If you’ve been to a party in the past year, you’ve probably been offered a glass of it. In fact, you’re probably drinking it right now.
The mystery beverage? Our new favourite sparkling wine: Prosecco. As a nation, we glugged down 21 million litres of the Italian fizz in 2014 - more than twice as much as the year before, and more than Champagne and cava combined [Kantar 52 w/e 4 January 2015]. Despite a 5.1% fall in average price, the category is now bigger than the far more expensive Champagne.
Prosecco is the driving force of the wine category, accounting for all its volume growth. It also makes up just under half the value hike in wine, which grew 4% to £5.08bn last year, surpassing £5bn for the first time. So where has its sudden intense popularity come from, and how can it maintain momentum? And what can the struggling still wine category do to regain some fizz?
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