Analysis

Analysis - The Value of Prosecco

Most popular

How to win the marketing war in spirits

Heineken 0.0's march to global success - Analysis

Where will Pernod focus its attention in 2019-21?

Is cannabis a new exit strategy US craft beer?

MORE

The UK’s love of sparkling wine, coupled with a desire for value for money, has proved great news for Prosecco.

Prosecco and Champagne winning sparkling wine race

Prosecco and Champagne winning sparkling wine race

Earlier this week,Lanson International published its annual Champagne category report, charting Prosecco’s meteoric rise - leaping by 61% in off-trade value terms last year compared to Cava, which fell 9%. Meanwhile, Champagne showed growth but not at the same rate as sparkling wine in general: Champagne and sparkling wine’s volume growth in the on-trade was +4.9% and +15% respectively, and value growth +19.5% and +83.1%.

Adding some flesh to the bones, researcher Wine Intelligence recently found that "95% of those who drink the Italian fizz regard it as very good or good value for money", compared to 83% of Champagne drinkers. At the other end of the spectrum, Wine Intelligence found "one in ten Champagne drinkers regard it as poor value for money, compared to just one in 100 for Prosecco".

Richard Halstead, COO of Wine Intelligence, said: "Prosecco has managed to hit the perfect balance, offering a perception of quality and value for money without being perceived as too cheap, an image problem that has befallen some other sparkling wine types."

"It’s no secret that Prosecco has captured the imagination of sparkling wine drinkers in the UK but this report fills in the gaps to help us understand why."

Moving away from Champagne and Prosecco, the report says New World fizz, Asti and English sparkling wine "all saw declines in consumption frequency over the past year".

At Lanson, Paul Beavis, MD for UK & international markets, said sparkling wine - particularly Prosecco - acts as a gateway for would-be Champagne consumers: "Customers come into the category through Prosecco as an entry level and evolve over time," he said, "as their palate matures into Champagne as their drink of choice…"

Perhaps, then, the race for sparkling success is still in the running.


Sectors: Wine

Related Content

"We have more ideas on the table than the capability to handle them" - just-drinks speaks to Marco M...

"We have started this journey of reshaping, redeveloping and relaunching Cinzano" - Gruppo Campari -...

Champagne Gains in the Battle for Sparkling Success - Comment

Champagne Gains in the Battle for Sparkling Success - Comment...

Boom time for Prosecco; a segment with a big branding problem – Comment

Boom time for Prosecco; a segment with a big branding problem – Comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?