Prosecco marketing could target men

Up until recently, Prosecco marketing was firmly targeted at women, but it has been shown men are in fact the biggest buyers. According to Consorzio Tutela Prosecco DOC, 56% of off trade purchases were made by men.

This is unusual according to Stefano Zanette, president of the Consorzio, who said: “Women are known to be the larger buyers of wine in the UK, as many include wine within the weekly grocery shop, but our research shows that when men are the primary food and drink buyers in households, they show a greater propensity to choose Prosecco.

“Much of the marketing for Prosecco has been targeted at women and we will be conducting further research to establish in more detail our target drinkers by age and lifestyle.”