Discount supermarket chain Lidl has announced that new year sales of Prosecco almost doubled, shooting up by a whopping 79% as Brits threw cold water on ‘Dry January'.
Despite recent claims that the UK is tiring of the affordable fizz, the new sales stats – from the first month of this year – prove the UK's love for the Italian tipple is showing no signs of waning.
The news follows Lidl’s prestigious wins at this week’s Drinks Retailing Awards, which saw the supermarket take home the top accolades for Supermarket of the Year and Multiple Spirits Retailer of the Year.
Commenting on the latest sales stats, Lidl UK’s buying director, Paul Gibson, said: “Champagne and Prosecco might have once been saved for celebrations, but with our range starting at under £5 they’ve become a very affordable luxury – one that is far too tasty to save for February!”
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