The Internet has been panicking in light of recent revelations that the grape used to produce Prosecco, the Glera grape, has suffered a bad harvest this year.
Export manager Roberto Cremonese attending London Wine Week told The Drinks Business:
“Last year’s harvest was very poor, and down by up to 50 per cent in some parts, so there is a very real possibility of a global shortage.”
“We’ll find out how big the problem is in August when the brokers release their stock. At the moment, we don’t know how much Prosecco they’re holding on to.”
Something about his phrasing made me want to go on a Good Friday-esqu booze stock up immediately. And I don’t even like Prosecco. That is when I realised that this shortage scare may be the best marketing ploy ever. Like when a fading celeb dies and suddenly they receive more adulation in death than they ever received in life. Prosecco was certainly enjoying moderate popularity but if there is indeed a shortage, demand will be off the charts. The once cheapo sham-pagne alternative will suddenly become something rarified and niche.
Cremonese went on to explain that the Italian négociants will likely be releasing their Prosecco stocks in increments, in an attempt to maintain order among Prosecco devotees. He also fears the shortage will cause a spike in prices.
“It’s an opportunity indeed for prices to rise – in some cases “by 50 per cent,” he told The Drinks Business.
The Drinks Business also reported that some companies seeking to cash in on the Prosecco shortage have produced a Prosecco-like product going by the moniker of Provetto.
Bottoms up.
