Spain’s top Cava producer, Freixenet, has made a “bold move” by launching a brand of Prosecco. Freixenet’s UK marketing director Liza Madrigal has pointed out that the decision might be unexpected, but it’s “the right move” as consumers in the UK have a growing thirst for the Italian sparkler.
British people like Prosecco because it’s easy to drink, accessible, a social glue as everyone enjoys it. Britain has been the driver of the Prosecco boom. It’s a huge market. London is at the heart of that boom”
Sales of Prosecco are increasing dramatically in the UK, and the bubbly reports sales more than three times bigger than Cava’s (£346 million versus £106 million respectively, according to the Evening Standard).
Prosecco has to come from the Veneto region in the north of Italy, and Freixenet’s new fizz will source Glera grapes from this region. The product, which currently retails at £11.99 in online retailer Ocado, took two years to develop and it’s priced at a higher point than entry level Proseccos, which often surround the £6 mark.
Madrigal explained that Freixenet hopes to “add value to the Prosecco category” and eventually encourage some consumers to trade up. This is not the company’s first venture outside Spain, as it currently has wineries in Argentina, Australia, California, France and Mexico.
Along with Freixenet Prosecco DOC, they have launched an special Prosecco DOCG, exclusively available in selected airport retailers.
More information freixenet.com