M&S hopes to cash in on Christmas with the launch of a jeroboam of prosecco
Sales of prosecco at M&S has spiralled 29% year-on-year to the end of September and by about 90% over two yearsReuters

Marks and Spencer (M&S) has launched a jeroboam of prosecco to celebrate Christmas. This super-sized Italian white wine bottle is equivalent to four times the size of a regular wine bottle.

While a regular bottle of 75cl Monticella DOCG prosecco costs £15 (€20.4, $22.3) and can serve five glasses, this 300cl jeroboam will be available at the British retailer for £45 and will serve 20 glasses. This will help shoppers save money as they now get wine equal to four bottles for the price of three. The jeroboam will, however, be available in limited supplies.

Dror Nativ, wine buyer at M&S, told The Guardian that the Italian white wine had become a favourite in the country and to show the amazing quality that can be made in this region, the retailer had launched the 75cl Monticella DOCG prosecco in 2014 which had now become one of its best-selling sparkling wines.

"[This proves] that customers are happy to splash out a little more to enjoy this richer, more expressive style. This encouraged us to take the next step and introduce a jeroboam size – the ultimate dramatic bottle for impressing your guests at Christmas and New Year's Eve parties this festive season," Nativ added.

UK has seen a high demand for prosecco and has even beaten champagne this year in terms of overall sales in the country. Being slightly sweeter than champagne, it is a good match for cake and is becoming the choice of drink at weddings, parties and even brunch.

Sales of this Italian fizz at M&S alone spiralled 29% year-on-year to the end of September and by about 90% over two years. Apart from M&S, other UK retailers such as Asda, Morrisons and Waitrose too have followed the trend towards large wine bottles for celebrations by launching 150cl bottles.