Prosecco, in the US 6 out of 10 bottles bought by women (who stock up in anticipation of duties)

What will happen to the wine market in the United States in the new tariff season is still too early to tell, but there are important indications of what has happened up to last year, with numbers outlining an unstoppable boom in Prosecco driven in particular by the female component.

A long wave that is also being reflected in the first months of 2025, those preceding President Trump's wave of tariffs. Americans do not want to give up Prosecco and have strengthened their stocks: sales of Prosecco in the US in the first two months of the year grew by 42%..

But let us return to the market and the push of the female component. According to an analysis by the UIV Observatory based on Iwsr data, Italian sparkling wine in the USA has a penetration rate of 24%, rising to 28% in the case of women. In essence, in the US, 6 out of 10 bottles are purchased by women.

Triveneto bubbles, in fact, reach a level of 48% notoriety among women, while they stop at 31% among men. But - the Observatory notes - behind the 'Prosecco phenomenon' in the USA, there is not only the gender variable. If we look at the wallet, to uncork Italian-made bubbles are in 65% of cases consumers who earn more than 80 thousand dollars a year, and more than a quarter of Prosecco-lovers (27%) declare incomes of more than 150 thousand dollars.

"In the United States, Prosecco is a symbol of elegance, moderation and Italian lifestyle," explains the head of the UIV Observatory, Carlo Flamini. "It is no coincidence that it is appreciated in all age groups, with peaks among the over-55s. But the real bet today is the multi-ethnic one. Prosecco has so far been garrisoned by white consumers, who account for almost 80% of the market, while it is struggling to reach Hispanics, blacks and Asians. It is therefore necessary to activate effective communication levers and promote the proven versatility of sparkling wine made in Italy".