超越香槟！普罗塞克在美国的销售额突破5亿美元

Core Insights - Prosecco has become the leading Italian sparkling wine in the U.S. market, capturing approximately 30% of the total sales of Italian sparkling wines from January to July 2025, surpassing Champagne's 28% share [1][2] - The market value of Prosecco has exceeded $500 million, reflecting a significant growth of 178% over the past seven years [1] - Prosecco is particularly popular among millennials and women, with millennials accounting for 27% of U.S. Prosecco consumers and women making up 60% of Prosecco drinkers [4] Market Dynamics - The "Prosecco Golden Triangle" regions, including Conegliano-Valdobbiadene, Asolo DOCG, and Prosecco DOC, have seen continuous growth, with sales reaching a record $531 million in 2024 [4] - Prosecco currently holds 87% of the sales of Italian sparkling wines in the U.S., representing about one-quarter of all Italian wine sales in the country, with an estimated annual consumption total of $2.9 billion [4] - The average price per bottle of Prosecco is approximately $19.50, making it accessible to a broad consumer base [4] Consumer Trends - The consumption of Prosecco is primarily concentrated in the East Coast, which accounts for over half of the total U.S. sales, indicating potential growth opportunities in the Western states and the Midwest [6] - Changing drinking habits among Americans, who are increasingly favoring lighter and refreshing beverages, have driven the demand for Prosecco and similar sparkling wines [6] - The global consumption and production of sparkling wines have nearly doubled since 2002, with Italy leading the market, accounting for one-third of global production [7] Competitive Landscape - Despite challenges in the overall wine industry, sparkling wines are experiencing a growth phase, contrasting with the decline in many wine markets [7] - French sparkling wine producers are also benefiting from this trend, with a 12% increase in exports of Italian sparkling wines, particularly Prosecco, in 2024 [7] - The Champagne industry is facing challenges due to economic pressures and rising production costs, leading to increased prices that may affect demand [9][11]