In a striking testament to festive celebrations, the Co-op has predicted that sales of Prosecco will outstrip those of traditional pints of milk on Christmas Eve. The supermarket group is bracing for one of its busiest days of the year, with the bubbly expected to fly off shelves.
A Festive Fizz Frenzy
The retailer has dispatched a staggering 250,000 bottles to its stores nationwide to meet the anticipated demand. Sales are projected to average more than one bottle per second throughout the day on December 24th, highlighting the drink's central role in Christmas festivities.
Rebecca Oliver-Mooney, Co-op’s Director of Commercial, commented on the trend. She stated that Prosecco remains a "hugely popular choice" for shoppers seeking quality, value, and a guaranteed crowd-pleaser for their holiday guests. "We’re anticipating demand to boom during Christmas week, and we’re stocking up ahead of the big rush," she added.
The Award-Winning Tipple
The supermarket's top-selling bottle is its own-label Irresistible Prosecco (75cl), which has been awarded a Which? ‘Great Value Accolade’. This elegant sparkling wine is produced in the Veneto region of Northeast Italy, the heartland of Prosecco production.
For those looking to grab a last-minute bottle, the Co-op is currently offering a promotional price. Until January 2, 2026, Co-op members can purchase a bottle for just £6.50. For non-members, the price is £7.50 per bottle.
New Store Formats and Festive Footfall
The festive sales prediction coincides with the recent launch of the Co-op's latest ‘on the go’ format store in Essex on December 19th. This new concept, the fifth of its kind, focuses on serving breakfast, lunch, and dinner options for busy customers.
The store features a hot food counter, coffee, pastries, pizza, and deli selections alongside traditional meal deals. It is designed for vibrant, high footfall locations, catering to the fast-paced holiday shopping period.
