“IN 25 YEARS, MARKET DEMAND FOR PROSECCO WILL EXCEED A BILLION BOTTLES”, SAID GIANLUCA BISOL AT WINE FUTURE IN HONG KONG, MOMENTARILY WINE CAPITAL OF THE WORLD

Gianluca Bisol caused quite a stir in 2006 when he declared that Prosecco would become the best-selling sparkling wine in the world by 2020: considering how fast the Venetian bubbly wine is growing, this result is now close at hand. At Wine Future in Hong Kong, world capital of wine these days, Bisol, head of one of the Prosecco dynasties of Conegliano and Valdobbiadene, declared to an audience of journalists, producers and influential opinion leaders (Robert Parker, Master of Wine Jancis Robinson): “I am raising the stakes - within 25 years, the market demand for Prosecco will exceed one billion bottles”.
Time will tell, but meanwhile the prices of grapes are, for the first time, even higher than those of Franciacorta, according to the Chambers of Commerce in Treviso and Brescia, showing the prices of Prosecco grapes at 1.20 euros a kilo and Franciacorta grapes at 1 euro a kilo.
Gianluca Bisol also talked about the international success of Prosecco and Cartizze, top of the quality name Pyramid: “Prosecco wine means pleasure and fun: its strength lies,” says Gianluca Bisol, “in its role not as a status symbol, but as a lifestyle symbol. It totally represents the quality and style of European life: sophisticated, modern and informal”. It is an amazing success, which Gianluca Bisol had foreseen, as he explained in Hong Kong: “In 2006, I publicly stated, ‘If world market trends for sparkling wine continue to grow at this pace for the next 14 years, by 2020 Prosecco will unquestionably be the best-selling sparkling wine in the world”.

Now I’m going to up the ante, declaring that within 25 years, the market demand for Prosecco will exceed one billion bottles. The Asian market”, concluded Gianluca Bisol, “could be very important if the various Proseccos are presented together, respecting and valuing their individual characteristics”.