Bibendum reports ‘massive’ increase in premium prosecco

prosecco glass

Sales of premium Prosecco have seen a major increase over the past year at leading on-trade drinks supplier Bibendum Wine.

Over the past 12 months, its sales of proseccos costing 20% or more than the average price on its list has seen an increase of 150%.

Sales of super-premium, classed as prosecco that costs 50% or more than the average, have seen an increase of 295%.

Overall, Bibendum has seen massive growth across the prosecco category. In the last quarter, it reports that prosecco sales rose 33% by volume and 15% by value. With the festive trading period about to start, it is expected that growth within this category will continue well into the new year.

Bibendum puts the increase down to consumers trading up within the category as they become more familiar with the different styles and flavours associated with the Italian sparkling wine.

It also believes it is linked to reports of a move towards widespread consumer spending again after years of recession, with the on-trade seeing consumers opting for a more premium option.

Mark Riley, sales director for Bibendum, said: ‘It has been widely reported that prosecco is driving massive growth within the sparkling wine category. It seems that now that there is an established customer base for prosecco, the tastes of these customers are evolving.

“Prosecco is no longer seen as a cheap alternative to champagne – it is a category within its own right. Consumers are now looking to experiment within the category and trade up to try a more premium example of a sparkling wine they enjoy.”

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