Co-operative expects to sell three bottles of Prosecco per second for new year

The Co-operative Group expects to sell three bottles of Prosecco a second today – continuing a rush on the Italian sparkling wine in the run-up to Christmas.

The supermarket chain said that sales of own-brand Prosecco rose by 60% in Christmas week, compared with 2013, outselling milk, the usual number one seller.

Customer director Andrew Mann said: “As a leading convenience retailer we’ve seen a shift in consumer habits and Prosecco has fast become the nation’s favourite drink with which to mark an occasion or celebrate.”

Christmas Eve topped Prosecco sales, with 6,247 bottles sold per hour between 7am and 10pm.