How do sparkling wine producers adopt a sub-appellation? Evidence from an exploratory study on heroic Prosecco Superiore Rive

Sparkling wine producers adopting the 'Rive' sub-appellation for Conegliano Valdobbiadene Prosecco (CVPP) significantly boost their market share, driven by younger, smaller wineries with strong wine tourism and targeted promotional strategies. Structural factors like human capital, pressure tank sizes, competitive positioning, and hospitality efforts were key to choosing the Rive designation, while cellar door sales, firm size, and foreign markets (e.g., UK and US) fueled its market growth. This finding underscores the potential of sub-appellations in enhancing the value of heroic viticulture, supporting promotional strategies for UNESCO-listed sites like CVPP, and fostering wine tourism—highlighting a model for sustainable economic development in heritage contexts.

Barisan, L., & Galletto, L. (2021). How do sparkling wine producers adopt a sub-appellation? Evidence from an exploratory study on heroic Prosecco Superiore Rive. Wine Economics and Policy. https://doi.org/10.36253/wep-9900