Last week, wine producers made their way to Canberra to brief parliamentarians on why Australian wineries shouldn’t be banned from using the grape variety name ‘prosecco’.
As part of a campaign led by Australian Grape and Wine (AGW), the producers were challenging a push from the European Union for Australian grown prosecco to be named ‘glera’ or labelled ‘Australian prosecco’, as part of a broader free trade agreement between the countries.
With a decision to be made imminently, AGW chief executive Lee McLean said the European Union’s approach to the issue was motivated by a desire to protect Italian producers from competition, and “nothing more”.
Prosecco is a sparkling white wine, originating from the Valdobbiadene region in Veneto, Italy. It’s made from prosecco, or glera grapes. According to AGW, the value of Australian prosecco is about $200 million per annum.
AGW said prosecco had been “a shining light” in the country’s wine sector as it faced ongoing trading challenges.
“These producers are here [in Canberra] to make sure our politicians understand that decisions relating to prosecco have significant consequences for businesses, regional communities and ultimately people,” Mr McLean said.
“Prosecco isn’t just a bargaining chip for our negotiators.”
Adam Paleg is a winemaker at Mount Macedon’s Mount Towrong Vineyard, where they produce prosecco – he said the name was a powerful marketing tool with a strong following.
“Hypothetically if we did have to change the name to glera or something else, there is a big unknown about the effect it would have on the sales of Australian prosecco,” he said.
Mr McLean said prosecco was a grape variety name, just like Chardonnay or Cabernet Sauvignon, and should be treated that way.
“If we don’t back our producers now, there is a real risk other varieties like Vermentino, Fiano, Nero d’Avola and Montepulciano will be next in the firing line,” he said.
