Consumer perception of Prosecco is improving, according to new Wine Intelligence report

By Erin Smith

Published: 19 May, 2015

According to a new Wine Intelligence report released today, 95% of consumers that drink Prosecco see it as 'very good or good value for money.'

The research is based on the response of more than 500 UK sparkling wine drinkers that were surveyed using the Wine Intelligence online consumer survey platform.

"Prosecco has managed to hit the perfect balance, offering a perception of quality and value for money without being perceived as too cheap, an image problem that has befallen some other sparkling wine types," said Richard Halstead, chief operating officer of Wine Intelligence.

Nearly half (47%) of consumers associate Prosecco with celebrations, while 46% see it as a good drink for social occasions. One in three sparkling wine drinkers enjoy Prosecco at least once a month.

Throughout 2014 Prosecco values were up 55% in the UK and have helped capital Great Britain into one of the top ten growth markets for sparkling wine.

Despite Prosecco being received as good value for money among sparkling wine drinkers, 10% of Champagne drinkers see it as 'poor value for money'. The largest portion of consumers perceive Champagne as high quality (81%), while 67% of consumers see Prosecco as high quality. Rosé Champagne also is perceived as high quality by 67% of consumers.

Only 23% of sparkling wine consumers drink Cava at least once a month and even fewer drink Champagne once a month (16%).

Despite the recent popularity of English sparkling wine, according to Wine Intelligence, there as a decline in consumption, along with New World and Asti. According to the report, 20% never drink sparkling wines from New Zealand, the US or Australia, 31% reported not drinking English sparkling wines, while 34% of those surveyed don't drink Asti.

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