While "hangover-free" prosecco sounds like a great night out, there are concerns it could encourage binge drinking and is just the latest gimmick to tap into the thirst for the Italian wine.

Lidl stocked its shelves this week with Organic Prosecco Spumante, which is said to contain less sulphite preservatives - thought to cause a lot of the symptoms associated with hangover.

But Colin Cox, director of public health in Cumbria, fears the message is misleading and could lead to people consuming more alcohol.

He said: "Nothing alcoholic can be described as hangover free, as hangovers are almost entirely the result of consuming too much alcohol – it’s not sulphites that are to blame.

"So if Lidl are making this claim, then I do think it’s irresponsible as it might encourage people to drink more than they otherwise would.

"I’m sorry to burst anyone’s bubble, but the only way to avoid a hangover is to drink less."

Richard Bamfield, Master of Wine at Lidl, which has stores in Carlisle, Wigton, Cockermouth and Maryport, said: "We’ve all had that shocking wine hangover.

"This is sometimes attributed to the sulphite preservatives used in wine to keep them fresher for longer.

"Generally, organic wine producers use a lower level of sulphites in the production process, which means they are less likely to contribute to hangovers.

"So if you don’t react well to sulphites you could be saying good riddance to hangovers with Lidl’s Organic Prosecco Spumante."

Janice Watson, owner of mobile prosecco bar Prosecco Alfresco, is yet to try Lidl's latest arrival, but thinks it will be a quick sell out with prosecco-lovers wanting to put the claims to the test.

She thinks producers are trying to stand out in a busy market in any way they can.

"I think it's just a gimmick. A while back they did bring out a diet prosecco with less calories in it. A lot of folk went for it but now you never hear of it.

"It's nothing I would be stocking on the van: I just deal with prosecco 1754. You can't buy it in the town or the shops.

"Every prosecco is different. It's like any other wine: you can get your really cheap wines or pay up to £20 a bottle. It just depends what you want and what your tastes are as well."

Janice, of Walk Mill Crescent, Carlisle, who launched her business in 2016, said Prosecco isn't necessarily a drink renowned for giving people a hangover, but it depends on the amount people consume as well as the ingredients.

"The hangover is more to do with the ingredients in the wine than the wine itself. They are putting less sulphites in it so that is why they're saying you won't get a hangover with it," she said.

But she doesn't think it would encourage people to drink more. "If you're going to drink a bottle you'll drink a bottle. This won't make any difference. You're not going to buy two bottles instead of one.

"In my opinion I don't think it will cause binge drinking," she added.

Prosecco Al Fresco, which Janice runs with her husband Alan, travels around the county to events.

On the keg she sells Frizzante, made from the same grape. But she explained Italian law states you cannot sell Prosecco unless it's in a glass bottle less than litres.

She recently introduced rhubarb crumble and raspberry ripple gin from Solway Spirits which she is using to make cocktails with the Prosecco.