The Co-operative Food today expects to sell three bottles of Prosecco every second in the run-up to New Year’s Eve, with like-for-like sales of its own-brand Prosecco having risen by 60% in the week before Christmas.

The convenience retailer, which has a store in every postal area, saw bottles of Prosecco outsell milk, the usual best-seller, in the lead-up to Christmas.

Andrew Mann, Customer Director at The Co-operative Food, said: “As a leading convenience retailer we’ve seen a shift in consumer habits and Prosecco has fast become the nation’s favourite drink with which to mark an occasion or celebrate. Over the last few days it has even outsold milk.”

The Co-op sold 60% more Prosecco in Christmas week year on year. Christmas Eve was their biggest selling day – they were open 7am to 10pm and sold: 6247 bottles an hour, 104 bottles every minute or 2 bottles every second they were open!

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