ASDA launches ‘Progrigio’ as Prosecco alternative

By Rachel Arthur

- Last updated on GMT

Progrigio offers a cheaper alternative to Prosecco
Progrigio offers a cheaper alternative to Prosecco

Related tags Chardonnay

UK supermarket ASDA has launched ‘Progrigio’ – a mix of Prosecco and Pinot Grigio – offering a Prosecco alternative after predictions that prices for the Italian white wine could rise by 9%. 

Progrigio is made by blending the Prosecco glera grape with Pinot Grigio: which ASDA says comes as an answer to Prosecco fans, who have been left in dismay after warnings that Prosecco prices could rise by 59p per bottle.”

Prosecco enjoyed 24% value growth in 2016 across Europe thanks to its growing popularity as a cheaper alternative to Champagne. But last week the Wine and Spirit Trade Association warned that a ‘triple whammy’ impact of Brexit, inflation and alcohol duty looks likely to lead to a hike in prices in the UK.

The sparkling wine sector is worth more than £604m ($751m) in the UK. ASDA has seen sales of sparkling wine rise by 33% over the past two years, thanks to the popularity of Prosecco. But it believes that the global demand for Prosecco means Britain will inevitably feel the impact of rising cost from suppliers.

Progrigio tastes the same as Prosecco but has been created to offer an affordable sparkling wine alternative, explained Ed Betts, ASDA wine buying manager.

“We want to protect the demand for sparkling wine by offering customers more choice, and by moving slightly away from the Prosecco region we have discovered a great example of quality fizz at an everyday price," ​he said.

Progrigio is now available in ASDA stores, priced at £5 ($6.20) for a 75cl bottle with an ABV of 11%.

The wine is described as ‘crisp, fresh and delicately floral’, with a ‘dry profile that offers a hint of sweetness at the finish.’

Progrigio is designed to be served in a flute glass, and can also be used as a base for sparkling cocktails. 

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