Follador Launches a Blog That Recasts Prosecco as a Wine for the Dinner Table

Follador Prosecco dal 1769, a winery in Col San Martino in northern Italy, has launched a food-focused blog aimed at presenting Valdobbiadene Prosecco Superiore DOCG as a wine for the table rather than only for aperitifs.

The company announced the project on Aug. 24, saying the new online space will center on traditional recipes, food pairings and what it described as a culture of shared meals tied to the Conegliano Valdobbiadene area. The initiative is designed to connect the winery’s wines more closely with everyday dining and local culinary traditions.

According to Follador, the blog will feature recipes rooted in the food culture of its home territory and suggestions for pairing those dishes with different expressions of Valdobbiadene Prosecco Superiore DOCG. The winery said the aim is to place Prosecco back into what it considers its original setting: the dining table, family gatherings and meals linked to the seasons.

“For us, Prosecco has never been just an aperitif wine,” Cristina Follador said in a statement released by the company. She said that in Conegliano Valdobbiadene, Prosecco is part of daily life, cooking and shared moments, and that telling its story through recipes returns it to a context where it naturally meets food, seasons and people.

The project reflects a broader effort by producers in Italy’s sparkling wine sector to widen the way consumers think about Prosecco. In many export markets, Prosecco is closely associated with pre-dinner drinks, spritzes and casual social occasions. Follador is now trying to stress a different use: a wine that can accompany a full meal and adapt to several kinds of dishes.

The winery said the blog is intended as an editorial platform rather than a simple collection of recipes. It plans to use the site to talk about local ingredients, family-style meals and the relationship between wine and the area where it is made. In the company’s account, each recipe will serve as a way to explain how a sparkling wine from the Conegliano Valdobbiadene hills can work with food because of its freshness, balance and aromatic profile.

Follador tied that argument to the conditions of production in the hills around Col San Martino, in the heart of the Conegliano Valdobbiadene appellation in the Veneto region. The company said the area is defined by steep slopes, small and fragmented vineyard plots and a large amount of manual vineyard work. Those conditions, it said, shape the character of the wines and support their use at the table.

“Sharing is part of our family culture,” Cristina Follador said. “Wine is never separate from the moment in which it is shared. At the table it expresses a fuller dimension, because it encounters the flavors, stories and roots of the place it comes from.”

The company did not release financial details related to the blog and did not say whether the project is tied to a larger digital marketing investment. It also did not provide traffic targets, publication frequency or the number of contributors who will write for the platform. The announcement focused instead on the editorial concept and on the winery’s effort to present Prosecco Superiore DOCG as part of a wider food and lifestyle narrative.

Follador is one of a number of historic producers in the Conegliano Valdobbiadene denomination, the hilly area known for making higher-tier Prosecco under the DOCG classification. The company traces its winemaking history to 1769, when, according to the family, an ancestor named Giovanni Follador received recognition from the Doge of Venice for the quality of his wines. The winery says nine generations of the family have remained linked to the area since then.

Today the business is led by siblings Michele, Cristina, Emanuela and Francesca Follador. The company says its identity is based on technical innovation, sustainability and respect for tradition. It also points to the Gianfranco Follador Method®, an in-house winemaking protocol, as part of its production approach. In its statement, the winery described that method as central to maintaining consistency and style across its wines.

The family winery is based in a zone that is part of the UNESCO-listed hills of Conegliano and Valdobbiadene. That recognition has helped raise the international profile of the area in recent years, not only as a center of wine production but also as a cultural landscape shaped by generations of vineyard work. Follador’s new blog appears to be an attempt to use that place-based identity more directly in its communication with consumers.

The company says exports are a key part of its business and that its wines are distributed in more than 20 international markets, including the United States, the United Kingdom, Germany, China and New Zealand. By launching a blog focused on food and pairing, the winery is also addressing foreign consumers who may know Prosecco as a sparkling wine for informal drinking but are less familiar with its role in local meals in northern Italy.

The move comes as wine producers increasingly use editorial content, recipe storytelling and digital lifestyle marketing to reach consumers beyond traditional tasting notes and product descriptions. For wineries with strong tourism and territorial identities, food content has become a way to link bottles to broader experiences, including regional cuisine, family customs and seasonal eating.

In Follador’s case, the company says the new platform is meant to extend its identity online through stories about conviviality, roots and gastronomy. The blog is expected to present Prosecco Superiore DOCG not only as a celebratory sparkling wine but also as one that can move through lunch and dinner alongside dishes from its home region and beyond.