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Prosecco Still On A Strong Rise, But Growth Appears To Be Decelerating

April 26, 2018

Global growth of Prosecco slowed somewhat in 2017, as export shipments increased just 4.6% in volume terms to 28.8 million 9-liter cases, compared to 19% growth the year prior. Shipment volume to the United States also decelerated last year, rising 5% to 5.5 million cases. That marked the first time in five years that Prosecco failed to grow by double-digits in the American market. In IRI channels, Prosecco was up 30% in the U.S. in 2016, but slowed to 17% in 2017, and in the 24 weeks through March 24, volume growth decelerated to 11%.

The leading Prosecco brands in the U.S. continued to show healthy increases last year, but their growth has slowed somewhat compared to the torrid pace of recent years. E.&J. Gallo’s La Marca, the market’s top Prosecco brand, saw its growth rate more than halved in 2017, although it still rose by 16% to nearly 1.4 million cases. Over the longer term, La Marca has had an incredible rise, expanding by more than five-fold over the past half-decade amid the unprecedented surge in the Prosecco category.

Two other top-five Prosecco players, The Wine Group’s Cupcake and Zonin USA’s namesake brand, also decelerated from strong double-digit growth to a single-digit pace last year. On the other hand, Mionetto USA’s flagship label and Palm Bay International’s Lunetta both slightly accelerated their progress in 2017.

Overall, the top five Prosecco brands in the U.S. still achieved a double-digit advance last year—boosted largely by La Marca and Mionetto—and have added nearly 900,000 cases to their collective total since 2015. However, more than 60% of that two-year increase occurred in 2016, before the slight tailing off of growth last year. —Daniel Marsteller & Juan Banaag

Top Five Prosecco Brands in the U.S.
(thousands of nine-liter cases)
Depletions Growth
Rank Brand 2015 2016 2017 2015-16 2016-17
1 La Marca 885 1,190 1,380 34.5% 16.0%
2 Mionetto 550 610 680 10.9% 11.5%
3 Cupcake 435 535 570 23.0% 6.5%
4 Zonin 355 419 440 18.0% 5.0%
5 Lunetta 253 263 279 4.0% 6.1%
Total Top Five 2,478 3,017 3,349 21.8% 11.0%

Source: IMPACT DATABANK

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