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ITALY
– NEW APPELLATION –
Valerio Cescon, chairman of Cantina La Marca
15% of total sales. The significant increase in demand for Prosecco,
both white and rosé, coupled with stable supply has resulted in price
increases for the 2021 harvest.
To enhance the value of the product, consumers need to understand
that Prosecco rosé is not a better or worse version of the ‘original’
Prosecco. Prosecco rosé is simply a different iteration of Prosecco.
Differing price points can and should be justified by the longer
production process but also and above all by the effects it has on the
wine in terms of development of aroma, body and bubbles. Prosecco
rosé is therefore not a ‘cheap’ version of classic method rosés, nor is it
a wine for women. “Unique, but for everyone!” should be its slogan.
The key markets are Australia, the Russian Federation, Finland,
France, Germany, Great Britain, Greece, Italy, Latvia, Lithuania,
Norway, Poland, Czech Republic, Slovakia, United States, Sweden,
Switzerland and Ukraine.
LA MARCA
Founded in 1968, La Marca now represents about 5,000 winegrowers
who manage some 15,000 hectares of vineyards, divided between the
group’s 8 wineries, all of them located in the heart of the Prosecco
region in the province of Treviso. The company’s philosophy is based
on regional focus, co-operation and sustainability.
Despite the uncertainties caused by Covid-19, its performance
over the last two years has been better than hoped for, as off-trade
sales more than compensated for losses in the on-trade. Launching
Prosecco rosé helped, as it is a wine aimed at everyone with a fresh
WINTER 2021 GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE 109