Wine retailers have reported that sales of Prosecco have risen by 45 per cent over the past year.
Supermarket brand Marks & Spencer announced yesterday that sales of 1.6 million bottles this year, compared to 1.1 million bottles in 2013.
It is now set to release its first ever Prosecco Magnum at £20 a bottle.
Sales of M&S's most popular brand of Prosecco, Conte Priuli, have increased by 268 per cent.
Other analysts such as trade magazine The Drinks Business has said there has been a rise in sales of more than 74 per cent.
The effect has caught on in Nottingham too; earlier this year saw the opening of "Poultry and Prosecco" restaurant Pilot.
Owner Joe Baron said: "Prosecco has overtaken Champagne in popularity, when served by the glass, so it's the perfect time to open a Prosecco-led restaurant."
Alan Trease Managing Director of independent wine and spirit merchant Weavers, in Castle Gate, said sales had gone up by 45 per cent in the past year.
He added: "It's been terrific in the last two years particularly. It's going on and on.
"I think of the reasons is it's acceptable, it's a very good wine, it's value for money and I think, personally, it's better than some of the Cavas and Spanish sparklings.
"Champagne is so expensive and people are serving Prosecco at receptions now.
"There are different qualities of Prosecco, some better than others but it has been the star.
"I don't think we would have stocked it three years ago, but now it's shot to one of our top sellers."
