Blog: Andy MortonHow many Prosecco brands can you name?

Andy Morton | 17 February 2016

At a media breakfast in London, Pernod Ricard CEO Alex Ricard gave an interesting response to a question he's no doubt asked a lot.

Is he worried about the threat of Prosecco to his company's Champagne brands?

Instead of replying, Ricard asked the inquiring journalist if she could name him three Prosecco brands. The journalist couldn't even manage one, so Ricard asked if she could name three Champagne brands - a far easier proposition.

His point, of course, is that while Prosecco may have the lion's share of growth in sparkling wine, it has yet to back that up with brands than consumers recognise - in the UK at least. To Ricard, who's company owns some of the world's most recognisable brands, that's a major failing - and the reason he doesn't lose much sleep over Prosecco's rise.

Click here to read: Boom time for Prosecco; a segment with a big branding problem

Sectors: Wine

Companies: Pernod Ricard


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