German discounter Lidl’s private label prosecco registered a 79 percent year-on-year sales hike during January despite the downward trend in the overall beverage market.  Prosecco, the italain white wine and cava, its Spanish equivalent has been a growing favorite in the sparkling wine industry in the UK for the last five years.

Paul Gibson, buying director for the UK at Lidl said: “Champagne and Prosecco might have once been saved for celebrations, but with our range starting at under £5 they’ve become a very affordable luxury.”

Despite January being the month when people choose to skip beverages in a traditional January detox, Lidl’s prosecco has posted great sales figures, thanks for its price.  A bottle of Prosecco currently retails for as little as £4.99 per bottle at Lidl. The growing appetite for prosecco among the British drinkers has called for the first ever prosecco festival, which is going to take place in London from 12 May to Sunday 14 May. Major prosecco makers from Italy will showcase their products and conduct tasting master classes and other prosecco-themed activities.

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