Majestic Wine, is one of the UK’s largest wine retailers. The company recorded a 39% increase in sales in Prosecco, an italian sparkling wine bran over the past 6 months. The brand offers a cheaper alternative to French champagnes such as Veuve Clicquout and Bollinger. The Retailer stated the sales of the French Rival fell “flat” over the past 6 months while they saw a massive increase in popularity of Prosecco. They argue that the cheaper price tag makes Prosecco a very attractive alternative to champagne for those looking for something that can be enjoyed on more of a weekly or nightly basis as opposed to only on holiday’s or special occasions.  To me this article is a prime example for outlining the concept of bran positioning which I learned briefly about in our Comm 101 lecture on Marketing. Prosecco has done a good job of creating their value proposition, and positioned their brand accordingly. It appears to me that they realized people will always associate a French Champagne as the high end celebratory alcoholic beverage of choice, but they’ve also realized that’s not necessarily a bad thing. Prosecco has identified a position that they can be a leader in as opposed to trying to knock off the well established champagne. By marketing themselves a “luxury” beverage for every day Prosecco is successfully settling into a place in consumer’s minds and their sales are a reflection of that.