BevAlc Insights’ 2023/2024 Sparkling Wine and Champagne Forecast
Sparkling wine will remain a key category well into 2024 thanks to “casualization,” gifting, and the growth of Prosecco
Driven by gifting trends and a rise in consumption beyond holidays and special occasions, sparkling wine continues to be a top category on Drizly. Though the overall premiumization trend slowed in 2023 in response to inflation, the subcategory’s sales remain strong.
“Sparkling wine is increasingly seen as suitable for casual occasions, making it a versatile option for a broader range of consumers,” says Adam Rogers, the research director at IWSR Drinks Market Analysis. “This is a lasting impact of the pandemic, when sparkling wine drinkers grew used to consuming it on everyday occasions at home.”
Champagne and sparkling wine comprised a nine percent share of Drizly’s overall sales during the past 12 months, holding steady over the previous year. Within the wine category, Champagne and sparkling wine accounted for 23 percent of share, down slightly from 24 percent in the prior 12 months.
This reflects a natural leveling off following significant gains during the early pandemic years, notes Liz Paquette, head of consumer insights at Drizly. “Some of this can be attributed to a return to normalcy,” she says. “Additionally, the growth of Prosecco in the past year points to consumers opting for more affordable sparkling wine options with inflation on the rise.”
Consumers Prefer Champagne
Champagne producers shipped more than 33 million bottles to the United States in 2022, according to the Comité Champagne, which was the highest number exported to any country outside of France. Sales in the U.S. market far exceeded pre-pandemic shipments with 31 percent growth between 2019 and 2022.
On Drizly, Champagne accounts for 57 percent of overall sparkling wine share. While this reflects a decrease from 60 percent in the previous 12 months, Champagne’s share remains far ahead of its closest sparkling wine competitor, Prosecco, which accounts for 24 percent share. These premium French offerings have an average unit price of $54 compared to just under $28 for the overall subcategory.
Michelle DeFeo, the president of Laurent-Perrier U.S., notes that while the majority of Champagne is still purchased during the holiday season, more consumers are embracing it at other times of year. “Our customers buy Laurent-Perrier not just for special occasions,” she says, “but also for enjoying while on vacation or even just as a special treat for themselves at home.”
Prosecco Is on the Rise
As inflation continues to impact consumer behavior, Prosecco is seeing a surge in popularity. During the last 12 months, its share of the Champagne and sparkling wine category reached 24 percent — up from 21 percent in the prior year.
“Many consumers are seeking more affordable options and Prosecco’s average price per unit is nearly $40 below that of Champagne,” says Paquette. “The ‘spritz’ cocktail trend — featuring Prosecco as a main ingredient — also continues to surge, which has been a factor in the growth of the category.”
Rogers also predicts a bright future for Prosecco. “The challenging economic situation continues to reduce disposable income levels for consumers,” he says, “making lower-priced Prosecco a more attractive price-to-quality ratio for many consumers.”
Gary Heck, the owner and president of Korbel in California, notes that Prosecco has helped popularize and “casualize” the sparkling wine category. “Korbel Prosecco has found pockets of success within the United States,” he says. “Consumers, both loyal and new to Korbel, have been enjoying our Prosecco because it is light, refreshing, and perfect for fun.”
Heck adds that although Korbel Brut is the company’s best-selling sparkling wine by dollar sales, interest is increasing for the producer’s other sparkling wine offerings. “We are seeing some of our more limited sparklers, like Korbel Blanc de Noirs, experience growth this year as consumers are interested in trying new varietals,” he says.
Paquette agrees that variety is key for the sparkling wine category. “Different styles have significant variations in price points as well as use cases, from special occasions to mixing into cocktails,” she says. “Having a variety across all categories will allow retailers to reach a wide range of consumers.”
This is equally true for the higher-priced Champagne category. “Consumers like choices,” confirms Elise Cordell, the manager of Champagne trade engagement and events at Pernod Ricard USA, which owns Perrier-Jouët. “There will always be cuvées that dominate the conversation because of visibility, but discovering something new or exploring a current trend is a form of treating yourself.”
Drizly’s Top-Selling Champagne and Sparkling Wine Brands
- Veuve Clicquot
- La Marca
- Möet & Chandon
- Dom Perignon
- Domaine Chandon
- Mumm Napa
Drizly’s top-selling sparkling wine brands largely remained stable in 2023, with the top eight entries, as well as No. 10, retaining their positions over the previous year. The top 10 ranking includes just one new entry, Mumm Napa, which replaced Nicolas Feuillatte in the ninth position. This shift may reflect increasing interest in domestic sparkling wines, as share for the American sparkling wine subcategory grew from five to six percent during the past year.
The five best-selling Champagne and sparkling wine SKUs include Veuve Clicquot Brut Yellow Label Champagne, La Marca Prosecco, Moët & Chandon Impérial Brut Champagne, Dom Pérignon Vintage Champagne, and Mionetto Prosecco Brut Sparkling White Wine.
Drizly’s ranking of the fastest-growing SKUs during the past 12 months features a combination of familiar names and lesser-known brands to watch. Interestingly, six of the top 10 are Proseccos.
Drizly’s Fastest-Growing Champagne/Sparkling Wines
- Francis Ford Coppola Diamond Collection Prosecco
- Canal Grando Prosecco DOC
- Paul Bernard Demi Sec Champagne
- Stella Rosa Gold V.S. Prosecco DOC
- Voveti Prosecco
- Champagne de Barfontarc Eugène III Tradition Champagne
- i heart Wines Prosecco Rosé
- Brancher Prosecco Superiore Extra Dry
- Krug Grande Cuvee 170th Edition Champagne Brut
- Bojo Do Luar Vinho Rosé Luiza Pet Nat Sparkling
Gifting Fuels Sparkling Sales
Gifting has long been a key sales driver for the Champagne and sparkling wine category, and Paquette expects that trend to continue for the 2023 holiday season and into 2024.
Champagne tops the list of most-gifted wines on Drizly, accounting for 65 percent of all wine gift sales. The overall Champagne/sparkling wine category comprised 74 percent of wine gift sales in the past 12 months, with sparkling rosé accounting for five percent of share, Prosecco garnering two percent of share, and American sparkling wine accounting for two percent of share.
The most-gifted Champagnes include Veuve Clicquot Brut Yellow Label Champagne (both in a standard bottle and gift box), Dom Pérignon Vintage Champagne, Moët & Chandon Impérial Brut Champagne, Perrier-Jouët Belle Epoque Brut Champagne, and Perrier Jouet Grand Brut Champagne.
Two rosé Champagnes made the list this year, from Veuve Clicquot and Moët & Chandon. One sparkling wine, La Marca Prosecco, also landed in the top 10.