Progrigo from Asda

Asda has launched a new blend of Prosecco and pinot grigio to give fizz fans a cheaper fix.

Progrigio is rolling out in Asda nationwide from this week. Priced at £5 for a 75cl bottle with an abv of 11%, it “tastes just like Prosecco but at a lower price point”, the retailer claimed, with “crisp, fresh and delicately floral” aromas balanced by a “dry profile”.

The NPD follows warnings by the WSTA (Wine and Spirit Trade Association) that Prosecco prices could rise by as much as 9%, or 59p per bottle, due to potential alcohol duty increases and the weaker pound.

Asda, which has seen sales of Prosecco rise 33% over the past two years, said that as global demand for the sparkling wine increased, Brits would “inevitably” feel the impact of rising costs from suppliers.

“We always strive to keep prices as low as possible without compromising quality, and we believe Progrigio is the ideal affordable sparkling wine alternative,” added Ed Betts, Asda wine buying manager.

“We want to protect the demand for sparkling wine by offering customers more choice, and by moving slightly away from the Prosecco region we have discovered a great example of quality fizz at an everyday price.”