Experts are warning bubbly lovers that they should buy their prosecco before 22nd December to avoid disappointment, as most retailers are expecting a shortage on 23rd December.
While we never say no to a glass of bubbly all year round, it’s no secret prosecco gets even more popular during the holidays.
However, if you want to have the tipple on your table on Christmas day, then you might want to go down to your local supermarket for your Christmas shopping sooner rather than later.
According to experts at Sainsbury’s, the drink is expected to sell out on 23rd December, two days before Christmas, on what they’ve dubbed ‘Sparkling Saturday’.
They’re predicting sales of over 450,000 bottles of fizz on 23 December alone – the highest surge of fizz consumption of the year – and it’s very likely they’re not in it alone.
Experts are warning that ‘Sparkling Saturday’ could wipe out Prosecco stocks at various supermarkets
Other retailers are also expecting ‘Sparkling Saturday’ to be their best day of the year for prosecco sales, according to the Daily Mail.
‘Prosecco is still many people’s favourite fizz and, at Christmas, they’re increasingly looking to trade up to higher quality bottles, so we’re expecting a busy day,’ a spokesperson for Morrisons told the publication.
The warning is bringing back bad memories of the 2016 shortage, when we were warned that we were drinking Italy dry of its prosecco.
Due to huge demand, and because the fizzy stuff can only be produced in a specific region of Italy, producers were struggling to keep up with our prosecco consumption.
Toby Magill, of market research firm IRI, told the Sunday People at the time: ‘Supply is finite. Demand is growing everywhere in the world so there’s a limit on what retailers can get their hands on. Like champagne, prosecco is geographically limited and can only be produced in a small region of Italy.’
So do yourself a favour and put your bubbly at the top of your Christmas shopping list – don’t say we didn’t warn you…