Prosecco DOC exports to China rise more than 30% in the 1st half of 2026
Prosecco DOC shipments to China increased by more than 30% year on year in the 1st half of 2026. The Consortium also held 2 educational masterclasses in Beijing where more than 100 students learned about the denomination and developed their own brand interpretations.
Exports and production base
China is emerging as a strategic market with continued growth potential for Prosecco DOC while much of the wine sector faces a different trend. Exports to China increased by more than 30% in the 1st half of 2026 compared with the same period of 2025. The reported increase corresponds to an annual volume of about 1 million bottles, although China accounts for only 0.2% of the denomination’s total exports.1
The Prosecco DOC production area extends across Veneto and Friuli-Venezia Giulia. Its supply chain comprises 12,322 winegrowers, 1,110 wineries and 350 sparkling-wine producers.1
Masterclasses in Beijing
The Prosecco DOC Consortium recently organized 2 masterclasses in Beijing with the University of International Business and Economics (Uibe) and Beijing Language and Culture University (Blcu). David Cheng, a sommelier from the Italian Sommelier Association (Ais), led more than 100 Chinese students through the denomination’s history, the Martinotti method, wine tasting and mixology, including preparation of the classic Spritz.1
The tastings presented wines from 13 DOC producers: Borgo Molino, Bosco del Merlo, Bottega, Brilla!, Cantina Trevigiana, De Stefani, La Gioiosa, Masottina, Martellozzo, Paladin, Piera 1899, Tenuta Sant’Anna and Valdo.1
Students also completed brand-reinterpretation exercises. Their proposals included Chinese renderings of the Prosecco name using characters associated with joy, effervescence and conviviality; partnerships with television programs about wellness and slower living; local brand ambassadors; and co-branding influenced by guochao, a movement that gives contemporary expression to Chinese identity. Another proposal positioned Prosecco DOC as a drink for relaxed afternoon occasions.1
Consortium response
Consortium president Giancarlo Guidolin described Prosecco DOC as a representative of Italian lifestyle internationally and said the masterclasses offered a new perspective on a market where the denomination intends to develop with respect, curiosity and a long-term outlook. He viewed the students’ interpretations as support for cultural dialogue and said the outcome would inform future promotional strategies. Guidolin thanked Uibe, Blcu and David Cheng for their roles in the initiative.1
According to the account of the program, the exchange showed how Italian aesthetics and food-and-wine culture can connect different cultural settings. It also supplied the Consortium with ideas for future positioning campaigns in China.1
Sources
Written by the Dionysus editors from the sources above.
