Wine Importing and Marketing Services

What’s In a Name? Italy’s Prosecco Producers Distraught Over Croatian Prošek

Illustration by Eric DeFreitas

Anger is brewing in Prosecco country. In Veneto, Italy, winemakers are outraged over Croatia’s recent application for European Union (E.U.) recognition of Prošek, a centuries-old dessert wine.

Prosecco producers fear the similarly named wine might jeopardize their global marketability, but wineries in Croatia aren’t sure what the fuss is all about.

Last month, when the E.U. announced it would consider the Croatian application to establish Prošek as a geospecific product, there was an immediate backlash from Italian producers sensitive about any “Italian-sounding” product coming from another nation. President of the Veneto region Luca Zaia lambasted the decision by Brussels as “shameful.”