Prosecco Surpasses Champagne as Top Sparkling Wine in the United States

Prosecco has become the leading Italian sparkling wine in the United States, according to recent data from the Uiv-Vinitaly Observatory. From January to July 2025, Prosecco accounted for about 30% of all Italian sparkling wine sales in the U.S., surpassing Champagne’s 28% share. This marks a significant shift in consumer preferences, as Prosecco’s market value now exceeds $500 million, a figure that has grown by 178% over the past seven years.

The so-called “Prosecco triangle”—which includes Conegliano-Valdobbiadene, Asolo DOCG, and Prosecco DOC—has seen sustained growth since 2009. In 2024 alone, sales reached a record $531 million. The Observatory’s report was released ahead of Vinitaly USA, an event scheduled for October 5 and 6 in Chicago, where 250 exhibitors will showcase Italian wines and consortia.

Prosecco’s popularity is especially strong among Millennials and women. Data shows that Millennials make up 27% of Prosecco consumers in the U.S., while women account for six out of every ten buyers. The wine’s appeal is linked to its versatility and accessibility, with average bottle prices close to $19.50. Prosecco has also become a staple in cocktails and ready-to-drink beverages, such as spritzes and fruit juice mixes, which are particularly popular with younger consumers and Gen Z.

The Observatory notes that Prosecco now represents 87% of Italian sparkling wine sales by value in the U.S., and about a quarter of all Italian wine sold in the country. Its overall consumer value is estimated at $2.9 billion annually. While Champagne still leads in brand recognition at 52%, Prosecco has overtaken it in purchase conversion rates: 31% of those aware of Prosecco go on to buy it, compared to 24% for Champagne.

Growth is especially strong in the West and East North Central states, but the highest concentration of consumption remains along the eastern corridor from New England through the Mid-Atlantic and South Atlantic regions. More than half of all Prosecco consumption in the U.S. occurs in these areas.

The rise of Prosecco comes despite challenges such as tariffs imposed during Donald Trump’s presidency, economic downturns following Covid-19, and increased competition from other beverage categories. Adolfo Rebughini, General Director of Veronafiere, said that Prosecco’s resilience is due to consistent branding strategies and effective promotional investments.

Industry experts point out that Prosecco’s success is also tied to changing American drinking habits. The trend toward lighter, more refreshing drinks has helped boost demand for sparkling wines like Prosecco, especially as part of cocktails or ready-to-drink options. Promotional campaigns have targeted younger demographics and women, further expanding its reach.

As Prosecco continues to grow in popularity across the United States, French sparkling wines like Champagne maintain their lead only in terms of name recognition. The shift signals a broader change in American wine consumption patterns, with Italian producers adapting quickly to new trends and consumer preferences.