The Prosecco DOC Consorzio has secured an expanded roster of U.S. retail partners for the 9th edition of National Prosecco Week, scheduled June 15–21, 2026 — the largest rollout in the campaign's history. New and returning partners include Total Wine & More, Costco Wholesale, Albertsons Vons Pavilions, Binny's Beverage Depot and Twin Liquors, extending the programme's brick-and-mortar reach across multiple U.S. regions.
The Consorzio did not disclose financial terms of the retail agreements or projected case volumes tied to the promotional window. However, the year-over-year expansion of named partners signals continued investment by the Italian appellation body in U.S. market activation at a time when imported sparkling wine faces intensifying competition from domestic alternatives and shifting consumer trading patterns.
National Prosecco Week activations will include in-store tastings, point-of-sale merchandising and digital promotions coordinated across participating banners. The Consorzio has also incorporated a consumer education component, consistent with its broader strategy of differentiating Prosecco DOC — the controlled designation of origin — from lower-tier prosecco generics that lack certification. That distinction has become a recurring theme in the body's U.S. trade communications, as the DOC label competes for shelf space and mindshare against both certified and uncertified sparkling SKUs.
The U.S. remains one of the most strategically important export markets for Prosecco DOC. Italy's sparkling wine sector has leaned heavily on American retail relationships to sustain volume growth, even as on-premise traffic normalised following post-pandemic highs. Retail-led campaigns of this scale are increasingly viewed as a cost-efficient mechanism to drive trial and repeat purchase without reliance on restaurant and bar channels, which carry higher margin risk for producers. For context on how European wine appellations are repositioning U.S. retail strategy, see our earlier coverage of imported wine shelf dynamics and sparkling wine category trends.
The Consorzio did not provide forward guidance on sales targets or post-campaign volume data, but indicated the June 15–21 window is designed to capture consumer attention ahead of the summer entertaining season — historically a peak demand period for sparkling wine in the U.S. retail channel.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
