It can be a blessing and a curse for a wine country to gain mass popularity for one style of wine. Like an actor famous for their hilarious performances that dares to lead in a drama, they will be judged all the harder for trying to break the mould.
Italy is one such wine country; think Chianti, Pinot Grigio and now Prosecco. It has reinvented itself successfully several times but rarely succeeded in commanding top shelf pricing for what become commodity wines. The trouble with Prosecco, their most recent hit, is that it has become so successful it has changed the dynamics of the entire sparkling wine category: it has taught us all that bubbles are now affordable and paying much more than a tenner for those from Italy is not really necessary.