SANDRO BOTTEGA: 'THE WINE BUBBLE IS NOT ABOUT PROSECCO'

Data from the Nomisma Federvini Economic Observatory for the first quarter of 2026 show that sales in large-scale retail trade, compared to the same period in 2025, increased in value by 7.2% for sparkling wines and by 0.8% for still and semi-sparkling wines. In the same channel, PDO (i.e., DOC and DOCG) wines recorded a 1.7% increase, while entry-level wines declined (PGI -1.4%; generic -2.8%).

Bottega goes into detail: "Over the last two years (2024-2026), Prosecco prices have shown resilience and growth in value, despite facing a slight contraction in production volumes in 2025/2026. Prices have remained solid, with both grapes and bulk wine affected by climate dynamics and market fluctuations. As for Prosecco DOC, which generates the largest volumes, the value of bulk wine recorded by ISMEA is €190/hl , essentially unchanged from the previous year."

Bottega adds, "In the UNESCO World Heritage hills of Conegliano Valdobbiadene Prosecco DOCG, the value of cultivated land is among the highest in Italy and Europe, currently estimated between €350,000 and €650,000 per hectare (with peaks exceeding €1 million in historic areas and up to €2 million for Cartizze). Over the last two years, prices have remained at these excellent levels, with a slight increase in value compared to the pre-2023 period."

Bottega concludes: "For our company, consumption continues to increase, and this applies not only to Prosecco, but also to Amarone and Brunello di Montalcino, which offer excellent value for money. Our price lists have remained stable over the years, without major upward or downward fluctuations that, as such, destabilize consumers. We offer quality wines, characterized by an affordable price for both the Italian middle class and those around the world. For this reason, despite the tariffs, wars, and economic uncertainties of recent years, I am optimistic about the future of the wine world."