Prosecco sales have out-sparkled Champagne for the third year in a row as British shoppers continue to buy into it as their favourite fizz.

New IRI grocery sales data from supermarkets, off-licenses, convenience stores and independents shows that Prosecco sales now total £338m and, with sales value growth of 72% in the last year, added £142m to the grocery sector.

While sales of Prosecco bubbled up, Champagne was flat, with value growth of just 1.2% in the last year and sales volume down by 0.4%.

Despite this the top two premium Champagne brands (Moet and Lanson) both recorded good years, suggesting that shoppers are turning away from lower-priced Champagne products the report added.

Toby Magill, head of beer, wine and spirits insights at IRI, said: “Prosecco is a fashionable drink that provides a cheaper and excellent quality alternative to champagne.

It’s no wonder that it now out-paces champagne in value and volume and is being chosen above champagne at weddings. It’s quickly becoming the nation’s summer drink of choice.

“Champagne brands will need to focus on helping shoppers see the value of their premium brands if they want to fend off the advances of their popular Prosecco cousins as they move into the premium end of the sparkling wine category.”