IN BREVE
- The Consorzio Tutela Vini Asolo Montello is focusing on exports, which account for 70% of sales, with the United States absorbing 50% of the total.
- In the 2026 promotion plan, the Consortium will invite international journalists to showcase the link between viticulture and the environment.
- Michele Noal states that the strategy is based on pragmatism and supporting local companies, without neglecting the domestic market.
- The Consortium considers itself a small player in the Prosecco landscape, maintaining a strong identity and two recognized red wine appellations.
- The 2026 program focuses on consolidating existing markets and opening new opportunities while maintaining the bond with the local territory.
The Consorzio Tutela Vini Asolo Montello is strengthening its international strategy and looking toward global markets with a 2026 promotion program strongly oriented toward foreign trade. Today, exports represent 70% of total sales, confirming an international vocation that is now structural, while the role of the Italian market remains central. The United States remains the main commercial outlet abroad. In fact, the US market accounts for 50% of the export share, confirming its status as a priority area for the Consortium’s activities. This position guides the strategic choices and promotional actions planned for next year.
INTERNATIONAL JOURNALISTS IN THE REGION
At the heart of the 2026 plan is the belief that the most effective promotion comes from direct knowledge of the territory. For this reason, the Consortium will bring international journalists from the United States, United Kingdom, Switzerland, Japan, and Mexico to Italy. The goal is to showcase the link between viticulture and the environment, the scenic quality of the hills, and the work of the producers. This approach aims to tell the story of the appellations’ value through direct experience, focusing on the relationship between nature, wine, and the production community.
- Asolo Prosecco Record: 30 million certified bottles in 2024
- Asolo Montello continues to grow: over 12 million bottles in 2018
- Recantina opportunities among the Bordeaux-style wines of Montello Asolo
- Asolo Prosecco toward the release of the 2021 harvest reserve
WORDS FROM THE PRESIDENT
The president of the Consorzio Tutela Vini Asolo Montello, Michele Noal, emphasizes the pragmatic approach of the strategy: “The Protection Consortium has chosen to face market challenges with practicality and determination. Foreign markets are the ground where we want to bring the value of our territory, and we want to do so by supporting our companies, which are looking to consolidate and open new markets, without ever forgetting the importance of the domestic market.” Noal also recalls the recent performance of the sector: “2025 was confirmed to be growing slightly, proving that our strength lies in our land and its uniqueness.”
IDENTITY AND SCALE AS A CHOICE
The Consortium asserts a limited scale within the Prosecco landscape, considered an element to be preserved. An identity choice that coexists with a recognized appellation structure. “Even if we are the smallest reality in the world of Prosecco—a size we want to preserve,” Noal remarks, “we are also one of the small territories in Italy to feature a strong sparkling wine appellation. And two red wine appellations that are internationally known.”
The 2026 promotion program, which includes participation in the main industry trade fairs, is therefore part of a path of continuity, aimed at consolidating existing markets and opening new opportunities. All this while maintaining a firm bond with the territory and the national market.
