Prosecco has surged to the top of America's sparkling wine market, with U.S. sales hitting a record US$531 million in 2024, according to the UIV–Vinitaly Observatory. The Italian sparkling wine now represents 31% of the value of all Italian wines sold in the U.S., a leap that has put it ahead of Champagne in key consumer measures.
The UIV–Vinitaly Observatory reported that Prosecco sales have risen 178% over the past seven years, growing nearly four times faster than Italian wines overall. Speaking to The Drinks Business, Adolfo Rebughini, general director of Veronafiere, which organizes the Vinitaly fairs, said: "Prosecco has shown remarkable resilience, backed by a consistent promotion strategy and increasingly effective marketing investments. Its success proves that when Italy combines quality with strategic promotion, it can secure a leadership role in the global market."
