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How champagne & sparkling wine are swinging ‘affordable luxury’ positioning in their favour – Category Intel

Richard Woodard
Last updated: 12/08/2026 at 4:45 PM
By Richard Woodard
5 August 2026
10 Min Read

The global champagne and sparkling wine market has become increasingly polarised, with more casual consumption occasions juxtaposed by a stronger appetite for more premium and authentic products.


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The global champagne and sparkling wine market has become increasingly polarised, with more casual consumption occasions juxtaposed by a stronger appetite for more premium and authentic products.

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Champagne and sparkling wine volumes have come under pressure, but the growth of casual consumption occasions, mixology and the spritz culture are providing clear positivesProsecco continues to drive volumes in a broad range of markets, with crémant also showing promise. The dynamic no- & low-alcohol segment is another source of growthSparkling wines are targeting growth in a range of destinations, from the mature champagne market of Japan to countries in Central Europe and Latin AmericaChampagne faces polarisation, with prestige proving resilient but entry-level volumes coming under pres

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Richard Woodard
ByRichard Woodard
Former newspaper journalist Richard Woodard has been writing about the global wine and spirits industry for 25+ years, and is a regular contributor to a number of magazines and websites.
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