Prosecco is rapidly growing in popularity, but not at the expense of Champagne.
This year's annual Champagne report by Champagne Lanson International revealed that 2014 was a "fantastic" year for the drink, with growth driven by high sales, pricing and wider distribution. On top of this, the report claims people are still looking for "quality, taste and brands they can trust".
Earlier this year, it was revealed that people in the UK are spending more on more Prosecco than Champagne for the first time ever. Kantar Woldpanel reported that in 2014, sales of prosecco amounted to £181.8m, compared to £141.3m for Champagne.
The assumption was that this meant Champagne sales would be going down the drain, as people turned to the less expensive alternative.
Yet it is expected that champagne sales will continue to grow, as international champagne brands contine to demonstrate their allure to those seeking brands they're comfortable with.
In fact, Paul Beavis, managing director for UK and international markets at Champagne Lanson, believes people often move over to Champagne from Prosecco as their palates "mature".
We welcome new sparkling labels entering the 'bubbles category' especially as our findings reveal, it hasn't been at the expense of Champagne. Customers come into the category through Prosecco as an entry level and evolve over time, as their palate matures into Champagne as their drink of choice, especially for those every day special moments.
And, with this renewed understanding about the quality aspect of Champagne; customers purchase Champagne through taste as their interest in quality becomes more prominent.