More men than women buy Prosecco in the UK

Research from the Consorzio Tutela Prosecco DOC has debunked the commonly held stereotype that Prosecco appeals more readily to women than men, revealing that in fact more men in the UK buy Prosecco than women.

More men than women buy Prosecco in the UK, according to the Prosecco DOC Consorzio

The findings were described as “surprising” to the Consorzio  who after surveying eight million consumers of Prosecco in the UK found that 56% of all Prosecco purchasers at retail are men.

“Women are known to be the larger buyers of wine in the UK, as many include wine within the weekly grocery shop, but our research shows that when men are the primary food and drink buyers in households, they show a greater propensity to choose Prosecco,” said Stefano Zanette President of the Consorzio.

“Much of the marketing for Prosecco has been targeted at women, so these results are doubly surprising, and we will be conducting further research to establish in more detail our target drinkers by age and lifestyle.”

Based on its findings, the Consorzio has refined its communications platform, Prosecco Dreamland, to represent a stronger lifestyle presentation of the Prosecco DOC region.

The campaign focusses on the art, food and culture of north-east Italy and the Veneto region, positioning Prosecco as an “accessible luxury” to pair with pizza or mixed in cocktails to reflect the modern easy lifestyle of the area.

The research also found that consumers of Prosecco have an average annual salary of £45k, 41% of the its consumers have degrees, 81% live with their partner or their children, 52% of them live in South England and 8% in Scotland.