Pass the Prosecco: How Pop Culture Embraced Italy’s Sparkling Export
Over the past fifteen years, Prosecco DOC has evolved from being an elegant Italian aperitivo choice to becoming a true pop culture phenomenon in the United States.
Not only on tables or in glasses during happy hours, but also on the screens of millions of viewers - from beloved TV series to viral TikTok content.
The result? Today, when it comes to bubbles that are both glamorous and accessible, Prosecco DOC is the immediate reference.
From Gossip Girl to the Upper East Side
The small-screen breakthrough came as early as 2011, when in Gossip Girl (S5E1 “Yes, Then Zero”), a simple offer of Prosecco became a natural part of the dialogue among New York’s young high society. “How about some cold Prosecco to k*ll the pain?”
Here, Italian bubbles were offered as the perfect remedy for Blair Waldorf’s setbacks—a detail that cemented their place in the vocabulary of Manhattan’s trendiest youth.
The Modern Family Gag
A year later, in Modern Family (S4E8 “Mistery Date”), Mitchell accompanies his father Jay while shopping in preparation for the arrival of a newborn, and a diaper bag turns out to be just as perfect for keeping a bottle of Prosecco cool. The joke works precisely because everyone knows what it refers to. It’s a moment of light comedy that normalizes Prosecco at the heart of mainstream American culture.
From The White Lotus 2 to Italy’s Showcase
A more recent example can be found in the second season of The White Lotus, set in Sicily. The American guests are welcomed at the hotel by Valentina, played by the talented Sabrina Impacciatore, with Prosecco (referred to as Italian Prosecco) during the arrival scenes in Taormina, which provide a scenic backdrop to the production. What better welcome to a memorable vacation than bubbles from Veneto and Friuli?
The Social Phenomenon: “Negroni… sbagliato… with Prosecco in it”
The most viral moment came in 2022 thanks to House of the Dragon star Emma D’Arcy. In an interview that became a global meme, they said: “A Negroni… sbagliato… with Prosecco in it.” Within hours, the clip exploded on TikTok, sending Google searches for the cocktail soaring by more than 5,600%.
Curiously, the sbagliato was actually born in Milan in the 1970s by replacing gin with Prosecco, so saying “with Prosecco” was technically redundant. Yet it was precisely that detail that made the line iconic and unforgettable.
From Fiction to Reality: Celebrities’ Prosecco
Numerous celebrities have launched their own Prosecco labels. From Insecure star Issa Rae to pop icon Kylie Minogue and R&B legend Mary J. Blige. Even comedian and TV host Graham Norton has joined the trend. It’s a true consecration that bridges Hollywood with the Prosecco DOC Dreamland, showing how Italian bubbles are no longer just a stage prop but a recognized lifestyle symbol worldwide.
From a sitcom punchline to a viral TikTok cocktail, Prosecco DOC has become an international cultural code. Whenever a scene needs to convey lightness, irony, or a touch of elegance, Italian bubbles are there—ready to spark the moment.
And if pop culture is a great collective party, Prosecco DOC, as we now know, belongs right at the center of the table.
