The Prosecco Superiore DOCG Industry Structure
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. 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