Prosecco has now overtaken Champagne in terms of sales volume, with the Italian sparkling wine outpacing the world renowned iconic French region by 3 million bottles
Prosecco has now overtaken Champagne in terms of bottle sales, with the Italian sparkling wine outpacing the world renowned iconic French region by 3 million bottles, selling 307 million bottles to Champagne’s 304 million in 2013.
So what has caused this massive increase in popularity for Prosecco over recent years?
I put it down to two factors that are generally a winning formula in food and beverages worldwide: sweetness and price.
As much as we may hate to admit it, if you look at many foods and drinks, a constant we can see is that if there is something that pleases our sweet tooth and doesn’t hurt our wallet – it can sell; and sell a lot.
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.
Another factor is that Prosecco is generally lower in alcohol. This may come as a surprise, but today's younger consumer is not all about the hefty alcohol punch of older generations.
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.