Case Study

Consorzio di Tutela Barolo Barbaresco Alba Langhe e Dogliani

Objective

National Prosecco Week (NPW) serves as the cornerstone U.S. promotional campaign dedicated to increasing awareness, education, and demand for Prosecco DOC across the American market.

Launched in 2018 by the Consorzio di Tutela Prosecco DOC in partnership with Colangelo & Partners, the initiative was developed to build on the denomination’s rapid growth in the United States and reinforce its position as one of the most widely enjoyed sparkling wines among American consumers.

The campaign’s goal is to promote the authenticity, quality, and versatility of Prosecco DOC while educating media, industry professionals, and consumers about its origin, production method, and cultural heritage. Through a multi-channel communications strategy—combining media outreach, influencer collaborations, trade education, retail and restaurant activations, festivals, events, and digital marketing—National Prosecco Week creates a unified national platform that connects producers with audiences across the country.

Results

Over the past eight editions, National Prosecco Week has become a major nationwide platform supporting the visibility and commercial success of Prosecco DOC in the United States, generating widespread participation across the wine trade, retail sector, hospitality industry, and consumer audiences.

Key outcomes include:

2,000+ retail stores, restaurants, and hospitality partners engaged across the country
Participation from major national retailers including Total Wine & More, Costco, Albertsons, Binny’s, and Eataly
Collaboration with 1,350+ independent retailers and 250 restaurants across more than 20 states
400+ annual media placements, generating an estimated 300 million media impressions per year

The campaign has also strengthened its educational component through initiatives such as the Prosecco DOC Roadshow, which brings expert-led seminars and tastings to key U.S. cities. These masterclasses engage sommeliers, wine buyers, educators, and journalists, deepening understanding of the denomination and its winemaking practices.

Experiential activations—including the Prosecco DOC National Cocktail Competition, sensory seminars led by internationally recognized experts such as Dr. Hoby Wedler, and cultural collaborations blending wine, music, and mixology—have further broadened the campaign’s reach among both industry professionals and consumers.

Complemented by influencer partnerships and nationwide digital storytelling, National Prosecco Week consistently generates millions of social media impressions and engagements, reinforcing Prosecco DOC’s reputation as a versatile, accessible, and culturally vibrant sparkling wine.

These integrated efforts have contributed to the continued growth of the denomination in the United States, which today stands as Prosecco DOC’s leading export market worldwide.

Summary

National Prosecco Week is the largest nationwide celebration dedicated to Prosecco DOC in the United States, organized annually by the Prosecco DOC Consortium with strategic direction and execution by Colangelo & Partners.

Since its debut in 2018, the initiative has developed into a comprehensive marketing and communications program designed to engage the entire wine ecosystem—from journalists and sommeliers to retailers, restaurateurs, and consumers. Each year, the campaign activates a broad network of partners across the country through coordinated promotions, educational experiences, and digital storytelling.

Activities include national media outreach, influencer collaborations, social media campaigns, retail and restaurant partnerships, and consumer-facing events designed to showcase the versatility of Prosecco DOC both on its own and in cocktails or food pairings. The campaign also incorporates educational initiatives and masterclasses aimed at strengthening trade knowledge of the denomination.

To build anticipation ahead of the annual celebration, the Consortium organizes roadshows and seminars in key markets, offering sommeliers, buyers, educators, and journalists deeper insight into the production methods, regional characteristics, and tasting profiles that define authentic Prosecco DOC.

Through this integrated approach, National Prosecco Week successfully blends education, lifestyle engagement, and commercial promotion, reinforcing Prosecco DOC’s cultural identity while driving visibility and retail momentum across the U.S.