MARTINI® Prosecco New Classification

MARTINI® Prosecco Announces DOC Classification and Introduces Stylish New Packaging

Iconic Italian Winemaker Joins Producers in Welcoming Higher Quality Standards for Prosecco

Coral Gables, Fla. (June 2010) – The Prosecco category has grown exponentially in recent years, gaining representation on wine lists throughout the country and becoming popular with American consumers who are drawn to its approachable price and refreshing taste.  According to Nielsen, the Prosecco segment grew 30 percent in 2009, with MARTINI Prosecco growing 27 percent.  In August 2009, the category experienced further recognition, by way of changes in the wine’s classification system.  The word Prosecco will no longer describe a variety, but a production area made up of nine provinces and two regions – the Veneto and Friuli Venezia Giulia.  Only producers within these designated areas will be able to call their wines Prosecco, and will be held to a higher quality standard than many other Italian wines.

Iconic Italian winemaker, MARTINI, which has long been producing Prosecco in the Veneto, welcomes the new DOC (Denominazione di Origine Controllata) classification for its popular Prosecco frizzante.  Applicable to both foods and wines, DOC is the second-highest quality designation just before DOCG status, the highest quality designation of which MARTINI Asti is classified.

Under the new laws, regions previously considered IGT (Indicazione Geografica Tipica) have been upgraded to DOC status. Wines that fall under the DOC category must be made in specified, government defined zones, in accordance to particular regulations that are intended to preserve the wine’s character that is uniquely derived from Italy’s individual regions.  Additionally, while the word Prosecco now signifies the region in which these DOC and DOCG wines are made, the grape from which the wines are produced will be known as glera.

Of these exciting changes, MARTINI winemaker Franco Brezza said, “We have always been proud to say that MARTINI Prosecco is produced in the Veneto.  This newly appointed DOC status truly reaffirms the quality of this artfully crafted product and we are thrilled with the recognition.”

In addition to the DOC classification, MARTINI Prosecco debuts a sleek and sophisticated new package.  While the familiar green glass and bottle shape remain, a new label design and bottle closure reflect MARTINI Prosecco’s upgraded status.  The stylish foil label now matches that of MARTINI Sparkling Rose and MARTINI Asti, creating a visually harmonious trio for the entire sparkling portfolio.  At the same time, MARTINI Prosecco will replace its former crown cap with a screw cap.  This new closure protects the quality of the wine within, while reinforcing the fact Prosecco can be enjoyed on any occasion, not just celebrations.  MARTINI Prosecco is made in a frizzante style, meaning the bubbles are softer and less forward, which makes it ideal for sipping as an aperitivo or alongside many different foods including cured meats and cheeses, fish or fresh fruit sorbets.

MARTINI Prosecco in its new package with DOC seal will be available this spring at fine wine retailers nationwide, at the suggested retail price of $14.99