According to new data provided by the Prosecco DOC Consortium, sales in Australia have grown 14% over the past six months, with more than 2.1 million bottles sold since the start of the year. Circana data dated up to the start of September reveals a similar trend, with total Prosecco sales in Australia reaching $181 million, up from around $60 million in 2017.
“These numbers are proof that Prosecco DOC is a product of excellence,” said Giancarlo Guidolin, President of the Prosecco DOC.
“It is the result of the passion, expertise, and dedication of the entire supply chain and the foresight of all the activities carried out by the Consortium, which places great emphasis on sustainability, research, and innovation.”
Additionally, Circana’s weighted data shows Australian Prosecco to be growing at a faster rate than Italian Prosecco, up 15.5% by value and 14% by volume, compared to Imported Prosecco’s 11.3% and 3.8% value and volume growth.
According to Katherine Brown, winemaker and Luxury Portfolio Manager at the Brown Family Wine Group, one factor contributing to the success of locally-produced Prosecco is its freshness.
“I think Australians are enjoying the bright, fresh characters of the Australian Prosecco,” she said.
“You do have to consider that Prosecco is drunk best when it's super fresh; and if it's being shipped over here, it's already got at least six months of age on it… So essentially we can have Prosecco grapes on the vine in February and that wine can be in bottle on the shelf by April.”
While difficult to demonstrate in data, it is likely that the separate growths of the Australian and Italian Prosecco categories share underlying consumer links and is reflective of a broader global trend that has already seen a 5% volume increase of Prosecco DOC production when compared to 2023.
Looking forwards, CEO of the Italian Chamber of Commerce and Industry Australia Rachele Grassi said “we expect the demand for DOC prosecco to continue to increase.
“Australian consumers have a passion for Italy and, knowing that by looking for the geographical indication Prosecco DOC they are guaranteed an authentic Italian product, they are transported to the sun-drenched elegance of a Mediterranean getaway,” she said.
Within Australia, the Frizzante variety of Prosecco DOC has seen an exceptionally substantial 144% volume increase, with 54 thousand bottles sold in the past six months. According to the Prosecco DOC Consortium, the recent growth is reflective of recent partnerships with the MotoGP World and Australian Championships and the Australian Superbike Championship.
Giancarlo Guidolin, President of the Prosecco DOC, says the Australian growth is especially notable “considering the ongoing issues with Australia regarding the protection of our designation.
“These issues are currently tied to the outcome of the negotiations on the free trade agreement with the EU, within which the protection of a list of European designations will be established,” he continued.
Given the chance to respond to this, Katherine Brown said “we're very passionate that Prosecco will continue to be the name of the variety that we originally planned to make the wine with. We will do everything we can to ensure that Prosecco remains Prosecco because we don't want to see it setting precedent for future varietal changes.”
Another factor underpinning the growth of both Australian and Italian Prosecco on the domestic market is their capacity to adapt and modernise, with Frizzante being only one example of Prosecco DOC innovation.
“From single-vineyard to the recently introduced rosé wines, there is now a style of wine for every celebration,” said Luke Collard, Sommelier at Civico 47, Sydney.
“Whether paired with Venetian Cicchetti or something more substantial, Prosecco DOC is now the world’s favourite bubbles. And you cannot make a proper spritz without it! I always have a bottle in my fridge.”
Brown Brothers has also recently added two new Prosecco SKUs: Mid Strength and Zero. Brown Brothers Prosecco Zero recently received recognition as the Non-Alcoholic Wine Gaining in Popularity at the 2024 Australian Drinks Awards.
“The Brown Brothers Prosecco Zero is just doing so well in the market, so we now have a Prosecco for the drinkers and the non-drinkers,” said Brown.
“[Also], the Mid-Strength is fantastic: that's actually my favourite because it does allow you to have that extra glass at lunchtime and then be able to get on with your afternoon.”
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