Prosecco DOC to the Rhythm of Great International Music: From Montréal to Lytham

From 25 June to 4 July 2026, Prosecco DOC served as the Official Sparkling Wine and Supplier Partner of the Montréal International Jazz Festival, the world’s largest jazz festival, attracting more than 2 million attendees. Featuring over 350 concerts and approximately 3,000 artists from more than 30 countries, including renowned performers such as Diana Krall, St. Vincent, and Kamasi Washington, the event provided an outstanding international showcase for the Denomination.

The Prosecco DOC brand was featured across the festival’s 16 bars, within the VIP Terrace Suites, and at the SAQ Bistro, offering visitors the opportunity to enjoy Prosecco DOC in some of the event’s most exclusive settings.

A range of consumer engagement activities also took place within the dedicated Prosecco DOC Area, designed in authentic Dolce Vita style. The space brought the festival to life through interactive quizzes, mixology sessions, and spectacular sabrage demonstrations led by Prosecco DOC’s Canadian Brand Ambassadors, Fanny Gauthier and Guénaël Revel, together with wine expert Karine Duplessis Piché. These activities helped create an immersive and memorable experience for festival-goers.

From 1 to 5 July 2026, Prosecco DOC was the Exclusive Partner of Live from Lytham, one of the United Kingdom’s leading music festivals, which celebrated its 15th anniversary in 2026.

The festival welcomed internationally acclaimed artists including Teddy Swims, Alanis Morissette, Michael Bublé, Pet Shop Boys, and Pitbull, attracting an estimated audience of approximately 120,000 attendees over the five-day event.

Prosecco DOC also served as the Presenting Partner of the VIP Garden, the festival’s premium hospitality area, which hosted between 5,000 and 6,000 guests per day. The partnership included exclusive pouring rights throughout the VIP areas and key beverage outlets across the festival site.

In addition, the collaboration featured an educational programme comprising guided tastings and cocktail masterclasses led by Brand Ambassador Neil Phillips and Gaspare Di Carlo, further enhancing visitors’ appreciation and knowledge of Prosecco DOC.

To mark the 10th anniversary of Power Hits Estate, RTL 102.5’s flagship summer music event is expanding to two major locations. The musical journey, exceptionally launched on 31 May in Rome at the Centrale del Foro Italico, will culminate on 1 September in the stunning setting of the Arena di Verona, where the Song of the Summer 2026 will be crowned and celebrated, fittingly, with Prosecco DOC.

Behind the scenes, the Prosecco DOC-branded Lounges will welcome artists and VIP guests during rehearsals and performances, providing an exclusive space dedicated to networking, relaxation, and conviviality.

Also in July, within the Treviso area, Prosecco DOC will accompany two major music events with strong appeal among younger generations, particularly Gen Z audiences: the concerts of Kid Yugi (10 July) and Sfera Ebbasta (16 July) at the Arena della Marca di Villorba / Ippodromo Sant’Artemio.

The two concerts are expected to attract a combined audience of approximately 30,000 attendees, further strengthening Prosecco DOC’s connection with contemporary music and younger consumers.

“Music, like wine, is a universal language capable of bringing together people and cultures,” says Giancarlo Guidolin, President of the Prosecco DOC Consortium. “Being present on international stages such as Montréal and Lytham, as well as at major events across Italy, reflects a commitment that goes beyond product promotion. It is a way of expressing the identity of Prosecco DOC through culture, both in Italy and around the world.”

The Prosecco DOC Consortium has long been active across multiple fronts, including sustainability, social responsibility, trademark protection, and the global promotion of the brand. This commitment is also pursued through sports partnerships and support for cultural initiatives, in this case music, in prestigious settings both in Italy and abroad.