The Italian Golden Boy

The Consorzio di Tutela del Prosecco DOC is the world’s leading exporter of Prosecco, commanding an international distribution of more than 600 million bottles annually and holding a name that gains instant recognition across global markets. When REMIDA was retained, the strategic imperative was to shape an agile editorial framework capable of navigating highly disparate landscapes, each defined by distinct historical trajectories, regulatory sensitivities, and cultural codes.

FRAMING THE CHALLENGE.
Communicating a global icon does not mean communicating it in the same way everywhere. In Canada, for example, the brand faced a delicate legal dispute around the very use of the word “Prosecco”. Conversely, for the Milan-Cortina Olympics, for which the Consortium was an official sponsor, the occasion demanded a voice that could resonate on a global scale: celebratory, inclusive and universal. Different markets, different registers… and one singular brand identity to protect.

SETTING THE DIRECTION.
The work began with a deep immersion into how Prosecco was perceived globally, understanding how the product was being read, described and experienced in each context. On that basis, a modular editorial strategy was built: every piece of content was conceived natively for the target market, while staying immaculately consistent with the brand’s overall identity.

DOING THE WORK.
The content was produced in Italian, English and French using REMIDA’s established transcreation approach. Thanks to an extended team of native-tongue copywriters and editors, the framework preserves the brand’s prestige and values while adapting the voice to the cultural nuances of each destination. This ensured a seamless global identity that resonates with absolute local relevance.

IMPACT.
In 2024, Prosecco DOC reached a record 660 million bottles sold, up 7% year on year, with 82% of sales coming from export across 164 countries. In this context, narrative stewardship across markets is no longer just an asset: it becomes the defining factor in global market leadership.