The Ministry of labour in these days is analyzing the Prosecco district as one of the five case studies to combat the crisis. As demonstrated by the data presented yesterday (19.12.2011) by Centro Studi di Conegliano Valdobbiadene District, the Observatory in wanted 2004 by the Consorzio di Tutela, the Prosecco Superiore vale 65,7 millions of bottles, with an average annual increase in volume, from 2003 today, of + 9,5% and an overall growth of 60% value, passed by 250 million to EUR 400 millions. This development allowed the creation of new jobs, particularly in specialized tasks of export manager ( + 2% in the last year) and winemaker ( 1,5 for basement) and today the 166 manufacturers employ more than 5.000 people. This is, then, a healthy district, whose success, According to the survey of the Centro Studi, is due to two factors, as explained by Vasco Boatto ( Università degli Studi di Padova). The first is the increase in the national market, Despite the crisis, He recorded a +51,7% with respect to the 2003, reaching a volume of 40,77 millions of bottles. In particular, as evidenced by Giancarlo Gramatica ( Symphony Iri Group), the Modern distribution channel, and the Conegliano Valdobbiadene docg spumante proves more sold and most beloved of Italy with sales of 12,89 millions of bottles (+ 4,4%) in this channel.
Exports on the rise. Over the past eight years the export grew by +98% reaching a volume of 24,73 million bottles while in 2003 slightly exceeded the 12 millions. Today about the 40% the entire production is exported in the five continents. First market will confirm Germany, with the 34,3%, followed by United States (+81,9% in comparison to the 2009) and Canada (+44,6%), holding altogether 19% of export. In third place is the Switzerland, with the 15% of sales.
Growing is the sparkling wine, that reaches the 90% of volumes, to demonstrate that Conegliano Valdobbiadene Prosecco Superiore is increasingly high quality bubbles.
Export growth is due to the entrepreneurial capacity of the companies, who have been able to diversify its strategy: Today the 80% exports the Conegliano Valdobbiadene Prosecco Superiore in over 50 Countries.
Consumer profile and challenges for the future. The survey presented by Eugenio Paschalidis ( Federico II University of Naples) and accomplished on the Ac Nielsen panel, the consumer of the Conegliano Valdobbiadene Prosecco Superiore is characterized by a medium-high income and good brand loyalty. On four families who buy this wine, three buy exclusively Conegliano Valdobbiadene Prosecco when talking. Despite this the Prosecco doc grows and this means that changes in 2009 have brought positive outcomes and today there is no competition but complementarity between the two categories.
There are, however, challenges for the future, as highlighted during the presentation of the Research Center by Daniel Fornari ( Tscherms – Università Bocconi in Milan), which highlighted as vital for the future is the defense of the value of the Conegliano Valdobbiadene, both the modern channel in traditional channel ( restaurants and wine bars).
In this direction is the strategy of the Consorzio Tutela Conegliano Valdobbiadene, that in 2012 will enhance the promotion plan to make know the Prosecco Superiore. "We have three distinctive elements: the story and the experience, the territory and then the typical, human capital and therefore the competence. -Says the President Innocent Nardi. – Exploit them will be our goal to strengthen our identity. Alongside this effort with other consortia will be the protection of the Prosecco name worldwide». In this sense, important innovations were released from On. Giancarlo Scottà, MEP veneto, Member of the Committee on Agriculture, He pointed out that in recent days has reached the milestone of insertion of Prosecco in U.s.-Europe bilateral agreement.