The enlargement of a Geographical indication and its strategic consequences: the case of Prosecco

Abstract

Prosecco is today one of the most well-known wines in the world, with more than 700 million bottles produced in 2021. However, this volume has been reached in a relatively short period considering that until 2009 Prosecco can be made only in the Conegliano Valdobbiadene and Asolo area. In 2009, a reform established the enlargement of the production area including 9 city provinces in-between Veneto and Friuli Venezia Giulia. The historical production area is characterized by hills that make it difficult to grow vines, while the added area is mostly flat, allowing a dramatic increase in the bottles produced. We propose to explore the results and the implications of this reform, by asking ourselves two main research questions. The first regards the understanding of the key stages and the implications of the 2009 reform for the wine and the producers. The second question regards how producers from different denominations inside the GI adapted their strategy to deal with the enlargement. To answer these questions, we based our research on a qualitative approach, applying the Gioia methodology. Using this approach, we did a series of semi-structured interviews addressed to experts in the field. In the results, we found some key stages of the Geographical Indication growth, together with some crucial future points. Finally, we have pieced together the strategic approach adopted by consortia and companies to deal with the three denominations resulting from the 2009 reform.