UC Davis Agricultural and Resource Economics

Andrea Dal Bianco, University of Padua

Prosecconomics: A remarkable transformation of the Italian sparkling wine sector

Date and Location

Tuesday, May 10, 2016, 12:10 PM - 1:30 PM
ARE Conference Room, 2102 Social Sciences and Humanities

Abstract

Prosecco is a sparkling or semi-sparkling white wine produced in the north-east of Italy. In recent years, we have seen very rapid growth in total production of Prosecco and in exports, especially to the United States and the UK. This market phenomenon was facilitated by regulatory reform in Italy. In 2009 the policy was reformed to allow the protection of “Prosecco” name, the production area was expanded and a new categorization of Prosecco was introduced. This workshop will first describe the Prosecco industry and its history as background for a more detailed discussion of the recent changes in policy and markets for Prosecco, and potential explanations for some surprising aspects of the growth in Prosecco consumption in the United States. This workshop will conclude with some practical work: a tasting of Prosecco!

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