What would you do if an Italian wine consortium asked you how to sell Prosecco in China? Put a glamorous model in an advert? Show a vineyard in Veneto? A group of Beijing university students had other ideas, and the story of Prosecco in China turns out to be funnier,…
Imagine three countries entering a wine competition. Italy arrives carrying the most bottles. France walks in wearing a designer suit, looking very expensive. Spain turns up with a harvest estimate that suddenly puts it ahead of France. The Spain vs France wine production race is the headline of the week,…
If Italian sparkling wine is having a decent year while everything else struggles, there’s an obvious explanation. Prosecco. It’s always Prosecco, the bottle that conquered brunch, colonized the aperitivo hour. The one that convinced half the world that adding orange liquid to bubbles counts as a personality. Except Prosecco is…
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