The curtain falls on the 25th edition of Prowein, the most important international wine fair for distributors in the wine sector. The high standard of the organization of trade fairs and infrastructures of the city of Dusseldorf has allowed producers, importers and distributors the mutual comparison and the development of new and productive collaborations.

How to summarize the hundreds of thousands of labels available for tasting? Impossible. I limit myself to a joke: the Italian pavilion is increasingly becoming “the Prosecco fair”. I continue with 2 reflections.

Firstly, for some companies it seems that it is impossible to give up having a Prosecco in the range assortment. There are several Italian companies that buy wineries in the province of Treviso to be able to put their own Prosecco in their portfolio.

Furthermore, the role that Prosecco Doc is palying increasingly important; Prosecco is now a “diva” that needs makeup and special effects to appear, get noticed, and be chosen among hundreds of proposals. The sparkling wine from Treviso has become a testing laboratory for the most modern and eye-catching dressing materials of the bottles: special paints, paper for labels with velvet effect, innovative tactile textures and every other detail that can add elegance and attractiveness.

March 18th, 2019

Marco Negro