More than half of Prosecco sales in the UK are generated by men, according to new research from the Consorzio Tutela Prosecco DOC.

It claims that 56% of off-trade purchases of the popular Italian bubbly are made by men, contrary to widespread belief that is over-indexes among women.

Stefano Zanette, president of the Consorzio, said: “Women are known to be the larger buyers of wine in the UK, as many include wine within the weekly grocery shop, but our research shows that when men are the primary food and drink buyers in households, they show a greater propensity to choose Prosecco. 

“Much of the marketing for Prosecco has been targeted at women, so these results are doubly surprising, and we will be conducting further research to establish in more detail our target drinkers by age and lifestyle.”

The Consorzio has decided to shift its communications model to be more encompassing, and it is now focusing more on the art, food and culture of northeast Italy and the Veneto region.