The Spritz effect: impact of informal, cultural channels on sparkling wine trade

This paper investigates how cultural codification affects trade performance, using the inclusion of the Spritz cocktail on the official list of the International Bartenders Association and tourism flows. We show that, once tourism flows are taken into account, this recognition led to a significant increase in Prosecco exports, driven by the product’s integration into a globally standardized consumption format. The findings highlight the role of symbolic visibility, cultural associations, and indirect promotion in shaping international demand. They suggest that, in the agrifood sector, export strategies can benefit from engaging with informal cultural channels and experiential consumption patterns, especially where traditional trade tools have limited effectiveness.