What – or rather, who – is behind the Prosecco-mania in the United States? The answer comes from an analysis by the Uiv Observatory based on Iwsr data, which reveals that 60% of sparkling wine consumption from the Triveneto region is driven by women. It is therefore women who are fuelling the overseas success of the king of Italian sparkling wines. But that’s not all. Female consumers are also more knowledgeable about wine offerings than men: with an awareness rate of 76% compared to 69% among males. Triveneto bubbles, in particular, achieve a 48% recognition rate among women, while stopping at 31% among men.
Prosecco lovers have higher incomes
But – the Observatory notes – behind the “Prosecco phenomenon” in the US, which saw a rush on stockpiling ahead of tariffs between January and February (+42% in export value in the first two months), gender isn’t the only factor. Looking at income brackets, 65% of those uncorking Italian sparkling wines earn over $80,000 per year, and more than a quarter of Prosecco lovers (27%) report incomes above $150,000.
But how much does it cost to drink Italian bubbles in the States? In the on-trade, 7 out of 10 American consumers spend more than $20 per litre for Prosecco, while in the off-trade the trend reverses, with 61% of consumers choosing shelf products priced under $20 per litre.
The multi-ethnic challenge
Geographically, the Prosecco craze spans both the Atlantic and Pacific coasts: above-average consumption is recorded in New England, the South and Middle Atlantic, and the Pacific region.
“In the United States, Prosecco is seen as a symbol of elegance, moderation, and the Italian lifestyle,” explains Carlo Flamini, head of the Uiv Observatory. “It’s no surprise that it’s appreciated across all age groups, with peaks among the over-55s. But the real challenge now is the multi-ethnic one.”
At a time when American society is undergoing profound changes, those products that manage to appeal to diverse tastes and nationalities will survive. “To date, Prosecco is largely consumed by white Americans, who make up almost 80% of the market,” continues Flamini, “while it struggles to gain traction among Hispanic, Black, and Asian consumers. These cohorts – increasingly significant demographically – are where we need to grow, to attract new enthusiasts. This means deploying effective communication strategies and highlighting the proven versatility of Italian sparkling wine.”
Prosecco is the most purchased Italian wine in the US
Today, the Uiv Observatory confirms that Prosecco is by far the most purchased Italian wine in the US, holding a 33% share of total Italian wine sales. The king of sparkling wines now accounts for a third of all sparkling volumes consumed overseas, thanks to a steady erosion of market share from both American and French bubbles.
In terms of exports, the Observatory concludes, 2024 closed with Prosecco shipments to the United States up 15% in value, reaching €491 million. This was driven by importers and distributors who acted swiftly to pre-empt the threat of tariffs and to ensure – as much as possible – continuity in the special relationship with consumers.
Will the thirst for Prosecco outlast Trump’s whims?
In Romagna, there's an osteria opened in an old rectory that has breathed life back into a depopulated village
Dining with the Cardinals: here’s what they eat during the Conclave
Why tourists love Bar San Calisto in Trastevere
Where to drink in Milan: the best wine bars with kitchen selected by Gambero Rosso
The incredible pink oyster from the Po Delta, an Italian delicacy loved by Michelin-starred chefs
