Is Prosecco losing its sparkle?

1st April, 2019 by Lauren Eads

A clean slate

While the UK has its own battles to fight, newer markets offer producers the luxury of a clean slate when it comes to marketing, with innovation and premiumisation a key focus in turning the tide on Prosecco’s value-driven approach, says Silenzi.

“We have developed innovative concepts over time, some of which are unique to Prosecco (Black, Grey and White Prosecco, Ice Prosecco). Rosé Prosecco is an interesting issue, and we believe can further fuel the category with its trendy image, as is happening for rosé wines all over the world.”

Many producers already make rosé sparkling wines, but have been unable to label it as Prosecco. For example, Freixenet’s pink ‘Prosecco’ is listed as ‘Italian Rosé’.

Similarly, Bottega will soon launch Stardust Rosé, inspired by its Bottega Stardust Prosecco DOC. This pink sparkler is made from Manzoni Moscato – a rare hybrid of Moscato d’Amburgo (Hamburg Muscadel) and Raboso Piave. Made from pink glass, the bottle is embellished by a “galaxy of diamond-cut crystals to create a stardust effect”.

However, soon it will be legal for DOC producers to produce a pink-hued Prosecco, with a planned change in the appellation laws expected to allow….

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