This is not a drill. A prosecco shortage could be heading our way this summer - and it's all our fault for knocking back too much of the fizzy stuff.
New figures from market research firm IRI show that us Brits can't get enough of the sparkling wine, with prosecco sales reaching £356 million in the period from February 2015 to February 2016 - that's a 34% increase on the previous year. In the same period, sales of champagne increased by just 1 per cent to £251 million.
However, experts are now warning that our insatiable demand for the drink will soon exceed the supply, meaning that we could be looking at the very real possibility of a prosecco shortage, putting paid to all your bottomless brunch and post-work drink plans in the process.
It's all because prosecco is a protected regional product, meaning that it can only be made in the Veneto region of Italy. Speaking to the Daily Telegraph, Toby Magill, head of beer, wine and spirits at IRI, said 'Like champagne, prosecco is geographically limited and can only be produced in a small region of Italy. Supply is finite. Demand is growing everywhere in the world so there's a limit on what retailers can get their hands on.' Yikes.
It's not the first time that prosecco fans have faced the terrifying possibility of a shortage. Last year, a poor harvest of the Glera grapes (from which the tipple is made) lead to fears of empty supermarket shelves come barbeque season.
According to Richard Thorburn of Lanchester Wines, the demand could lead to price hikes as supplies run low. 'This is leading to retailers and importers looking at alternatives to feed UK demand, with Spain, France and Germany suddenly looking attractive,' he told The Grocer. Supermarkets are thought to be stocking up on cava, just in case.
What with this revelation, and the all too real possibility of a gin shortage, it looks like our summer drinks plans could be taking a serious hit. Talk about #FirstWorldProblems...
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