Prosecco has surged to the top of America’s sparkling wine market, with U.S. sales hitting a record US$531 million in 2024, according to the UIV–Vinitaly Observatory. The Italian sparkling wine now represents 31% of the value of all Italian wines sold in the U.S., a leap that has put it ahead of Champagne in key consumer measures.
The UIV–Vinitaly Observatory reported that Prosecco sales have risen 178% over the past seven years, growing nearly four times faster than Italian wines overall. Speaking to The Drinks Business, Adolfo Rebughini, general director of Veronafiere, which organizes the Vinitaly fairs, said: “Prosecco has shown remarkable resilience, backed by a consistent promotion strategy and increasingly effective marketing investments. Its success proves that when Italy combines quality with strategic promotion, it can secure a leadership role in the global market.”
Distributor insights support the trend. SipSource, a leading U.S. wholesale data platform, confirmed that Prosecco led the sparkling wine category during the first seven months of 2025, with a 30% market share by value, compared with Champagne’s 28%. Speaking in the Observatory’s report, Carlo Flamini, head of the UIV–Vinitaly Observatory, told PR Newswire: “In just a few years, Prosecco has achieved the highest awareness among Italian wines in the U.S., at 40%. Considering the relatively young age of the product, this brings it closer to iconic wines like Champagne, which enjoys 52% awareness. But where Prosecco has already overtaken French sparkling wine is in actual purchase conversion—31% versus Champagne’s 24%.”
Much of Prosecco’s success is attributed to its versatility. The UIV–Vinitaly Observatory noted that more than a quarter of U.S. millennials now consume the wine, which has found a steady role in spritzes, cocktails and ready-to-drink blends. SipSource added that while Prosecco sales are strongest on the Eastern Seaboard, future growth is likely to come from Western states and the Midwest.
The momentum comes ahead of Vinitaly.USA 2025, opening October 5 at Chicago’s Navy Pier, where 250 Italian wineries and consortia will exhibit. Organizers say Prosecco will be central to the event, underscoring how Italian wine has reshaped its image in the American market.
With Champagne still ahead in recognition but lagging in purchase conversion, both UIV–Vinitaly Observatory researchers and SipSource analysts told trade media the same story: Prosecco’s climb is not a passing trend but a structural shift in America’s sparkling wine market.
The post Prosecco Surges Past $500 Million In US Sales, Edging Out Champagne appeared first on International Business Times.
