Only a few years ago, not many people outside of Italy knew what prosecco was. In the UK today it is a major rival to both champagne and white wine.
Sales of the Italian sparkling wine have soared in supermarkets and pubs around Britain. And to think there was a time when you could not get a glass of any kind of wine in a pub.
Waitrose, Marks & Spencer and Tesco all said sales had jumped some 50% at Christmas time as people celebrating chose the less expensive option to French champagne. Greene King pubs reported a 78% rise over the period compared to 2013.
There is evidence to suggest that consumers are also enjoying prosecco as an everyday choice and not just a seasonal replacement.
"Our customers are enjoying prosecco midweek, at dinner parties with friends, or simply as a treat, and sales show no sign of slowing down," the M&S wine buyer said. Oddbins reported that some customers were changing "from a midweek bottle of Pinot Grigio to a bottle of prosecco".
In 2014, sales of prosecco in the UK were greater than those of champagne for the first time, according to analysts Mintel, which said that consumers spent an estimated £1 billion in supermarkets, off-licences and pubs.
Bottles can be had for under £10 in Britain with Aldi and Lidl offering some for as little as £5.
Prosecco now accounts for one in three bottles of sparkling wine bought at Britain's biggest supermarket, including champagne, while it accounts for five of its six most popular sparkling wines.
Some pubs even tried to serve it from a tap like beer, but the Food Standards Agency ruled it was only prosecco if produced and transported in a bottle.
