Prosecco is more popular than ever: why this Italian sparkling wine continues to grow in popularity

Wine consumption is falling worldwide, and this is also being felt in Italy. As a result, several Italian wine-growing regions are discussing lower yields and limiting new plantings. But in the north-east, the picture is different: there, Prosecco is actually poised for further growth.
Text: Ingrid Larmoyeur (The Wine Institute)| Image: Unsplash

That contrast is striking. Global wine consumption has fallen by around 8% over the past ten years, with red wine in particular struggling. White and sparkling wines are faring better. And that is precisely where Prosecco comes in. In 2025, the entire Prosecco region produced nearly 6 million hectolitres of wine. A record 667 million bottles of Prosecco DOC alone were bottled.

Successful

Why is Prosecco so successful? The wine fits in well with what many consumers are looking for these days: fresh, fruity, approachable and, in most cases, not too high in alcohol. What’s more, Prosecco is perfect for many occasions: as an aperitif, with light dishes and, of course, in popular cocktails such as the Spritz. And whilst Champagne remains, for many people, a wine for special occasions, Prosecco is much more clearly a sparkling wine for everyday enjoyment.

Incidentally, Prosecco is no longer the name of the grape variety. In 2009, the historical name ‘Glera’ was officially reinstated as the name for the grape variety; ‘Prosecco’ is now the protected designation of origin. This includes Prosecco DOC and the smaller DOCGs Conegliano Valdobbiadene Prosecco Superiore and Asolo Prosecco.

No less than 82% of Prosecco DOC is exported. Growth has been so strong that the area under Glera vines has increased by more than 300% over the past twenty years. Nevertheless, producers do not wish to continue expanding indefinitely. Supply and demand must remain in balance to protect the value and reputation of Prosecco.

Don't want to miss a single edition? Subscribe then subscribe to WINELIFE Magazine now!

Want to stay up to date with the best articles? Follow WINELIFE magazine on Instagram, Facebook and sign up for our fortnightly newsletter.