After the emergence of “Calsecco” — a Californian-made sparkling wine inspired by the hills of Conegliano and Valdobbiadene — Italian winemakers are facing a fresh challenge from across the Atlantic. A new beverage, dubbed Phosecco, is drawing scrutiny from the Prosecco Consortium for what it sees as an attempt to capitalize on the reputation of the country’s most famous sparkling wine.
Phosecco, produced by US startup Five Flowers, contains no alcohol and is not made from grapes. Instead, it is a THC-infused, cannabis-derived sparkling drink positioned as a light and relaxing alternative to wine — “without the hangover,” according to the company. Despite its divergence from traditional winemaking, the name, packaging, and promotional messaging appear to be aligned with the image of Prosecco.
Five Flowers is targeting a younger, wellness-oriented demographic. The product is sold in bottles featuring the wire cage typical of traditional sparkling wines and is made from water, natural flavourings, malic acid, tannins, and hemp extract. Retailing at approximately $35 per bottle, Phosecco is also available in a CBD variant, offering the calming effects of cannabis without the psychoactive impact of THC.
The product is legally sold in several US states under the framework of the 2018 Farm Bill, which permitted the sale of hemp-derived products provided they meet federal and local regulations.
However, the name’s clear reference to Italy’s most exported sparkling wine has raised alarm among producers, who see it as part of a broader and persistent ‘Italian-sounding’ trend — where foreign companies adopt Italian-sounding names or branding to lend products a veneer of authenticity and prestige.
The Sistema Prosecco, which oversees the DOC and DOCG Consortia for Prosecco, Conegliano Valdobbiadene, and Asolo Montello, said it became aware of the product during promotional visits to the United States. While legal action is possible, the group acknowledges that litigation abroad — particularly in the US — can be prohibitively expensive and complex.
“The three Consortia will continue to monitor and take coordinated, decisive action against all forms of misuse and exploitation of the denomination,” said Giancarlo Moretti Polegato, president of Sistema Prosecco, who has previously led legal action in Poland to protect the integrity of the Prosecco name.
The latest case highlights a growing challenge for Italy’s food and beverage sector: how to defend its geographical indications and brand equity in international markets where imitation and creative rebranding are becoming increasingly sophisticated — and legal grey areas are more common.
L’articolo Italy’s Prosecco faces new threat from US cannabis drink ‘Phosecco’ proviene da Italianfood.net.
