Impact Databank: Prosecco Returns To Double-Digit GrowthMay 22, 2020
After substantially decelerating in 2018, Prosecco exports to the United States resumed their double-digit growth last year, as shipments rose 21% to 7.66 million 9-liter cases. The global Prosecco industry increased 12% in 2019 to 48.6 million cases, after a 2% decline the year prior, according to the Prosecco DOC Consortium.
The U.S. is the world’s third-largest market for Prosecco, behind only Italy and the U.K. Ten years ago, Prosecco’s volume in the U.S. was less than that of both Champagne and Cava, but by the end of this year, it’s expected to account for over half of all imported sparkling wine volume in the U.S., according to Impact Databank. “We’ve seen a good lift on Prosecco and sparkling wines during this pandemic,” notes Enore Ceola, CEO of Freixenet Mionetto USA. “Consumers are seeking comfort in well-known brands and categories and the mentality and habits have shifted to affordable and approachable options fit for the everyday.”
With depletions of nearly 1.8 million cases, E.&J. Gallo’s La Marca is the largest-selling Prosecco brand in the U.S., and more than twice the size of second-ranked Mionetto. In fact, La Marca is expected to become the U.S. market’s largest-selling sparkling wine brand by volume, import or domestic, by the end of this year.
Prosecco’s momentum has carried over into 2020 as retail dollars in IRI channels increased 24% in the year-to-date, even though the first quarter is never particularly strong for sparkling wines in general. In fact, Prosecco’s off-premise retail dollars surged 34% in the four weeks through April 19, with retail growth partially boosted by the on-premise shutdown.—Natalia Razzo
|Leading Prosecco Brands in the U.S. (thousands of 9-liter case depletions)|
|La Marca||E.&J. Gallo Winery||1,545||1,770||14.5%|
|Mionetto||Freixenet Mionetto USA||750||840||12.0%|
|Cupcake2||The Wine Group||620||600||-3.2%|
|Zonin||1821 Fine Wines & Spirits||495||571||15.4%|
|Lunetta||Palm Bay International||287||298||3.8%|
|Riondo||Terlato Wine Group||192||212||10.4%|
|Total Leading Brands||4,301||4,739||10.2%|
|1 Based on unrounded data
2 Includes a small amount of other sparkling wine
Source: IMPACT DATABANK © 2020