Since 2016 an agreement has been active between the Prosecco DOC Consortium and The Hermitage Museum of St Petersburg, signed in the presence of the Director General of the Hermitage State Museum, Michail Piotrovsky, the President of the Consorzio di Tutela of Prosecco DOC, Stefano Zanette, the Italian Consul at St Petersburg, Luigi Estero, and the Vice-President of the Hermitage State Museum, Vladimir Matveev. The memorandum of understanding is aimed at a joint commitment to studies, research and shared projects exploring the historic relationship between Culture and Wine and between Art and Wine.

In November 2019 the special Prosecco DOC bottle was redesigned with a new elegant and refined label, with the colours both of the Italian bubbles and of the Russian museum.

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