In London they sell it as “Sparkling Italian wine” and it’s all the rage: Pizza Pilgrims in Soho, Tozi in Victoria and the Covent Garden restaurant
Read for you by Donatella Cinelli Colombini
It all started just before Christmas when a pub in Leeds promoted via Facebook Prosecco on tap. This news was then picked up by the Daily Mail and got a hashtag on Twitter that was very successful #proseccoontap. At that point the Veneto producers our out for blood soliciting the intervention of the Ispettorato centrale della tutela della qualità e repressione frodi.
In fact the European rulings impose the sale of Prosecco only in bottles. So the name of the wine was substituted and became “Sparkling Italian wine” but the type of wine has remained the same both in its aromas and in its taste. And the pub landlords use the “said and unsaid” to commercialize it as Prosecco even without specifically writing it.