Global Prosecco sales show signs of a slowdown

The seemingly unstoppable growth in worldwide Prosecco sales  is finally showing signs of slowing down, with exports up by only 4.6% in volume terms to 28.8 million 9 litre cases compared to the near 20% growth that the Italian sparkling wine enjoyed in 2016.

Shipments to the US also slowed last year, increasing by 5% to 5.5 million cases, the first time that Prosecco failed to achieve double digit growth in the American market. Within IRI channels, Prosecco leapt by 30% in the US in 2016, but slowed to 17% last year, while the 24 weeks to March 24th saw volume growth decelerate to 11%.

Meanwhile the leading Prosecco brands in the US continued to show robust increases last year, though their growth has slowed down compared to the breakneck speed of growth it has experienced in recent years.

E&J Gallo’s La Marca, which is the best selling Prosecco in the US market saw its growth rate slashed in half last year, though it still jumped by 16% to almost 1.4 million cases. The brand has experienced a massive surge in sales, up five fold over the past five years in the US market.

Other leading brands in the US also showed healthy rates of growth last year, including the Wine Group’s Cupcake and Zonin's US eponymous brand, though again, the speed of growth has slowed form strong double digit growth to a single digit pace. However, Mionetto’s flagship label and Pay Bay International Lunetta both saw slight increases in their levels of growth during 2017.

Overall the leading Prosecco brands in the US still managed an 11% growth rate, boost dlargely by strong performances by Mionetto (up 11.5%) and La Marca.