Earlier this year, before lazy summer afternoons set in, Britain was rocked with news of a Prosecco shortage. Summer fetes were threatened, parties were endangered and social gatherings thrown into jeopardy as the bubbly stuff looked set to run dry.
But then, when analytics company IRI revealed that demand for Prosecco had overtaken Champagne in Britain for the first time, companies wised up to the wants of the British and started stocking up. And who breathed the biggest sign of relief at this news? According to new research, men.
So, as the nation gets set to pop millions of corks this New Year’s Eve, we ask the question: Could Prosecco be man’s new favourite drink?
The new survey reveals the Champagne is no longer the celebratory drink of choice for millennial men, with over half of those aged between 25-34 preferring Prosecco over Champagne. No longer viewed as a woman’s drink, a huge 62 per cent of men (over 2,000 were surveyed) would now choose this sparkling wine over gin, rum and even beer at a festive occasion.
Winemakers Ombra Di Pantera, who commissioned the research, additionally found that this traditionally female drink is not only man’s new favourite for special events – it is rapidly gaining popularity as an everyday tipple as well. 49 per cent of men said that they would now feel comfortable ordering Prosecco in a bar, with 56 per cent of them citing a superior taste as the reason.
But are there any further reasons why men may increasingly have a penchant for Prosecco?
With clothes and watches as examples, the modern man is incredibly interested in the provenance of the products he buys. And, whilst beer has been a favourite of fellows for many years, it – for the most part – lacks the varied and researchable background of wine.
Prosecco, however, offers young men the chance to look further into the origins of their toast of choice, and Ombra Di Pantera’s research revealed that one in two new Prosecco drinkers are interested in learning the origin of their sparkling wine, with craft and heritage playing an important role in drinking culture.
So with our want to know the secrets of our drinks’ sources, would you consider swapping your pint for a flute anytime soon?