Just as the weather creeps above 11 degrees the people of England flock to the supermarket, safe in the knowledge we can buy fake champagne for less than a tenner.
Or not. Because as soon as we start buying it, we're told Prosecco is running dry.
According to The Grocer, we Brits consumed 40 million litres of the fizzy stuff last year, meaning sales rose 40% compared to 2015. As there are just nine provinces in Italy which can produce Prosecco, they are now being put under severe strain.
Richard Thorburn of Lanchester Wines told The Grocer that the wine industry is now looking for alternatives to feed our love of fizz.
"This is leading to retailers and importers looking at alternatives to feed UK demand, with Spain, France and Germany suddenly looking attractive" he said.
So if your guests start bringing Asti to your birthday, you'll know the end is nigh.