As I have said, over the past 3 years, in any discussion about English sparkling wine – the first thing to do is infiltrate the price conscious UK sparkling market at the Prosecco price point. This needs an active marketing campaign.
Assuming that a broad consumer base can be developed at this £10-12 price point, then local product loyalty, if backed up by consistent quality, could ensue. Just look how well Prosecco is doing – in a January 2013 Decanter article: ‘Prosecco the winner as retailers announce Christmas boom’.
Once product at this price point has a wide following, then and only then will large numbers of consumers begin to reach automatically for an English product – so first Prosecco style, and then aim for organic trading-up for special occasions, to Champagne type quality and price point. Just think for how many years people have, without another thought, reached for a celebratory bottle of Champagne – that is a difficult reflex action to overcome.
The MD of Lanson, agrees .. in this March 2012 Decanter article – Prosecco rise good for Champagne.