Il distretto del Prosecco Conegliano Valdobbiadene DOC: aspetti relazionali e strategie commerciali

Sales of Prosecco DOC di Conegliano Valdobbiadene have increased in the Italian domestic market from 2002 to 2006. As far as the HoReCa, an analysis collection of a sample of 169 restaurants, bars and agritourisms of the area shows that there is a strong tie between these and the territory. They have a wide range of labels of Prosecco and supplying happen mainly directly from the wineries of the area. Since Prosecco DOC is enjoying a great success, some problems must be faced because of competition of Prosecco IGT. In fact, these type of Prosecco shows a large increase in the sales in the domestic market. In addition there is the competition of the other wines that can be produced abroad, and commercialized with Prosecco label. A questionnaire designed to assess characteristics of the Prosecco DOC di Conegliano Valdobbiadene district was used to analyse a sample of wineries. The study showed a commercial collaboration between wineries, but, at the same time, a lack of communication with the institutions of the district, yielding negative repercussions on the marketing plans of the product and the territory. This survey has also studied the multifunctionality of a sample of wine grape farms in the Prosecco D.O.C. di Conegliano Valdobbiadene District. The analysis shows some important aspects of the multifunctionality, and the existence of pluri - active families at the head of the same farms. However, the owners do not have the necessary knowledge in order to preserve the landscape and to increase the number of sport and cultural activities offered to the enotourists. A better collaboration between companies and institutions of the district is necessary in order to make marketing plans and win the challenge with the Italian and foreign competitors.