The Prosecco DOC wine is experiencing a remarkable surge in the Chinese market. During the first six months of 2026, the denomination reported a record-breaking growth of over 30% compared to the same period last year. With approximately 1 million bottles currently absorbed by the region annually, China is a strategic and rapidly evolving market for Italian producers.
A new narrative driven by Gen Z
To sustain this momentum, the Consortium for the Protection of Prosecco partnered with the University of International Business and Economics (UIBE) and the Beijing Language and Culture University (BLCU). Led by sommelier David Cheng, these sessions introduced over 100 students to the history of the designation, the Martinotti Method, and modern mixology applications, such as the iconic Spritz.
Connecting through cultural dialogue
Giancarlo Guidolin, President of the Consortium, emphasized the importance of this cultural exchange: “Prosecco DOC is a global ambassador of the Italian lifestyle. Seeing young Chinese students reinterpret our product with such creativity confirms that the path of cultural dialogue is the right one. These results provide concrete momentum for our future promotional strategies.”
Students engaged in a rebranding exercise, proposing creative Chinese names based on themes of joy and conviviality, and suggested marketing strategies rooted in the guochao trend—the movement that values products capable of blending traditional Chinese aesthetics with contemporary global lifestyle trends.