Prosecco Market size was valued at USD 4.03 Billion in 2022 and is projected to reach USD 7.17 Billion by 2030, growing at a CAGR of 8.3% from 2024 to 2030.
The China Prosecco Market is witnessing significant growth, driven by increasing consumer interest in sparkling wines and a growing appreciation for Italian culture and lifestyle. Prosecco, a popular Italian sparkling wine, has seen an uptick in demand in China due to rising disposable incomes, the influence of Western culture, and an evolving wine-drinking culture. The market, segmented by application, is increasingly catering to different consumer needs, such as those in the hospitality industry, retail, and social events. Prosecco’s appeal in China extends across diverse sectors, with unique consumer preferences influencing purchasing behaviors. The different applications of Prosecco, including those in social gatherings, restaurants, bars, and retail, are contributing to its growing popularity, which is further enhanced by its association with luxury and social prestige.
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The use of Prosecco in social gatherings is one of the most prominent applications in the China market. Social occasions such as birthdays, anniversaries, weddings, and festive celebrations are major events where Prosecco plays a key role in enhancing the overall experience. As Chinese consumers embrace Western lifestyle trends, Prosecco is increasingly becoming a drink of choice for such events, due to its celebratory nature, relatively affordable pricing compared to other sparkling wines, and its association with joy and luxury. Social gatherings offer a unique platform for promoting the versatility and festive spirit of Prosecco, making it a popular choice in both urban and suburban settings.
Moreover, with the younger demographic in China showing an increased preference for international drinks, Prosecco is seen as a fashionable choice for millennials and Gen Z. As these age groups are more inclined towards experimenting with new beverages, Prosecco's light and crisp profile appeals to their evolving palates. The introduction of Prosecco-based cocktails also plays a pivotal role in its widespread popularity at social events, further enhancing its market presence. The ease of consumption, coupled with its connection to celebratory moments, makes Prosecco a staple drink in social settings across China.
Prosecco's role within the hospitality industry in China has been expanding as more upscale hotels, bars, and restaurants incorporate it into their drink menus. The Chinese hospitality market has seen a rise in demand for premium wines and spirits, and Prosecco fits perfectly into this trend due to its high-end appeal and association with luxury. It is a popular choice for fine dining establishments, hotels offering European or Italian-themed experiences, and venues catering to affluent customers. Prosecco’s ability to pair well with a variety of dishes, especially light meals and appetizers, makes it a versatile option in this sector.
The increasing sophistication of Chinese consumers when it comes to dining and drinking experiences has driven the demand for Prosecco in the hospitality industry. High-end hotels and restaurants are keen to offer international and Italian wines like Prosecco to their customers to meet the growing desire for premium options. Additionally, as global tourism in China continues to grow, Prosecco is being positioned as a premium beverage choice for tourists looking for a taste of Italy, contributing to its popularity in the hospitality industry.
Prosecco’s presence in China’s retail market has seen steady growth due to the increasing availability of international wines in supermarkets, wine shops, and online platforms. Consumers, particularly in large cities, are becoming more accustomed to purchasing wines for personal consumption, and Prosecco is emerging as a popular choice in this segment. Retailers are capitalizing on the growing demand by offering a variety of Prosecco brands, both imported and local, at different price points to cater to a broad consumer base. The retail market serves as an important channel for both regular consumers and wine enthusiasts seeking to expand their collection of sparkling wines.
The growing trend of online shopping in China has further facilitated Prosecco’s penetration into the retail market. E-commerce platforms like Alibaba and JD.com have become key players in wine retail, offering Prosecco and other sparkling wines to a wide range of consumers. The convenience of purchasing wine online, coupled with discounts and promotions, has made Prosecco more accessible to a broader audience. With the rise of wine clubs and subscription services, Prosecco is increasingly being delivered to the doorsteps of consumers who enjoy the experience of trying new wines without leaving their homes.
Prosecco’s popularity in corporate gifting and celebrations has seen an upward trajectory in China, especially in the context of businesses looking to impress clients, partners, and employees with thoughtful and sophisticated gifts. Prosecco is increasingly used as a luxury gift item, either presented as part of a gift basket or given alone as a premium beverage. Corporate gifting is an important segment of the market, as businesses in China seek to strengthen relationships and express gratitude. Prosecco’s affordability compared to other premium wines like Champagne makes it an attractive option for businesses looking to offer high-end gifts without exceeding budget constraints.
Corporate events, such as product launches, networking events, and business anniversaries, also provide a significant platform for Prosecco’s consumption. Companies often offer Prosecco at these events as part of the catering, appealing to the diverse tastes of attendees and making the events feel more luxurious. Prosecco’s image as an elegant and celebratory drink makes it ideal for such occasions, contributing to its growing use in corporate settings across China. The combination of Prosecco’s affordability, appeal, and association with prestige has made it an increasingly common choice for corporate gifting and events.
One of the most notable trends in the China Prosecco market is the increasing demand for premium and imported wines. As Chinese consumers become more knowledgeable about wine, they are seeking high-quality products, and Prosecco fits this demand. With Italy's rich winemaking history and the growing popularity of Italian products, Prosecco is seen as a premium yet affordable sparkling wine option. The trend towards luxury consumption and a growing interest in Western wines has positioned Prosecco as an attractive choice for Chinese consumers.
Another key trend is the rise of Prosecco-based cocktails, which have become increasingly popular in bars and restaurants across China. The versatility of Prosecco, particularly in cocktails such as the Bellini or Aperol Spritz, has contributed to its growing presence in the mixology scene. Additionally, Prosecco’s association with lifestyle and social events is driving its adoption in various non-traditional settings, such as brunches, casual meetups, and corporate events, expanding its use beyond just celebratory occasions.
As the wine industry continues to expand in China, there are significant opportunities for growth in the Prosecco market. The increasing popularity of international and Italian wines presents a prime opportunity for producers to introduce more Prosecco brands to Chinese consumers. Additionally, the expansion of e-commerce platforms dedicated to wine sales offers a convenient way to reach a broader consumer base. Retailers who focus on the availability of Prosecco at various price points, alongside targeted marketing campaigns, can further capture this growing market.
The growing interest in wine culture among younger generations presents another opportunity for Prosecco. By targeting this demographic, producers can capitalize on the increasing trend of wine consumption among millennials and Gen Z. Furthermore, the demand for premium and luxury gifts, particularly in the corporate sector, offers potential for expanding the use of Prosecco in business and gifting markets. This presents a promising avenue for Prosecco’s further integration into social and business celebrations across the country.
What is Prosecco?
Prosecco is an Italian sparkling wine made from Glera grapes, typically characterized by its light, fruity, and crisp profile. It is often used for celebratory occasions.
How is Prosecco different from Champagne?
Prosecco is made using the Charmat method, where the second fermentation occurs in tanks, whereas Champagne uses the traditional method, with fermentation in the bottle.
Why is Prosecco popular in China?
Prosecco is popular in China due to its affordable luxury appeal, refreshing taste, and increasing acceptance of Western lifestyle trends, especially among younger generations.
Is Prosecco sweeter than Champagne?
Prosecco is typically sweeter than Champagne, with many styles offering a fruity and less acidic taste compared to the more complex flavors of Champagne.
Can Prosecco be used in cocktails?
Yes, Prosecco is commonly used in cocktails, such as the Bellini and Aperol Spritz, due to its light, crisp flavor and ability to blend well with other ingredients.
What are the best food pairings for Prosecco?
Prosecco pairs well with light appetizers, seafood, fresh salads, and dishes such as pasta with cream-based sauces due to its refreshing and light profile.
Is Prosecco consumed year-round in China?
Yes, Prosecco is consumed year-round in China, with increasing popularity during social events, festivals, and corporate gatherings, not just during holidays.
What are the major brands of Prosecco available in China?
Some of the major Prosecco brands in China include Martini, Mionetto, and La Marca, which are popular for their quality and affordability in the market.
How is Prosecco typically served?
Prosecco is typically served chilled in a flute glass to preserve its bubbles, allowing for an enhanced tasting experience.
What are the trends driving Prosecco's growth in China?
The rise of premium and imported wines, the growing interest in Italian culture, and the popularity of Prosecco-based cocktails are key trends driving growth in the China market.
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Top Prosecco Market Companies
Adami
Bottega Spa
Sorelle Bronca
Col Vetoraz
Il Colle
Josh Cellars
La Marca Prosecco
Mongarda
Santa Marina
Val de Cune
Vera Wang Party
Zardetto
Tesco Groceries
The Emissary
Sacchetto
Ruffino
Carpenè Malvolti
Mionetto
Zonin
Chloe
Cupcake Vineyards
Bartenura
Market Size & Growth
Strong market growth driven by innovation, demand, and investment.
USA leads, followed by Canada and Mexico.
Key Drivers
High consumer demand and purchasing power.
Technological advancements and digital transformation.
Government regulations and sustainability trends.
Challenges
Market saturation in mature industries.
Supply chain disruptions and geopolitical risks.
Competitive pricing pressures.
Industry Trends
Rise of e-commerce and digital platforms.
Increased focus on sustainability and ESG initiatives.
Growth in automation and AI adoption.
Competitive Landscape
Dominance of global and regional players.
Mergers, acquisitions, and strategic partnerships shaping the market.
Strong investment in R&D and innovation.
Asia-Pacific (China, Japan, India, etc.)
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