Abstract
This chapter investigates the industry structure of the Conegliano Valdobbiadene Prosecco Superiore DOCG sparkling wine. By assembling multiple-source data, we develop a schematic flow chart of the supply chain structure, which has been segmented into four different strategic models. We observe that the fully integrated production chains (i.e. wine growers and wine cooperatives) generate 38% of the aggregate output, while the transformer-bottlers and plain bottlers, which are non-integrated chains, deliver the majority (62%). However, the analysis results for the 2010–2016 period have shown that the bottled wine growth has affected all the supply chains, keeping the actors’ market shares on the aggregate wine volume substantially unchanged. Intermediate markets for grape and base wine play a significant role within the chain structure. The industry structure appears highly fragmented at the grape production stage, while it exhibits a rather notable degree of concentration in the bottling phase. The intense interrelation among different operators seems to be one of the key factors of Prosecco Superiore DOCG’s enduring success.
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- 1.
Other local varieties commonly used are Bianchetta, Verdiso and Perera.
- 2.
According to Reg. 1308/2013, a PDO wine is a wine named with a geographical name identifying the production area, produced complying with a product specification (disciplinare di produzione in Italian), that is, a set of rules concerning the production area and grape varieties, yield per hectare and analytical parameters in wine.
- 3.
Secondary fermentation and bottling are virtually not separable.
- 4.
Law 238/2016.
- 5.
Specialized firms in grape production linked to private and cooperative wineries.
- 6.
According to EU and Italian legislations.
- 7.
The Interdepartmental Centre for Research in Viticulture and Enology (CIRVE) of the Padova University is in charge of the survey.
- 8.
Grapes delivered by cooperative members to the cooperative processing facilities are kept out of this estimation.
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Pomarici, E., Barisan, L., Boatto, V., Galletto, L. (2019). The Prosecco Superiore DOCG Industry Structure: Current Status and Evolution over Time. In: Alonso Ugaglia, A., Cardebat, JM., Corsi, A. (eds) The Palgrave Handbook of Wine Industry Economics. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-98633-3_22
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DOI: https://doi.org/10.1007/978-3-319-98633-3_22
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