Prosecco sales up 72% in UK off-trade

Sales of Prosecco increased 72% by value in the UK off-trade in the last year, beating Champagne which saw sales dip by 1.2%, according to the latest figures by IRI.

For the 52 weeks to 18 July, Prosecco sales totalled £338 million, up by £142 million, an increase of 72% on the previous year. By volume, sales increased by 78% to just over 37.3 million litres.

In comparison Champagne achieved a modest increase of 1.2% in value sales, just tipping over the £250 million mark, while volume sales dropped by 0.4% to 9.8m litres.

Despite this drop, the category’s top two players in the UK market, Moët and Lanson, both achieved growth, which IRI said suggested that shoppers are “turning away from lower-tiered products that don’t have the brand cachet to differentiate them to other competitors in the sparkling wine category.”

Sales of Cava took the biggest hit, dropping by 11% to £18.5 million, and 16.5% by volume to 2m litres.

Sales of all other sparkling wines saw an increase in value sales of 28.6% to £585 million, while volumes jumped 28% to 68m litres, making this the biggest category overall by volume and value.

Toby Magill, head of beer, wine and spirits insights at IRI, said: “Prosecco is a fashionable drink that provides a cheaper and excellent quality alternative to Champagne. It’s no wonder that it now outpaces champagne in value and volume and is being chosen above champagne at weddings. It’s quickly becoming the nation’s summer drink of choice.”

“Champagne brands will need to focus on helping shoppers see the value of their premium brands if they want to fend off the advances of their popular Prosecco cousins as they move into the premium end of the sparkling wine category”, added Magill.

IRI’s analysis is based on actual sales across UK off-trade retailers including supermarkets, off-licenses, convenience stores and independents in the 52 weeks to 18 July.