A new campaign to promote the highest quality Prosecco Conegliano Valdobbiadene wines as the perfect partner to afternoon tea.
To mark the 50th anniversary of Conegliano Valdobbiadene Prosecco Superiore DOCG, the Consorzio and Swirl are launching the #SuperioreAfternoon campaign.
Celebrating 50 years of heritage and protection
The Venetian hill towns of Conegliano and Valdobbiadene are the historical origin of Prosecco, whose history began in these demanding, vulnerable, vertiginous slopes more than three centuries ago. The vineyard area of just over 8,000 hectares includes 15 municipalities. Its boundaries have not expanded since it was recognised as a denomination in 1969.
#SuperioreAfternoon Campaign
#SuperioreAfternoon was launched for the press at The Hari Hotel, Mayfair on Monday 25th March. Wines from forty-two producers of Conegliano Valdobbiadene Prosecco Superiore DOCG were presented alongside “Napolitea”, the Hari’s acclaimed Italian-twist Afternoon Tea.
The quintessential feast of afternoon tea is so often accompanied by a glass of bubbly. What better opportunity could there be to introduce the many consumers who love Prosecco to the highest quality, most nuanced, characterful and refined expressions of their favourite wine. These airy mountain wines are, in every sense, #ProseccoElevated.
Producers and importers are encouraged to work with leading venues famous for their Afternoon Tea – no matter the style! This is accompanied by incentives to on-trade partners to offer an expanded selection of Conegliano Valdobbiadene Prosecco Superiore DOCG.
A key export market
The UK is the most important export market for this historic appellation by volume, with 7.4 million bottles sold in 2017. In the same year, 120 million bottles of Prosecco DOC were sold: Conegliano Valdobbiadene Prosecco Superiore DOCG represents just 6% of all Prosecco sold in UK.
Reinvigorating Prosecco
Exciting trends are emerging from Conegliano Valdobbiadene: wines are being made in diverse styles, increasingly from specified vineyards, and the current generation of producers is working with skin maceration, natural yeasts, lees-ageing, and long and slow secondary fermentation in their drive for nuanced, terroir wines with delicately perfumed aromatics and airy intensity. Dryer styles and site specific ‘Rive’ are the key trends to watch – key for attracting both consumers who may otherwise dismiss Prosecco as commodity over quality, and appealing to those looking to trade up from their usual fizz. The niche but characterful ‘Col Fondo’ style – a naturally cloudy Prosecco DOCG fermented in bottle – has great esoteric appeal.
Want to get involved?
Contact Madeleine Waters for more information on madeleine@swirlwinegroup.com
