Tasted: New Prosecco from Cava producer Freixenet

News that Freixenet, one of the powerhouses of Spanish Cava, is branching out to Prosecco will likely raise a few eyebrows in Penedès.

‘We want to be the consumer’s first choice for sparkling wine, and in the UK that means you must have a Prosecco,’ said Damian Clarke, managing director of the family-owned company’s UK subsidiary, at a launch event this week.

UK consumers drank 2.5 times more Prosecco than the Italians did in 2016 – though they paid almost double – according to market research company IRI. In the same period, UK sales of Cava have seen a slight decline.

‘Prosecco has become fashionable here in a way that Cava has perhaps not,’ said Clarke, who attributed the demand partly to the Brits’ love for Italian culture, food and drink, and to a preference for a sparkling wine with a sweeter taste.

The Freixenet Prosecco DOC wine, which retails at £12 a bottle, is being marketed as a premium offering in the Prosecco market – a ‘special occasion Prosecco,’ according to UK marketing director Lisa Madrigal.

Freixenet conducted tasting research among a panel of 300 consumers to ‘optimise the flavour profile for the British palate’. A DOCG wine will be available through the on-trade and travel retail.

As well as a range of Cavas which includes the well-known Cordon Negro brand, Freixenet produces sparkling wine in Argentina, Australia, California and Champagne.

How the Freixenet Prosecco tastes

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