Pricey Prosecco

New DOCG Status for Prosecco di Conegliano-Valdobbiadene

Get ready, America. Prosecco prices are undoubtedly rising soon. But this increase is for good reason: the production zone of Prosecco di Conegliano-Valdobbiadene has finally received DOCG Status. This superior growing zone is restricted to the hills around the towns of the Conegliano and Valdobbiadene in northern Veneto. In these areas, production yields are naturally lower due to vineyards being planted on sloping terraces.

As anyone worth his or her weight in jeroboams knows, low yields assure drinkers higher quality wines than those produced from vineyards with high yields, such as those wines formerly produced under the more relaxed DOC and IGTs of Veneto. These regions churn out enormous amounts of sparkling wine each year, and Prosecco from these areas have become very popular internationally due to their everyday price appeal. While there are certainly many products from these regions that drink well and have their place at the table, now there will be more quality wines.

The theory behind creating a new DOCG is to ensure that a higher quality product makes it to the market and to help reduce the large amount of overproduction in the area. Unquestionably, some concerns arise; many American consumers may balk at the price tag that will accompany these superior Proseccos because most American consumers see Prosecco as an alternative to more expensive champagne. However, while DOCG will certainly fetch higher prices due smaller production, the installation of a Cru system similar to that of Barolo in Piedmont will also bring about far more exciting, high-quality, artisanal Proseccos. Soon DOCG producers will be able to label wines with a singular “Cru,” which will help bring more attention to the area and develop a profound following of Cru Prosecco.

The most important question is this: are Americans ready to fork over $30, $40, or even $50 for Cru Prosecco? Or will this entire idea backfire? It will be interesting to see. It will certainly be fun as a trade member to taste each Cru and experience what a boutique Prosecco tastes like.

Let me ask you: America, are you ready?