Over 500 retail stores are participating between July 19-25 in the fourth annual national Prosecco week. The Prosecco DOC Consortium is using this campaign to introduce the Rosé category which was announced by the Consortium in 2019. The Italian Ministry of Agriculture allowed the production of Prosecco DOC Rosé in August 2020. The week long campaign goal is to educate media and consumers of the famous sparkling wine with events such as Instagram Live tastings and virtual seminars.

The Prosecco DOC Consortium tells ItalianFood.Net, “30 million bottles have been produced from January to May 2021, and we are forecast to export more than 80 percent of Prosecco DOC Rosé across the US, Canada, and the UK.” The Consortium anticipates this number to grow even more this year, estimating production to reach around 60 million bottles by the end of the year.