The trade association for Prosecco has ramped up a global marketing campaign to promote the category, days before the Christmas break.
Commencing in Japan in October, the activity, organised by the Consorzio di Tutela della Denominazione di Origine Controllata Prosecco, has broken in six further countries, including the Italian sparkling wine’s domestic market. France, Germany, Monaco, the UK and the US have been targeted with television ads, out-of-home presence and “online and offline press hits”.
Financial details were not disclosed by the organisation.
Billboards have been utilised at transport hubs, including Metro stations in Berlin and Munich as well as bus stops across London. In the US, 15-second versions of the TV ads have run on screens in New York’s Times Square.
According to the most recent figures from the Consorzio di Tutela Prosecco DOC, the US overtook the UK last year to become the category's largest export market. The leader accounts for 25% share of total exports, leapfrogging the UK, which despite its growth, came in second with a 23% share.
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