Progrigio: Asda's answer to Prosecco price rises

17 February, 2017

Asda has blended Prosecco with Pinot Grigio in order to cut costs, following warnings this week that the price of Prosecco could see significant price hikes.

‘Progrigio’, which is made by blending the prosecco glera grape with Pinot Grigio, has just gone on sale in Asda stores, priced at £5 per 75cl bottle. The 11% abv wine is said to have a similar taste profile to Prosecco.

Ed Betts, Asda’s wine buying manager, said: “We always strive to keep prices as low as possible without compromising on quality and we believe Progrigio is the ideal affordable sparkling wine alternative.

“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.”

Wine producers and distributors are increasingly seeking out alternatives to Prosecco for the UK consumer, at a range of price points.  

At its inaugural tasting event this week, North South Wines showed a sparkling Grillo (Santa Tresa Grillo Spumante) from its producer TWP, which it said would be priced around £12 per bottle, as an alternative to the higher priced Prosecco offerings. It also showed an Italian sparkling alternative from Prosecco specialist La Gioiosa called Ca’Dora Spumante.

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