EU Agreement Secures Prosecco Use in Australia and Opens Export Opportunities
Wine Victoria welcomes the outcome of negotiations between Australia and the European Union, with Australian producers retaining the right to use the name Prosecco domestically as part of a broader trade agreement delivering significant benefits for wine exporters.
“This is incredibly welcome news for Australian producers and consumers,” said Katherine Brown of Brown Family Wine Group and a board member of Wine Victoria. “After more than a decade of discussion, we can proudly retain the use of Prosecco in our own market it’s a moment worth celebrating. After years of uncertainty, today marks a positive and defining moment for our industry. Retaining the name Prosecco in Australia supports our producers and gives consumers clarity, now it’s time to pop a bottle and celebrate”
Victorian producers account for around 80 per cent of Australia’s Prosecco production, and the variety has become one of the most dynamic and popular segments of the state’s wine industry. Across Victoria, Prosecco has driven significant investment, tourism and employment in regional communities.
While the agreement introduces changes to the use of the name in export markets over time, it also delivers improved access to key European markets, reduced trade barriers and greater certainty for Australian wine exporters—supporting the continued growth of Victoria’s premium wine regions and enhancing their global profile, helping to attract high-value visitors to regional communities.
Wine Victoria CEO Stephanie Duboudin said the agreement provides important certainty for the domestic market while also opening up new opportunities for Victorian producers in key international markets. “We will be working closely with government and industry to support producers in navigating the changes and maximising the benefits of improved market access, reduced trade barriers and increased global exposure for Victoria’s premium wine regions.”
Wine Victoria thanks growers, wineries and industry bodies, including Australian Grape & Wine, for their collaborative advocacy throughout the negotiation process.