Prosecco DOC Toasts Japan: 2026 To Feature Experiential Events and Valuable Collaborations
The Prosecco DOC Consortium is refreshing and strengthening its strategy in Japan, one of the most vibrant and promising markets for Italian sparkling wine, in 2026. This initiative aims to further enhance brand recognition and accelerate market expansion, with a particular focus on B2C measures and strengthening direct contact with end consumers.
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- 📰 Published: May 7, 2026 at 20:10
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Press Release 2026, No.1
May 7, 2026, Tokyo
Prosecco DOC Consortium
The Prosecco DOC Consortium will refresh and strengthen its strategy in Japan in 2026, one of the most vibrant and promising markets for Italian sparkling wine. This initiative aims to further enhance brand recognition and accelerate market expansion, with a particular focus on B2C measures and strengthening direct contact with end consumers.
This program is being implemented in close cooperation with the Italian Trade Agency of the Italian Embassy, demonstrating the strong public-private partnership that promotes the value of Made in Italy and Italian food culture in the Japanese market. In 2026, 25 wineries will participate in this promotion, developing a variety of initiatives that emphasize experiential events, high visibility, and direct contact with consumers.
**Featured Event for 2026: "Prosecco DOC Garden" at Tokyo Skytree**
The highlight of this year will be the outdoor event "Prosecco DOC Garden Tokyo Skytree." Following successful events in Shibuya and Dotonbori, Osaka, the venue will now move to Tokyo Skytree, one of Japan's iconic landmarks.
From Friday, May 22 to Sunday, May 24, Solamachi Plaza will transform into a sophisticated urban garden, offering an opportunity to experience Prosecco DOC in a casual yet high-quality setting. Through tastings and various experiential content, the aim is to cultivate new consumer segments and strengthen ties with Japanese consumers.
**"Prosecco Month" 10th Anniversary**
In August, the annual "Prosecco Month" will celebrate its 10th anniversary. Approximately 250 restaurants and wine shops nationwide will participate, offering promotions centered on glass service. The provision of dedicated promotional tools and sales competitions will further encourage business participation.
**Retail and Partnerships: Year-Round Development**
Development in department stores will continue to be strengthened. A "Prosecco DOC Bar" is planned to be set up with Hankyu Department Store at the "Italian Fair" (May 20-25) held in Umeda.
Furthermore, year-round continuous exposure and sales opportunities will be created with Daimaru Matsuzakaya Department Store through summer sparkling fairs, autumn themed events, and promotions for the Christmas season.
**Fusion of Culture, Sports, and Food: Promoting the Appeal of Prosecco DOC**
Prosecco DOC is also increasing its presence in the fields of culture, sports, and food. In collaboration with various Japanese organizations and institutions, it is being proposed as a symbol of "sharing and Italianness" in diverse settings, such as "Italian Cuisine Day," Panettone-related events, and international regattas involving various embassies.
**Enotourism and Visual Communication**
Since 2023, ties with enotourism in the Japanese market have also been strengthened. As part of this, the TV series "Italian Bubbles – A Journey to Discover Delicious Prosecco (7-episode series)" is now available for streaming, further disseminating the culture and charm of the Prosecco DOC region.
In the Japanese market, where awareness of Prosecco DOC is still developing, its strategy is clear: to build value through authentic experiences, high-quality partnerships, and consistent storytelling aligned with brand positioning.
In 2026, Japan will continue to be an extremely important stage for Italian sparkling wine.
**[Promotion in Japan 2026: 25 Participating Wineries]**
**About the Prosecco DOC Consortium**
The Prosecco DOC Consortium is composed of 5 provinces in the Veneto region of Italy (Treviso, Belluno, Padua, Venice, Vicenza) and 4 provinces in the Friuli Venezia Giulia region (Gorizia, Pordenone, Trieste, Udine), encompassing a total cultivated area of 28,100 hectares of vineyards, 12,322 grape growers, 1,110 wineries, and 350 sparkling wine producers.
Since its establishment in 2009, coinciding with the Prosecco DOC certification, it has continued to protect the uniqueness and quality of this sparkling wine, a symbol of the Italian lifestyle, and promote its appeal worldwide.
Prosecco DOC Consortium Official Website (Italian) https://www.prosecco.wine/
Prosecco DOC Japan Official Website https://proseccodoc.jp/
#ProseccoDOC #ProseccoDOCRosé #Prosecco DOC #Prosecco DOC Rosé #Prosecco
**[Contact Information]**
Keywords:
May 7, 2026, Tokyo
Prosecco DOC Consortium
The Prosecco DOC Consortium will refresh and strengthen its strategy in Japan in 2026, one of the most vibrant and promising markets for Italian sparkling wine. This initiative aims to further enhance brand recognition and accelerate market expansion, with a particular focus on B2C measures and strengthening direct contact with end consumers.
This program is being implemented in close cooperation with the Italian Trade Agency of the Italian Embassy, demonstrating the strong public-private partnership that promotes the value of Made in Italy and Italian food culture in the Japanese market. In 2026, 25 wineries will participate in this promotion, developing a variety of initiatives that emphasize experiential events, high visibility, and direct contact with consumers.
**Featured Event for 2026: "Prosecco DOC Garden" at Tokyo Skytree**
The highlight of this year will be the outdoor event "Prosecco DOC Garden Tokyo Skytree." Following successful events in Shibuya and Dotonbori, Osaka, the venue will now move to Tokyo Skytree, one of Japan's iconic landmarks.
From Friday, May 22 to Sunday, May 24, Solamachi Plaza will transform into a sophisticated urban garden, offering an opportunity to experience Prosecco DOC in a casual yet high-quality setting. Through tastings and various experiential content, the aim is to cultivate new consumer segments and strengthen ties with Japanese consumers.
**"Prosecco Month" 10th Anniversary**
In August, the annual "Prosecco Month" will celebrate its 10th anniversary. Approximately 250 restaurants and wine shops nationwide will participate, offering promotions centered on glass service. The provision of dedicated promotional tools and sales competitions will further encourage business participation.
**Retail and Partnerships: Year-Round Development**
Development in department stores will continue to be strengthened. A "Prosecco DOC Bar" is planned to be set up with Hankyu Department Store at the "Italian Fair" (May 20-25) held in Umeda.
Furthermore, year-round continuous exposure and sales opportunities will be created with Daimaru Matsuzakaya Department Store through summer sparkling fairs, autumn themed events, and promotions for the Christmas season.
**Fusion of Culture, Sports, and Food: Promoting the Appeal of Prosecco DOC**
Prosecco DOC is also increasing its presence in the fields of culture, sports, and food. In collaboration with various Japanese organizations and institutions, it is being proposed as a symbol of "sharing and Italianness" in diverse settings, such as "Italian Cuisine Day," Panettone-related events, and international regattas involving various embassies.
**Enotourism and Visual Communication**
Since 2023, ties with enotourism in the Japanese market have also been strengthened. As part of this, the TV series "Italian Bubbles – A Journey to Discover Delicious Prosecco (7-episode series)" is now available for streaming, further disseminating the culture and charm of the Prosecco DOC region.
In the Japanese market, where awareness of Prosecco DOC is still developing, its strategy is clear: to build value through authentic experiences, high-quality partnerships, and consistent storytelling aligned with brand positioning.
In 2026, Japan will continue to be an extremely important stage for Italian sparkling wine.
**[Promotion in Japan 2026: 25 Participating Wineries]**
**About the Prosecco DOC Consortium**
The Prosecco DOC Consortium is composed of 5 provinces in the Veneto region of Italy (Treviso, Belluno, Padua, Venice, Vicenza) and 4 provinces in the Friuli Venezia Giulia region (Gorizia, Pordenone, Trieste, Udine), encompassing a total cultivated area of 28,100 hectares of vineyards, 12,322 grape growers, 1,110 wineries, and 350 sparkling wine producers.
Since its establishment in 2009, coinciding with the Prosecco DOC certification, it has continued to protect the uniqueness and quality of this sparkling wine, a symbol of the Italian lifestyle, and promote its appeal worldwide.
Prosecco DOC Consortium Official Website (Italian) https://www.prosecco.wine/
Prosecco DOC Japan Official Website https://proseccodoc.jp/
#ProseccoDOC #ProseccoDOCRosé #Prosecco DOC #Prosecco DOC Rosé #Prosecco
**[Contact Information]**
Keywords: