UK Supermarket Launches ‘Progrigio,’ a Cheaper Substitute for Prosecco

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In 2016, prosecco saw 24 percent growth in Europe as a cheaper alternative to Champagne

Sales of sparkling wine at Asda have risen by 33 percent in the past two years.

Asda, a UK-based supermarket chain owned by Walmart, has recently launched a new product called Progrigio, a hybrid between prosecco and pinot grigio meant to serve as a cheaper alternative to the popular Italian sparkling wine.

The product was created in response to predictions by the Wine and Spirit Trade Association that the price of prosecco could rise by as much as 9 percent due to the Brexit and inflation.

Ed Betts, Asda wine buying manager, told Beverage Daily that Progrigio tastes the same as prosecco, but is more affordable.

“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 a everyday price,” Betts said.

According to the supermarket website, Progrigio is a “fresh, floral and aromatic wine balanced by citrus fruits, white peaches and minerality.”

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Progrigio is available at Asda stores and online for £5 ($6.20) for a 25-ounce bottle. The sparkling wine has an ABV of 11 percent.