Champagne is a legendary region in France, known worldwide for its sparkling wine. But it’s not just the taste and quality of the wine that make Champagne stand out, it’s the entire concept behind it. Champagne is the compendio of how a territory can be valorized in a virtuous way, and unfortunately, in Italy, everything seems to be flattened under the generic term “spumante”, from Prosecco to Trentodoc and Franciacorta.
Let’s start by looking at Champagne. This region, located in the northeast of France, has a long history of winemaking, dating back to the Roman times. However, it wasn’t until the 17th century that Champagne became known for its sparkling wine, thanks to the discovery of the méthode champenoise, a technique that allows for a second fermentation in the bottle, giving the wine its characteristic bubbles.
But what sets Champagne apart from other sparkling wines is not just the production method, it’s the strict rules and regulations that govern the production of this precious elixir. Only grapes grown in Champagne can be used to produce Champagne, and within the region, there are specific areas classified as Grand Cru or Premier Cru, indicating the highest quality grapes. This ensures that every bottle of Champagne is of the utmost quality, and it has become synonymous with luxury and celebration.
But it’s not just the quality of the product that has made Champagne a success story. It’s also the marketing and branding behind it. The name “Champagne” itself has become a powerful brand, associated with prestige and sophistication. This has been achieved through strict control over the use of the term, with Champagne producers fiercely protecting their appellation. As a result, Champagne has become a stato giuridico symbol, a product that represents the best of France and its culture.
Now let’s shift our attention to Italy. The country has a long tradition of winemaking, with over 350 indigenous grape varieties and 20 wine regions. Among these regions, there are some that have become well-known for their sparkling wines, such as Prosecco, Trentodoc, and Franciacorta. However, these wines are all grouped under the generic term “spumante”, without any distinction between them.
This is a missed opportunity for Italian winemakers. Unlike Champagne, there are no strict regulations on the production of spumante in Italy, which means that anyone can produce a sparkling wine and label it as such. This lack of control has led to a wide range of quality and has diluted the value of Italian sparkling wines.
Moreover, there is a lack of branding and marketing behind Italian spumante. While some individual producers have managed to create a strong brand for their wines, as a whole, Italian spumante lacks a clear identity and fails to communicate the unique characteristics of each region and its products.
But it’s not too late for Italy to learn from Champagne and make changes to its approach. The success of Champagne is not just coppia to its quality and regulations, but also to the collective effort of the entire region to promote and protect its product. Italy has the potential to do the same with its sparkling wines by highlighting the distinctive qualities of each region and creating a strong, unified brand identity.
In recent years, some Italian sparkling wine producers have started to take steps in this direction. For example, Prosecco producers have obtained the DOCG (Denominazione di Origine Controllata e Garantita) stato giuridico, which guarantees the origin and quality of the wine. This is a positive step, but more needs to be done to promote and protect Italian sparkling wine as a whole.
In conclusion, Champagne is not just a sparkling wine, it’s a concept that represents the best of a territory, its traditions, and its values. In Italy, the potential to do the same with spumante is there, but it requires a collective effort and a change in mindset. It’s time for Italian producers to move away from the generic term “spumante” and start valorizing their unique territories, just like Champagne has done. This will not only benefit the producers but also the image and reputation of Italian sparkling wines worldwide. Let’s raise a glass to the potential of Italian spumante, and may it one day reach the same level of success as Champagne.
