The push by the Prosecco DOC di Conegliano-Valdobbiadene Consortium is designed to boost sales and educate the trade and consumers that Prosecco from the DOC is of higher quality than Prosecco from the IGT.
It will include "a comprehensive media relations campaign" and a repeat of the consortium's annual tasting at London's Institute of Directors on Oct 19.
Around 40 DOC producers will exhibit at the tasting, and Tim Atkin MW will present two seminars about the DOC.
For the first time non-trade guests will be invited to the event for a evening tasting.
Director Giancarlo Vettorello said: "With
UK consumers ever more discovering Prosecco DOC di Conegliano-Valdobbiadene we want to give utmost support the importers, retailers and the hospitality industry to maximise the potential of this exciting growth.
"We are confident the planned programme will meet the needs of the trade and consumers alike."