Prosecco DOC's National Prosecco Week returns June 15–21, 2026, for its ninth and biggest edition yet, with an expanded slate of U.S. retail partners committing to in-store activations, tastings, digital promotions, and consumer education across the country.
The Prosecco DOC Consorzio confirmed that major off-premise players — including Total Wine & More, Costco Wholesale, Albertsons Vons Pavilions, Binny's Beverage Depot, and Twin Liquors — will participate in the week-long campaign. The breadth of the retail roster, spanning national chains and influential regional operators, underscores how mainstream the sparkling wine category has become in the U.S. market.
For on-premise operators, the week represents a natural opportunity to drive sparkling wine velocity through limited-time features, by-the-glass promotions, and staff education tied to the DOC designation. Restaurants and bars that align programming with consumer-facing retail campaigns often see category lift that extends well beyond the promotional window — a dynamic worth tracking as beverage program strategies continue to evolve post-pandemic.
The Consorzio's decision to scale the retail partnership program reflects broader trends in Italian wine marketing: leaning into certified origin stories and structured educational moments to differentiate DOC-designated bottles in a crowded sparkling category. Prosecco DOC has consistently used National Prosecco Week to reinforce its authenticity messaging with both trade and consumer audiences, and this year's expanded footprint suggests that strategy is resonating with retail buyers.
For further context on how sparkling wine is performing across both retail and hospitality channels, Food & Beverage Magazine has tracked the category's resilience as a celebration staple. Operators looking to capitalize on the June 15–21 window can leverage the Consorzio's promotional materials and retail partnerships to build cohesive on- and off-premise campaigns that meet consumers wherever they're buying bubbles this summer. More details on participating retailers and activation toolkits are expected through official Prosecco DOC trade channels ahead of the campaign launch.
Given the scale of this year's restaurant and bar beverage programming, savvy operators may also consider cross-promotional tie-ins with retail partners in their markets — a tactic that has gained traction as the line between grocery, specialty retail, and hospitality continues to blur.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
