Prosecco sales fizz up 72% while cava and Champagne remain flat

19 August 2015 by Hannah Thompson

Sales of Prosecco have increased by 72% in the past year, outstripping Champagne and other sparkling wines for the third year running, according to grocery sales data from shopper intelligence agency IRI.

Sales of Cava were down by more than 10%.

Prosecco sales now total £338m, adding £142m to the grocery sector overall. This represented a 72% sales value growth in the past year (£197m compared to £339m), and a 78.8% rise in volume sales, to the 52 weeks ended 18 July 2015.

Ironically, Champagne was flat, with value growth of 1.2% in the last year, and volume sales down by 0.4% (value: £247m in 2014; £250m in 2015; volume sales: 9,879,904 litres in 2014 compared to 9,840,094 litres in 2015). However, analysis suggests that shoppers are actually just moving towards higher-end and premium Champagnes instead, with the number one and two brands, Moët and Lanson, reporting good sales years.

Cava was significantly down, by 11.1% this year compared to last year, with value sales dropping to £18,593,380 in 2015 compared to £20,920,678 in 2014.

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."

He added that Champagne manufacturers would need to focus on helping shoppers see the value of their premium brands, in order to capitalise on the trend.

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