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Private Label

Asda Offers Private-Label 'Progrigio' To Ease Prosecco Price Hike

UK retailer Asda is launching a private-label mix of prosecco and Pinot Grigio, christened 'Progrigio', due to recent reports that the fizzy favourite will soon see price hikes.

The UK Wine and Spirit Trade Association predicted that weaker sterling, high inflation, and possible alcohol-tariff hikes could cause prices to rise by 9% (£0.59 per bottle).

The popularity of the bubbly drink has brought the sparkling-wine sector to a value of £604.4 million.

Asda said that it has seen its sales rise by 33% over the past two years.

Priced at £5, the new private-label wine tastes like prosecco, but with less impact on the wallet.

The retailer describes the new drink as 'crisp, fresh and delicately floral', with 'fruity aromas [that] are balanced by its dry profile that offers a hint of sweetness at the finish'.

Asda also promoted it as an ideal cocktail base.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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