Prosecco DOC exports to China rose more than 30% in the first half of 2026.

Exports of Prosecco DOC to China rose by more than 30% in the first half of 2026 from the same period a year earlier, a gain that stands out in a market where many wine categories have faced slower demand, according to the Prosecco DOC Consortium.

The Italian sparkling wine group said the increase brings shipments to about 1 million bottles a year in China. Even with that growth, China still represents a small share of the denomination’s global sales, equal to about 0.2% of total exports for Prosecco DOC.

The figures were released as the consortium stepped up promotional work in Beijing, where it recently organized two master classes with the University of International Business and Economics and the Beijing Language and Culture University. More than 100 Chinese students took part in the sessions, which were led by David Cheng of the Italian Sommelier Association and focused on the history of the denomination, the Martinotti method used to produce the sparkling wine, tasting techniques and cocktail preparation centered on the Spritz.

The initiative reflects a broader effort by Italian wine groups to find new ways to connect with younger consumers in China, especially at a time when imported wine faces strong competition from other alcoholic drinks, changing lifestyle habits and a consumer market that is more selective than in previous years. For Prosecco DOC, the consortium is betting that its lower-alcohol sparkling style, its association with social occasions and its flexible use in aperitifs and cocktails can help it build a place in urban Chinese consumption.

The Prosecco DOC denomination spans Veneto and Friuli-Venezia Giulia and includes 12,322 winegrowers, 1,110 winemaking companies and 350 sparkling wine houses, according to consortium data. Its production is based on Glera grapes and is one of the largest Italian wine categories sold abroad.

At the Beijing events, students also took part in branding exercises that went beyond tasting. They were asked to reinterpret the Prosecco DOC identity for a Chinese audience, including by proposing Chinese characters that could evoke ideas such as joy, effervescence and conviviality. Other proposals focused on marketing strategies, including partnerships with television programs tied to wellness and slower living, the use of local endorsers and co-branding projects linked to the “guochao” trend, which combines contemporary consumer culture with elements of Chinese identity and heritage.

Some participants also suggested positioning the wine for afternoon relaxation rather than limiting it to formal celebrations or evening drinking, an approach that could help widen the occasions for consumption. That point is important for imported wine brands in China, where producers and distributors have been trying to move beyond gift-giving and banquet occasions and encourage more casual, everyday use.

The consortium said the tasting portion of the Beijing program included wines from 13 producers: Borgo Molino, Bosco del Merlo, Bottega, Brilla!, Cantina Trevigiana, De Stefani, La Gioiosa, Masottina, Martellozzo, Paladin, Piera 1899, Tenuta Sant’Anna and Valdo. By presenting several labels within one denomination, the organizers aimed to show both consistency of style and range within the category.

Giancarlo Guidolin, president of the Prosecco DOC Consortium, said the Chinese market offers a fresh perspective for the denomination’s international growth plans. In comments released by the consortium, he said the first-half increase of more than 30% supports a strategy based on cultural dialogue and long-term positioning rather than short-term sales pushes. He also said the response from students showed that younger Chinese consumers are willing to reinterpret Italian products through their own cultural references.

That approach is becoming more common in food and beverage marketing in China, where foreign brands increasingly seek local relevance without abandoning their origin story. For wine, that can mean adjusting language, serving occasions and communication style while keeping the emphasis on place of origin, production method and authenticity.

The Prosecco DOC Consortium’s decision to work with universities also signals that it sees education as part of its market-building strategy. In China, formal wine education and guided tastings have often been used by foreign producers to explain categories that are less familiar to broad groups of consumers. For sparkling wine in particular, producers have tried to show that the product can fit not only luxury settings but also informal social moments, food pairing and mixed drinks.

The Beijing master classes are expected to feed into future promotional campaigns for Prosecco DOC in China, where the consortium appears to be testing how far the denomination can adapt its message to younger consumers while preserving its Italian identity.