Whilst Champagne is still in a different league when it comes to value, on a purely volume game, Prosecco is appealing to a modern, price conscious consumer that has an ever growing sweet tooth with its light, slightly sweet style. Moreover, it gives consumers the ‘occasion’ experience of popping a bottle of bubbles in a bar or amongst friends at a fraction of the cost of Champagne.
Whilst many Prosecco are traditionally dry, it is clear that the shift towards higher residual sugar has lead to the massive increase in demand.
So Prosecco has, perhaps by accident, started answering the millennial consumer’s demand for a light, slightly sweet, ‘occasion’ experience at an affordable price, which allows them to keep their heads a little better.
We say "cheers!”, and long may it continue, as anything that gets people engaged with wine is good for the industry as a whole.
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