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The Prosecco Superiore DOCG Industry Structure: Current Status and Evolution over Time

In: The Palgrave Handbook of Wine Industry Economics

Author

Listed:
  • Eugenio Pomarici

    (University of Padua)

  • Luigino Barisan

    (University of Padua)

  • Vasco Boatto

    (University of Padua)

  • Luigi Galletto

    (University of Padua)

Abstract

This chapter investigates the industry structure of the Conegliano Valdobbiadene Prosecco Superiore DOCG sparkling wine. By assembling multiple-source data, we develop a schematic flow chart of the supply chain structure, which has been segmented into four different strategic models. We observe that the fully integrated production chains (i.e. wine growers and wine cooperatives) generate 38% of the aggregate output, while the transformer-bottlers and plain bottlers, which are non-integrated chains, deliver the majority (62%). However, the analysis results for the 2010–2016 period have shown that the bottled wine growth has affected all the supply chains, keeping the actors’ market shares on the aggregate wine volume substantially unchanged. Intermediate markets for grape and base wine play a significant role within the chain structure. The industry structure appears highly fragmented at the grape production stage, while it exhibits a rather notable degree of concentration in the bottling phase. The intense interrelation among different operators seems to be one of the key factors of Prosecco Superiore DOCG’s enduring success.

Suggested Citation

  • Eugenio Pomarici & Luigino Barisan & Vasco Boatto & Luigi Galletto, 2019. "The Prosecco Superiore DOCG Industry Structure: Current Status and Evolution over Time," Springer Books, in: Adeline Alonso Ugaglia & Jean-Marie Cardebat & Alessandro Corsi (ed.), The Palgrave Handbook of Wine Industry Economics, chapter 22, pages 421-435, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-98633-3_22
    DOI: 10.1007/978-3-319-98633-3_22
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