UK tipplers hit ‘peak Prosecco’ as favourite beverage’s popularity falls 26%


The popularity of Prosecco may have hit its peak, as sales of the top tipple have fallen 26% since 2016.

New research from Naked Wines collected over a 10-year period has suggested that sales of Prosecco are now in decline, as other selections, such as sparkling wine come to the fore.

The findings, collected to mark the company’s 10-year anniversary, also found that Sauvignon Blanc is still a favourite choice among consumers, with Fiano, a high quality varietal grape grown in southern Italy, expected to be one to watch over the next 10 years.

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Sales of sparkling wine in the UK have risen 5% since 2017.

The survey also found that the backing for UK vineyards has risen exponentially and looks set to continue strong growth next year.

When it comes to regions, France, Italy and South Africa are the top three most popular regions, with wine from Greece, Hungary and Austria making dramatic comeback amongst the UK’s most sought after wines.

“It’s no surprise to see Sauvignon Blanc at the top of the list”, explains Eamon FitzGerald, MD at Naked UK. “Sauvignon along with Prosecco have done a great job of bringing people into wine and fizz, but what we’re seeing is a real interest in exploring other styles and grapes. We’re tipping Fiano and English Sparkling Wine as the big winners of the next 10 years.”

Looking to the next decade, Naked are predicting palates will be even more diverse than they are in 2018.

“What we’re seeing from our customers is a willingness to embrace new regions and styles, rather than just being guided by price and labels. South Africa is completely over-delivering on value and narrative right now, and looking a bit further ahead, I’m expecting big things to come from Eastern Europe and southern Chile” adds FitzGerald.

The survey also highlighted that buying wine by iPhone has increased 316% since 2014 and the most popular time of day to buy wine is 15.10 in the afternoon.

Naked Wines started business in December 2008 and now its online business model has gathered a database of wine trends from a loyal customer base worldwide, which now exceeds 400,000 wine drinkers.

Its customers, called Angels, subscribe monthly to an online platform where they order wine from Naked’s network of independent wine growers, enjoying discounts on their orders and the opportunity to get to know wine growers directly via the online network.

Tags : MARKET DATANaked WinesProseccosurvey
Zoe Monk

The author Zoe Monk

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