The Italian consortium behind Prosecco DOC is using a range of marketing initiatives to increase the international visibility of the appellation. From cinema and sailing to large-scale advertising campaigns in the United Kingdom, the strategy goes beyond the wine itself. Italian lifestyle, culture, hospitality and regional identity are also firmly in the spotlight.
‘Share the Magic of… Prosecco DOC’ provides a recognisable thread throughout its communications. In the UK, the consortium is investing in visibility through advertising across the London Underground network and 20-second video advertisements on Prime Video. According to Harpers, posters appeared at 61 Underground stations. Running until mid-October 2026, the campaign combines outdoor advertising with digital video to reach a broad audience. The aim is not only to strengthen brand awareness, but also to highlight the quality, provenance and authenticity of Prosecco DOC. .
The UK activity forms part of a broader international marketing strategy. Earlier this year, ‘Share the Magic of Summer’ focused on summer occasions, socialising and the Italian way of life, with promotional activities in both the UK and the United States. The consortium is also seeking to strengthen its relationships with international professionals and consumers through gastronomic partnerships and educational initiatives. The UK remains an important market, accounting for more than 100 million bottles of Prosecco DOC annually, according to the consortium. .
Culture and sport also play a role in the brand strategy. Through ‘Share the Magic of Cinema with Prosecco DOC’, the Cinema in Cantina project brings film to wineries and vineyards in north-eastern Italy. Visitors can discover the producers and their wines before enjoying a film together. Now in its ninth year, the initiative connects wine culture with cinema, landscape and tourism. .
In sport, Prosecco DOC has established a presence in sailing. Through ‘Share the Magic of Sailing with Prosecco DOC’ and the Prosecco DOC Shockwave³ racing yacht, the consortium associates the appellation with innovation, performance and teamwork. In 2026, Prosecco DOC is supporting the Barcolana for the eleventh consecutive year as Gold Sponsor and Official Sparkling Wine. Its attention is also turning towards the 2027 America’s Cup in Naples. .
The common thread is a consistent international brand positioning. Prosecco DOC appears in places where consumers live, travel, relax and seek inspiration: from Underground stations and streaming platforms to wineries, film screenings and international sporting events. In this way, the consortium aims to increase recognition of the appellation while strengthening its association with Italian culture, regional identity and the wine’s provenance.