Ep 8: How The World Went Wild for Prosecco and Launched a Trade War

What happens when sparkling wine, global trade policy, and Paris Hilton collide? In this episode, Felicity Carter and Lulie Halstead take a deep dive into the unlikely but very real international trade war over Prosecco.

What could be more civilised than a glass of refreshing Prosecco, or a colourful Aperol Spritz? And yet this aperitivo ritual, adopted around the world, led to one of the most bitter fights in wine.

From vineyard slopes in northern Italy to Australia’s King Valley and the halls of the EU, this is a story of politics, marketing, and viticulture — and how one celebrity upended the serene world of wine.

In this episode:

• Prosecco, from humble beginnings to international juggernaut
• The invention of the Aperol Spritz — and why everybody’s drinking it
• How a flying visit by celebrity Paris Hilton caused a regional crisis
• The wily politician who exploited a legal loophole
• Why an international trade war ensued

Meet Your Hosts:

Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a successful PE exit. Today she is a renowned global beverage alcohol and wine sector specialist, focused on consumer behaviour, strategy, retail and hospitality. An accomplished keynote speaker, she has spoken at more than 70 international events over the past 20 years.

Felicity Carter is an award-winning wine and drinks journalist, editor and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker, she was named a 2024 Industry Leader by WineBusiness Monthly.