Prosecco production faces challenges despite UNESCO heritage status

Italy's Conegliano and Valdobbiadene region, renowned for its premium Prosecco wines, was granted UNESCO world heritage site status in 2019 after extensive advocacy. This recognition highlighted the region’s unique 'mosaic vineyards', characterized by steep, mountainous terrains that require heroic viticulture practices. Farmers engage in 600 to 800 hours of labor per hectare annually, underscoring the labor-intensive nature of viticulture in this challenging environment. While the Glera grape is fundamental to Prosecco production, the area faces a dual challenge: distinguishing its wines from perceptions of frivolity while presenting the complexity of its terroir to consumers who often associate Prosecco with simplicity. The Cartizze village is noted as a flagship area, producing some of the most esteemed wines within the denomination's quality framework. Despite its heritage status and the substantial effort involved in cultivating grapes here, many consumers order Prosecco without a strong emotional connection to its origin. There are mixed views on whether promoting the notion of heroic viticulture is merely a marketing tactic, potentially increasing costs for consumers. The ongoing efforts to communicate the intricacies of premium Prosecco and its production methods continue to evolve as the region seeks to elevate its prestige in the fine wine market.