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Prosecco up 72% in off-trade to overtake Champagne sales by value

Published:  19 August, 2015

British consumers spent more on Champagne than prosecco in the last year.

British consumers spent more on prosecco than Champagne in the last year.

New figures from IRI show that value sales of prosecco soared by 72.1% in the off-trade to £338.6 million in the year to July 18, a rise from just under £200 million a year earlier.

Champagne also saw value growth over the year - but at a more modest 1.2% - with annual sales sitting at just over £250 million.

Prosecco already outsold Champagne on bottles sold but the gap in volumes grew with the Italian fizz ahead by 78.8% and Champagne sales flat.

IRI said that number one and two players in Champagne, Lanson and Möet, both had good years, suggesting that shoppers were turning away from lower-priced products within the category.

Spain suffered at the hands of prosecco's rise with Cava sales down 11.1% by value and 16.5% by volume.

Toby Magill, IRI's head of beer, wine and spirits insights, 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.

"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."

IRI's figures take in supermarkets, convenience stores, off-licence chains and independents.