The Consortium for the Protection of Prosecco DOC successfully completed an ambitious promotional plan for the Asian market, with a strategic focus on Japan and a significant expansion into Hong Kong. The goal remains clear: to consolidate brand recognition and stimulate a market highly coveted by every producer through direct consumer engagement, industry professionals, and high-profile partnerships.
Immersive Experiences in Japan
The core of the B2c activities took place between May 20 and 25. The Prosecco DOC Garden at the Tokyo Skytree featured a refined urban setup in Solamachi Plaza, where guests enjoyed sparkling wines paired with fusion finger foods. Meanwhile, the historic Hankyu Umeda flagship store in Osaka hosted a pop-up store, which included seminars and masterclasses dedicated to the authentic Italian aperitivo ritual.
Strategic Growth at Vinexpo Asia
From May 26 to 28, the Consortium took center stage in Hong Kong for Vinexpo Asia. The program was designed to showcase the extraordinary versatility of the most famous Italian PDO sparkling wine through a series of masterclasses and an exclusive media dinner titled Sparkling Dialogue: East Meets West. The event offered a creative pairing menu at the iconic Aqua restaurant, highlighting how this product complements international cuisines.
A 360-Degree Commitment
Beyond major events, the 2026 strategy included a roadshow with Chef Tsutomu Ochiai in Hiroshima and cultural collaborations in Kyoto and Tokyo. These initiatives are supported by a solid production structure involving over 12,000 producers between the Veneto and Friuli Venezia Giulia regions.
“Japan remains one of the most demanding, vibrant, and promising markets for our sparkling wines; a stage where Italian quality and lifestyle find an extremely attentive and knowledgeable audience,” comments Giancarlo Guidolin, Chairman of the Consortium for the Protection of Prosecco DOC. “Our 2026 strategy aims to transform brand awareness into a deep, experiential bond. Through synergies with institutions like the Italian Trade Agency in Tokyo and the collaboration of 25 of our wineries, we wanted to tell the story not just of a wine, but of the authenticity of a territory and the versatility of a product that pairs perfectly with international cuisines, as shown by our side events in Hong Kong during Vinexpo Asia.”
L’articolo Prosecco DOC Consortium Expands Strategic Presence in Japan, Hong Kong proviene da Italianfood.net.