3 Reasons Why the Time is Right for Premium Prosecco

Prosecco cocktail

In our Spring Market Report, Nielsen’s sales figures showed an 8% rise in volume and 15% rise in value in the Off Trade for sparkling wine – which comes as no surprise.

Our latest Market Report shows that strong growth is still evident, 20% volume and 24% value growth for 12 weeks up to 26th April 2014. It would, however, be naive to think this growth is sustainable if we see increasing prices and no innovation. Rather than relying on customers paying more for the same product, now is the time to focus on premiumisation in the Prosecco category.

1)

To maintain and continue to grow sales, consumers need to find new avenues of value within the category. It’s not about competing with Champagne but helping consumers appreciate the different styles of sparkling wine that are available. As more products enter the sparkling category from different countries with similar taste profiles to Prosecco, a quality message about Prosecco will help to avoid confusion in the eyes of the consumer.

2)

The story of a brand helps a product stand out on the shelf. The premium range of sparkling wines from Bisol has an unrivalled presence in the UK On Trade, owing to their heritage and consistency. Their history can be traced back hundreds of years around the Valdobbiadene region, and the family are at the vanguard of developing quality Prosecco cuvees.

3)

As operators from Russell Norman’s Polpo to Zizzi add small cicchetti-style dishes to their menus, so interest will continue to rise regarding the 'authentic' way to serve and replicate them them at home. In addition to this, we are seeing a continued rise in demand for Prosecco-based cocktails which are fashionable and easy to make. The versatility of Prosecco means it is ripe for cross-category promotions appealing to a wide range of consumer groups.

 

Date:
21st May 2014


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