New data from supermarket chain Co-op has highlighted that bottles of Prosecco outsell pints of milk on Christmas Eve.
According to the retailer, it is the busiest day for shoppers to ‘pop’ a bottle of Prosecco into their festive shop.
To meet this demand, the firm has sent around 250,000 bottles to its stores, expecting sales to average to more than a bottle every second.
Related Story
Rebecca Oliver-Mooney, Co-op’s director of commercial, said: “Prosecco continues to be a hugely popular choice, particularly at this time of year, with our shoppers and members looking to pick up something for those Christmas festivities which offer fantastic quality and value and is guaranteed to be a real crowd-pleaser for their guests.
“We’re anticipating demand to boom during Christmas week, and we’re stocking up ahead of the big rush.”
Co-op’s best seller is its ‘Irresistible Prosecco’, which was awarded a Which? ‘Great Value Accolade’. It is made in Veneto, Northeast Italy. The wine has been reduced to £6.50 for Co-op members until 2 January 2026.
Click here to sign up to Retail Gazette‘s free daily email newsletter
