Why do you believe your products can be successful here?

The UK has long been one of the world’s most important markets for Prosecco but today’s consumers are looking beyond price for authenticity, provenance and genuine quality. We believe Follador is well positioned to meet these expectations.

Our family has been producing wine in the heart of the Valdobbiadene hills since 1769. Our focus has always been on expressing the unique characteristics of our vineyards through elegant, refined wines that are true to their origin. As consumers become more knowledgeable, we see growing appreciation for premium Prosecco DOCG, and this is where Follador offers real quality.

What trends are you seeing in the UK?

There are several positive developments, despite a tough outlook overall. Greater attention is being paid to regional identity, alongside premium and super-premium Italian wines – appellations such as Valdobbiadene Prosecco Superiore DOCG.

Hospitality is placing greater emphasis on curated wine lists that tell a story. Restaurants and specialist retailers increasingly value producers that offer authenticity, consistency and a strong family heritage, qualities that have always defined Follador.

Let’s talk business partnerships.

We have a long-standing relationship with importer/distributor Freixenet Copestick, having worked with the company since its early days when it was called Copestick Murray. They service our key partners in the on- and off-premise sectors such as Mitchells & Butlers, Greene King and Waitrose.

Looking ahead, we are keen to strengthen relationships with premium retailers, restaurant groups and hospitality operators. We value long-term partnerships and opportunities to collaborate on staff training, consumer education and promotional events that help communicate the unique characteristics of Valdobbiadene Prosecco Superiore DOCG, while driving mutual commercial success.

How is Italian wine evolving?

Through innovation, while remaining firmly rooted in tradition. People appreciate the diversity of Italian regions and grape varieties, creating exciting opportunities for producers who can clearly communicate their identity.

Our greatest challenge is demonstrating the difference between premium Prosecco Superiore DOCG and more commercially driven sparkling wines. But competition encourages all producers to continue investing in quality, sustainability and consumer education, ultimately benefitting the entire category.

How do you find the right price point in such challenging times? 

We recognise the pressures facing businesses and consumers. Our objective is not simply to offer the lowest price but to provide exceptional value through consistently high quality.

Thanks to our experience, efficient production methods and long-standing relationships, we maintain competitive pricing without compromising the standards that define Follador. Long-term value comes from reliability, consistency and customer satisfaction rather than short-term discounting. 

What makes your winery unique?

Follador represents more than 250 years of family history. Few wineries can trace such a continuous connection to the same territory and passion.

A distinguishing feature is our commitment to preserving the purity and elegance of the fruit. Our proprietary Gianfranco Follador® Method was developed to enhance the aromatic expression and finesse of our wines, while respecting the natural characteristics of the grapes. Combined with vineyards in the UNESCO-listed hills of Valdobbiadene, this allows us to produce elegant, balanced and unmistakably authentic wines. 

What’s the future for Prosecco?

We believe it’s very positive, particularly for premium products. While the category has achieved remarkable international success, there is still significant potential for consumers to discover the diversity and quality found within the Prosecco Superiore DOCG denomination.

We have have an important opportunity to showcase the unique characteristics of Valdobbiadene and reinforce Prosecco’s reputation as a world-class sparkling wine.

How has the perception of Prosecco in the UK changed?

Initially, it became known as an accessible and enjoyable sparkling wine for everyday occasions. Today, the conversation has become more sophisticated.

Consumers recognise that not all Prosecco is the same. There is appreciation for premium expressions, smaller family producers and a clear sense of origin – compared to other sparkling wines from France, Spain or the UK.

People want to understand where a product comes from, how it is produced and what makes it distinctive. In response, we continue to invest in quality, sustainable vineyard practices and education. We work closely with partners to communicate our story through tastings, training and events, plus other activations.

Wine tourism is an important asset for wineries. Do you consider it a valuable tool?

Absolutely. It allows people to experience the landscape, culture and passion behind every bottle. Visiting our winery and the UNESCO World Heritage hills of Valdobbiadene creates a lasting emotional connection that cannot be achieved through the product alone.

Many of our strongest international relationships have begun with a visit to our estate. Importers, restaurateurs, journalists and consumers who experience the territory first-hand gain a much deeper understanding of our philosophy and quality. Wine tourism will continue to play a vital role in strengthening consumer loyalty and international business partnerships.