How is Prosecco doing in the U.S. market?
It’s doing very well. The entire category is up 21%. Mionetto itself is up 36%. It fits the bill with economy and is a very good value. For $12-15 you can get a good Prosecco. The taste profile fits the palette of many Americans. Fruity, not too sweet and crisp. And it goes great with food. People are saving champagne for special occasions, and enjoying Prosecco for everyday use as well as celebrations. Will people stop buying Prosecco if the economy improves then? No, I think the future will be better. When we first came here 12 years ago, people couldn’t pronounce Prosecco. We worked with retails stores and restaurants to educate them and then the consumers got interested. They buy it because they like it. I can tell from the repeat orders. People are discovering Proseccos, Cavas and Californian sparkling wines. They can spend less money and get something really good. How much of your wine is sold in the U.S.? We make a little under a million cases a year. 25% of that is sold in the
