The 2024 edition of the campaign included expanded efforts in
retail and restaurant promotions, influencer marketing, and
consumer events
NEW
YORK, Aug. 27, 2024 /PRNewswire-PRWeb/ -- The
Prosecco DOC Consortium, the entity that oversees the production of
the world's most popular sparkling wine, is excited to share the
results of the seventh annual National Prosecco Week (NPW) that
took place from June 24th through June 30th
2024.
Building on the success of previous editions, this year's
celebration was once again produced in partnership with Colangelo
& Partners, with the goal of elevating awareness of Prosecco
DOC and Prosecco DOC Rosé among trade professionals, media,
consumers, and restaurant and retail chains.
"This year's campaign was a resounding success. We are excited
by the growing participation and positive feedback we received,
especially in the restaurant and retail space. This is a
significant moment for the Denomination and we are optimistic that
this positive momentum will persist and expand in the future,"
said, Giancarlo Guidolin, newly-appointed President of
Consorzio Prosecco DOC.
National Prosecco Week's retail and restaurant promotion noticed
an extraordinary increase in participation in 2024 by 72.3%,
reaching almost 2,000 partners between retail stores, restaurants,
importers, and distributors. For the first time in 2024, Albertsons
Companies participated in National Prosecco Week, engaging in
social media and in-store activations across hundreds of California
Safeway, Vons and Pavilions stores. Other retailers included Bottle
King, the largest retailer of wine, beer, and spirits in
New Jersey, Twin Liquors, which
has over 100 locations in Texas,
and Binny's, which participated with their e-commerce and 45 of
their stores across the Midwest.
Doug Jeffirs, Director of Wine
Sales at Binny's commented: "The National Prosecco Week promotion
put a spotlight on what a quality and value proposition Prosecco
DOC represents in our sparkling wine category. Further elevated
with sampling and education opportunities in our stores, Prosecco
DOC sales significantly increased during this promotion."
This year a new initiative, the National Prosecco Week Roadshow,
was implemented and featured a series of events in Phoenix, Seattle, and Houston aimed at raising awareness about
Prosecco DOC in the weeks leading up to National Prosecco Week. In
each city, a Master Sommelier presented information on the history
and production of Prosecco DOC, educating over 60 media and trade
in these secondary markets.
Another new effort for the 2024 edition of
National Prosecco Week was the inaugural National Prosecco
Week Cocktail Competition, facilitated between Prosecco DOC and
United States Bartenders' Guild. Bartenders from all over the U.S.
were invited to showcase their creativity by crafting a signature
cocktail featuring Prosecco DOC. The campaign received 57
submissions, including an esteemed panel of judges who crowned the
Judge's winner. The top ten contestants participated in a social
media blitz showcasing their cocktails on their social channels,
encouraging their audience to engage with them, vote for their
signature drink, and win the People's Choice Winner title.
Jarrette Moore, Interim Executive
Director of the USBG, said "Launching the first-ever USBG Prosecco
DOC Cocktail Competition speaks to the heart of our mission of
education. We were excited to debut this program for the
hospitality community, offering an opportunity to explore this
heritage beverage from Italy while
getting creative with cocktail creations. The inspiration was
astounding, and we'll be sipping this year's winning entries while
dreaming of Italy and what next
year's competition will bring."
The buzz created on social media from the Cocktail Competition
blitz added to the success of the Prosecco DOC USA social media pages during the 2024 edition
of National Prosecco Week. Throughout June, 32 pieces of content
were created on the Prosecco DOC Instagram page, including Reels,
single images, carousels, and collaboration posts courtesy of our
influencer partners, garnering 145,568 impressions and 27,859 total
engagements.
Additionally, the 7th consecutive edition featured more
influencer partnerships than any previous year. In total, there
were 53 influencer partners whose content resulted in 1,128,248
impressions and 421,556 engagements. The overarching representation
on social media increased by 47,8% in impressions and a 170%
increase in engagements from 2023.
This year, Eataly North America returned as a partner from 2023.
The Italian retailer hosted in-store promotions with dedicated
displays for Prosecco DOC and educational postings about the
Consortium in their New York City Flatiron, Chicago, and Los
Angeles locations. These venues also held consumer events
during National Prosecco Week, hosted by Jermaine Stone, founder of The Original Wine
& Hip Hop, educating over 300 participants across the United States. The number of participating
consumers increased by 58.9% compared to 2023.
In addition to consumer events, in San
Francisco, Los Angeles, and
New York, a series of sensory
seminars focused entirely on Prosecco DOC were led by Dr.
Hoby Wedler. Over 50 industry
professionals experienced this unique event immersed in an
exploration of senses with the help of a specially designed kit
that combined olfactory and tactile elements.
The following renowned Prosecco DOC brands participated in the
seventh edition of National Prosecco Week: Antonio Facchin & Figli, Avissi, Bottega,
Brilla!, Ca' Furlan, Candoni, Cantine Maschio, Carletto, Fantinel,
La Cantina Pizzolato, La Marca, La Gioiosa, Mionetto, Polvaro,
Ruggeri, Scarpetta, Tosti 1820, Val d'Oca, Valdo, Villa Sandi,
Voga, and Zardetto.
To add to the excitement surrounding the 7th edition of National
Prosecco Week, the Denomination reached a historic milestone in
July 2024, bottling 500,000
hectoliters in one month. The United
States is driving the category's global success, remaining
the top market for Prosecco DOC sales, importing 42.9 million
bottles (up 4.7%), making up 24.5% of the 175.3 million exported
worldwide between January and April
2024.
National Prosecco Week's continued growth shows the
Denomination's upward trajectory in the US market and reinforces
the Consorzio's commitment to improving the campaign each year all
while maintaining their consumer-oriented approach and a focus on
sustainability. More information on how NPW has evolved over the
years can be found on its website.
About National Prosecco Week
National Prosecco Week is the biggest nationwide celebration of
Prosecco DOC in the US yet and centers on a nationwide e-commerce
and retail promotion, now with over 1,000 e-commerce and
brick-and-mortar stores across 30 states. The campaign also
includes a full digital media and marketing program, strategic
media partnerships and influencer activations, such as Instagram
Live tasting, virtual seminars, and e-commerce retail promotions.
All National Prosecco Week activities seek to educate media and
consumers about Prosecco DOC and showcase its ability to be enjoyed
on a variety of occasions and with a wide range of cuisines. For
more information check out the National Prosecco Week website.
Media Contact
Daniela Porro, Colangelo &
Partners, 717.798.1159, dporro@colangelopr.com
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SOURCE National Prosecco Week