Playing the Rive Card
July 24, 2020
The mass market success of Prosecco is indisputable, now surpassing Champagne as the world’s best-selling sparkling wine by volume. This phenomenon alone would infer that such a rising tide would lift all boats in the region, with all tiers of the quality pyramid experiencing commercial vitality, which is the case. However, Prosecco seems more than content to inhabit the mass market in the US rather too enthusiastically, and with a purported production target of one billion bottles, the goal is certainly quantity over quality.
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