Analysis - The Value of Prosecco

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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

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