Prosecco conquers Africa

Two important goals in terms of protection for Prosecco Doc. The Consorzio di Tutela della Doc Prosecco (Prosecco Doc Consortium) has in fact announced two important novelties in terms of international protection of the denomination: on 28 February 2025 the registration of the Prosecco trademark in Kenya was made official (but becomes operative as of today), while on 31 December 2024 the countries belonging to the OAPI (African Intellectual Property Organisation) recognised the Geographical Indication.

It is therefore made official that only Prosecco that conforms to the Production Specifications may be marketed under this name in Kenya and the OAPI territories, to protect consumers and Italian producers.

In Kenya, the trade mark registration is valid for ten years, while the application to OAPI is of unlimited duration. Both proceedings were concluded without any third party opposition.

The African continent is still marginal in terms of export volumes (0.2%), but is emerging as an area of great potential for the future of Italian exports. With a young population and a constantly growing middle class increasingly oriented towards global markets, Africa is proving to be a strategic market for long-term development.

"Over the years," commented the president of the Prosecco Doc Consortium, "we have carried out a structured and far-sighted strategy for the protection of the Denomination, extending the protection of Prosecco in the main international markets through the registration of the trademark or Geographical Indication. Today the focus is on countries with high strategic potential, characterised by a strong influx of tourists and particularly dynamic economic growth prospects, such as the African continent. The recent recognitions will be useful tools for the Consortium to evaluate future actions, always aiming to increase exports to these new emerging markets as well."