Tip Your Hat To Mionetto For Breaking Prosecco Into The USA 25 Years Ago + GIVEAWAY
Imagine a world without Prosecco in it: no Aperol spritz, no bottomless mimosas, and a lot less smiles! That was the USA just 25 short years ago, before a confident Italian man named Enore Ceola came to New York to hand-sell the merits of the North-Eastern Italian sparkling wine made from the unique grape variety we now know as Glera. Despite its short history of being imported into the USA, Mionetto has been producing quality sparkling wine in Valdobbiadene - the heart of the Prosecco area - just north of Venice since 1887. I got to catch up with Ceola, affectionately known as "The Godfather of Prosecco" and the CEO of Freixenet Mionetto USA, to ask a few questions about his experience in king-making Prosecco:
MK: Can you share the feeling you had going to store to store in NYC twenty-five years ago + sharing Mionetto with buyers/shop owners?
EC: I had relocated from Italy to New York with the goal of introducing Prosecco to the U.S. market. In the beginning, I was going store-to-store meeting buyers & owners explaining to anyone who was willing to learn more about Prosecco, its quality, history and the success it had in Italy. With perseverance, passion and hard work we started to gain the support of stores and restaurants in promoting Mionetto.
From the beginning we never presented Mionetto & the Prosecco category as a Champagne alternative. It was important to us that we remained true to who and what we are -- a crisp, fresh, fruity, and easy drinking quality Italian sparkling wine that’s affordable and doesn’t require an occasion.... in-fact our headline was 'Mionetto Prosecco, no occasion required'!
MK: Now 25 years later, how do you feel seeing Mionetto in stores today? Does it bring back any memories?
EC: Thinking back to the first days it makes me smile and feel very grateful! Our (small) team was very dedicated and passionate and the success we achieved is beyond anything we would have imagined in 1998! Even today, I still make time to go into stores during my travels and it brings me a huge feeling of accomplishment that our Prosecco is top of mind for consumers and accessible thousand stores, restaurants, online + can easily be ordered via delivery platforms as well. I would say this is the real 'American Dream'.
While most wineries may just take a victory lap, Mionetto has pushed hard to make this calendar year not only memorable, but they've used the milestone as inspiration to continue innovating and pushing the business forward. 2023 saw the renovation of their Winery Hospitality Center, as well as the release of their alcohol-removed bottling, and a refresh on labels for their core products.
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Mionetto Prosecco is proud to announce its 25 Year Anniversary in the U.S market. Recognizing the potential of Prosecco and under the direction of Freixenet Mionetto USA CEO Enore Ceola, Mionetto was among the first imported Prosecco brands in the U.S. and the first to open a stateside office. After achieving local success within New York, Ceola led the brand to expand nationally to become the leading Prosecco brand within the sparkling wine category. “It’s been a phenomenal experience over the last 25 years,” says Ceola. “Mionetto has been at the forefront of innovation and winemaking for over a century and we are proud to see the evolution and brand growth in the U.S. and globally.”
Born in Italy, Shared Everywhere. As Italy’s foremost Prosecco producer with 135-plus years of winemaking expertise, Mionetto will commemorate its U.S. anniversary with various consumer programming including the Il Passaporto events nationwide, monthly online & in-store sweepstakes and more.
Retail Sweepstakes - Retail shoppers can complete their entry for the grand prize trip to Italy featuring stops in Venice, exclusive Mionetto winery tasting & experience, 5-star hotel accommodations and more. Various points of entry will soon be available via dedicated in-store QR codes found on POS displays with consumers also able to enter by visiting MionettoAnniversaryTrip.com.
Mionetto Receives “Orange Soul” Packaging Refresh - The eye-catching orange pantone 27-degree angle label, synonymous with the iconic Mionetto Prestige Prosecco DOC Treviso Brut is set to expand across the portfolio to the Organic Prosecco DOC, Prosecco Rosé DOC and Valdobbiadene Prosecco Superiore DOCG. The label update will further reinforce Mionetto as an innovative and authentic sparkling wine producer.
Mionetto Winery Hospitality Center - This summer, Mionetto will unveil its new hospitality center featuring enhancements that convey the spirit of the brand and the Prosecco region. The use of old and new materials including artisanal woodwork, local stones for traditional finishes will further reinforce the winery’s rich history and modern transformation, as we know today. The main building will feature a wine shop, tasting bar and rooms along with large, refined gardens reminiscent of Venetian villas. Additional restorations within the winery include the winery’s new cellar and production site. Developed with the goal of integrating into existing landscape, it is characterized by a sustainable approach based on underground architecture featuring new bioclimatic architecture, rainwater harvesting systems, and newly installed renewable energy sources to keep the winery operational.
Social Media Sweepstakes - On the 25th of each month, @MionettoProseccoUSA will host a 24-hour giveaway on Instagram giving followers and fans alike a chance to win a travel-inspired prize consisting of Bric’s Milano suitcase and Mionetto merchandise. All entries via post comments are entered to win the luxurious grand-prize trip to Italy.
