An Outlook of a Successful Business: The Controlled Denomination of Origin Conegliano-Valdobbiadene Prosecco

Over the last decade, the production Prosecco has dramatically increased. Exports have increased as well reaching countries all over the world. Wineries were able to exploit successfully opportunities coming from both the supply side (production growth) and the demand side (increasing consumer demand), especially in Conegliano and Valdobbiadene areas. In this paper results from a sample survey on Prosecco industry are presented. Recently, the success of Prosecco is explained not only by an increasing demand but also by offering a product with a good quality and moderated prices. Firms have a strict link to the territory and they have invested in technology and human capital. Marketing strategies are different according to business size. Generally, firms formulate the marketing by choosing the appropriate marketing channel and outlet, the right combination of wines (sparkling or semi-sparkling, geographical indications) and then fixing a price according to consumer requirements in domestic and international market. However, some elements of concern still exist. The most important challenges facing the Prosecco wineries seem to arise from the choices of competitors, the relations among the companies themselves, and the European Union wine policy. The threat of competitors, it is the most important and is related to their ability to circumvent the protection of the name Prosecco.