i heart Prosecco becomes largest Prosecco brand in impulse sector

02 February, 2016

Copestick Murray’s i heart Prosecco posted 85% growth across 2015 to become the largest Prosecco brand in the impulse sector, according to data from Nielsen.

The brand’s performance was well ahead of the category itself, which grew 40% in impulse for the year to January 10, 2016.

Robin Copestick, managing director of Copestick Murray, said: “Retailers are incredibly impressed with how it performs; it hits all the right notes for consumers. The biggest challenge we have is keeping enough in stock.”

Despite i heart’s success, the growth of Prosecco sales nationally appears to have slowed, declining from 34% to 28%, but Copestick thinks it is soon to say that the category itself is running out of steam.

“The next three to six months will be crucial,” he said. “There was a genuine lack of Prosecco in August and September and when the new vintage came on stream, all the wineries had their order books full.

“That has continued into January, but prices are up again and if retailers pass those price rises on to consumers, then I think demand is likely to tail off.”

The whole i heart range grew 43% in impulse to enter the top ten wine brands in the sector, overtaking Lindemans, Barefoot and Kumala.

Overall, the still wines in the i heart range grew 30% in 2015, Copestick said.

The company’s premium Mionetto Prosecco brand also had an exceptional 2015 and is now the sixth largest Prosecco brand in impulse, with 99% growth year on year.

“We have very ambitious plans for Mionetto,” Copestick said. “It has grown tenfold in the two-and-a-half years we have looked after it. The winery itself has room for expansion, and when you have that with a premium brand it’s very exciting.”  


Bookmark this

Site Search


Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know