ACCORDING TO Nielsen Beverage Data, one of the most popular types of sparkling wine in the U.S. is something called “mid-tier Prosecco,” which Nielsen defines as bottles priced at $13-$14. What the category may lack in felicitous phraseology, it more than makes up for in monetary momentum: Retail sales of mid-tier Prosecco grew by 30% in the last year. So many people are drinking Prosecco today it accounts for 20% of all sparkling-wine sales. Not bad for a wine hardly anyone in America was drinking a decade ago.
What accounts for this surge in popularity? “Prosecco is an affordable, versatile, appealing, good-quality sparkling wine,” said Danny Brager, SVP of Nielsen’s Beverage Alcohol team. Friends of mine have their own reasons. Meg likes the Italian sparkler because “it’s fruity and fun,” while Martha appreciates its low alcohol level (11%-12%).
