dishes with the nuanced profile of the Italian PDO product. Among the participants were acclaimed figures like chef Areum Yoon and representatives from Michelin-recognized establishments, highlighting the versatility of the wine in global high-end dining.
Industry engagement and cultural synergy
Beyond restaurant partnerships, the Consortium hosted four masterclasses for local Horeca professionals, sommelier associations, and key importers. These sessions were led by industry experts such as Sungjin Kwak and Miyeon Hong, focusing on the technical qualities and gastronomic potential of the product. Furthermore, the brand solidified its cultural footprint by participating in “Italy at Frieze Seoul” and serving as the Official Sparkling Wine Partner for the “Milan Loves Seoul” initiative during Seoul Fashion Week. President Giancarlo Guidolin emphasized that these efforts are key to consolidating the brand’s position as a premier ambassador of modern Italian lifestyle in a dynamic and highly strategic market.