Prosecco magnum sales ‘up 1,000%’

Sales of Prosecco magnums are booming around the world, with one key producer reporting a 1,000% uplift in year on year sales.

Conte Priuli de Oro has sold out at M&S

Speaking to the drinks business during the World Bulk Wine Exhibition in Amsterdam last week, Paolo Lasagni of Bosco Viticultori said:

“There’s a real trend for people wanting Prosecco in larger format bottles – we’re bottling magnums like crazy to keep up with demand.

“Our magnum sales are up by 1,000% and people are willing to pay more for magnums than the equivalent price of two 75cl bottles. Prosecco is booming in the US but has reached its peak in the UK – it had to happen eventually as that level of growth wasn’t sustainable.

Lasagni told db of the importance of eye-catching packaging to aid sales.

“We recently launched an own-label Prosecco brand in collaboration with M&S in a gold painted bottle called Conte Priuli Oro. It’s a £15 DOC as you can’t sell DOCG Prosecco in gold bottles.

“M&S launched it earlier this month and it has already sold out. They keep asking me for more stock, which was supposed to last them until March. People are looking for something different and something to show off with.”

Lasagni revealed that the US, Scandinavia, Canada and China are key markets for Bosco Viticultori.

“There’s a real opportunity for growth in China but it’s challenging in the medium term. We’ve been investing a lot in China and are barely breaking even at the moment,” he admitted.

He also revealed that a new ‘della Venezia’ DOC classification for Pinot Grigio might lead to a similar sales boom Prosecco experienced four years ago.

“The Veneto IGT accounts for 85% of Pinot Grigio production in Italy. The new ‘della Venezia’ DOC will come in to play next August and the wines will be of higher quality as they will need to be approved by a commission before bottling,” he said.

“It will be good to have a higher level of control over the quality level of Pinot Grigio coming out of Italy. I don’t think there will be a big price increase in the wines off the back of it. If the average quality of the wine improves, then consumption will rise,” he added.

Lasagni also spoke of the importance that Italy maintains its quality focus when it comes to wine production.

“We need to produce less wine but better wine in Italy. A good reputation won’t last you forever if you don’t have something concrete behind it to back it up,” he said.