BOTTEGA (PROSECCO) FROM THE USA: 'AMERICAN IMPORTERS SPLIT IN HALF'

"Their opinions are divided into two, either they are for or against the tariff policy, without any possibility of mediation," declared Sandro Bottega, wine entrepreneur and head of the historic Bottega SpA company in Bibano (TV), one of Italy's leading Prosecco producers, at the end of his trip to America where he met with wine distributors, agents, and importers. "This creates friction that leads to a degeneration of relations in the wine world rather than an open and civil discussion. It is therefore difficult to think of a third way and therefore a compromise. Speaking specifically of our sector, Italian wines in the US, they are still more expensive than before the tariffs, but they are still well present on the market. However, it must be considered that in some cases Italian wines are being replaced by American wines which, due to the tariffs, end up costing less. Furthermore, our reputation is currently certainly not in the position it deserves. French and Californian wines are still considered superior to ours, and no one is making the effort to change Americans' minds." Champagne is still served in airline business class, and among the quality red wines, those from Napa Valley, France, and, to some extent, Spain and the New World stand out. "That said, I remain confident that the quality of our products can overcome these challenges in the long term," argued the leader of Bottega Spa, a wine entrepreneur. along with siblings Stefano and Barbara. The rise of so-called no/zero alcohol products? "The average American favors proteins and frequents steakhouses. The Mediterranean diet isn't highly regarded in the heartland of America. At the same time, moderation in alcohol use, with all the associated concerns, is a nuanced concept. In reality, people are drinking more and more, and no/low-alcohol products aren't having much appeal in the US right now," added Bottega. The well-known Prosecco entrepreneur then concluded his highly timely account of a major country undergoing a period of profound transformation: "Life in the United States continues as normal; after all, the economic activities of millions of people can't be stopped. However, we can sense that the cost of living is starting to rise, with a progressive increase in prices—including wine—and rising inflation in every state."