Can a cocktail influence international trade? According to a study by the Universities of Turin and Verona, the answer is yes. The research "The Spritz Effect: Impact of Informal, Cultural Channels on Sparkling Wine Trade", published in the journal Applied Economics, demonstrates for the first time through an econometric analysis that the official recognition of the Spritz by the International Bartenders Association (IBA) in 2011 contributed to the growth of Prosecco exports.
The inclusion of the Spritz on the IBA's official cocktail list transformed the drink into a globally recognised consumption format, increasing the visibility of Prosecco, its main ingredient, and strengthening demand for it in foreign markets.
The study cross-referenced Google Trends data, international trade models and statistical techniques to measure the causal effect of the cocktail's spread. The results show that the rise in the Spritz's popularity is associated with a significant increase in Prosecco exports, even when accounting for the possible role of tourism to Italy. The research also highlights that the same effect did not occur for other competing sparkling wines, such as Spanish Cava, suggesting a direct link between the international spread of the Spritz and the success of the Italian wine.
The study opens up a new perspective on the relationship between culture and trade: social practices, consumption rituals and globally recognised symbols can become tools of economic promotion and contribute to the growth of Made in Italy.
All rights reserved © Copyright ANSA
