- Champagne and sparkling wine volumes have come under pressure, but the growth of casual consumption occasions, mixology and the spritz culture are providing clear positives
- Prosecco 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 growth
- Sparkling wines are targeting growth in a range of destinations, from the mature champagne market of Japan to countries in Central Europe and Latin America
- Champagne faces polarisation, with prestige proving resilient but entry-level volumes coming under pressure while facing strong competition from premiumising rivals
- Value creation is a common purpose across sparkling wine, with makers of prosecco, cava and champagne all looking to higher-end products for growth
The beleaguered worldwide wine industry has had few reasons to be cheerful in recent years. Sparkling wine, however, has provided a much-needed bright spot, with the global success of prosecco, the rise of crémant and the resilience – despite recent volume declines – of the champagne category. But even here, life is not always easy.
“At the moment, the global champagne and sparkling wine category is characterised by a paradox,” says Bottega founder & MD Sandro Bottega. “Volumes are under pressure but the category remains strategically strong, because consumers still associate sparkling wine with ‘affordable luxury’, celebration and elevated everyday occasions.” Prosecco, he adds, is the category’s main driver, thanks to a compelling price-quality ratio, premiumisation, a breadth of drinking occasions, spritz/cocktail culture and its appeal to younger consumers.
Prosecco drives volumes
Henkell Freixenet’s head of communications, Vanessa Lehmann, presents a similar analysis, citing prosecco, crémant, aperitivo/spritz plus alcohol-free products as sparkling wine’s key growth drivers. In particular, she highlights the recent performances of prosecco (volumes up 13% in 2025, according to IWSR) and crémant (+6.3%).
“We see clear momentum behind more casual consumption occasions, with spritz culture and aperitif moments expanding the category beyond traditional celebrations,” Lehmann explains, pointing to the company’s recent launches of Mionetto RTS and Freixenet Solare Spritz – both available with or without alcohol. Indeed, when it comes to alcohol-free sparkling wine, Henkell Freixenet claims to be the market leader in more than 40 countries, with its volumes in the sub-category rising by 19.5% last year.
Mixology and no- & low-alcohol
Raventós Codorníu is another strong player in no/low, having entered the category just over a decade ago with Codorníu Zero. According to CMO Helena Jaumandreu, the company now sells in the region of 70,000 cases per year of no/low, with the strongest momentum in the UK, Germany, the Nordics, the US and Spain.
This combination of moderation and democratisation has been especially beneficial to prosecco, thanks to its “approachable, versatile and accessible” qualities, says the owner of the La Gioiosa prosecco brand, Villa Sandi. “We’re seeing the growth of mixology and the increasing demand for no/low-alcohol options shaping the sparkling wine category worldwide today,” the company reports.
“Prosecco as a wine category is light, fresh, with a moderate alcohol content, making it a perfect choice when it comes to moderation.
“Moreover, prosecco is playing a key role in modern cocktails, as its versatile and approachable style makes it an ideal base for contemporary drinks. This is expanding the occasions in which consumers enjoy sparkling wine beyond traditional consumption moments.”
The demand for value and quality
Accessibility also brings with it an economic aspect. “One of the main trends we see in the sparkling wine market is that consumers are paying more attention to value for money,” says Perlino marketing manager Elena Branda. “The cost of living situation has made people more careful with their spending, but they still want to enjoy sparkling wine for everyday occasions and celebrations.”
According to the CEO of cava producer Juvé & Camps, the macroeconomic context has made consumers “more selective”.
“They may buy less frequently but, when they do, they look for quality, identity and a meaningful experience,” says Meritxell Juvé (above). This applies to core and emerging markets: Juvé highlights countries as diverse as the US, Canada, Japan, South Korea, Peru and the Dominican Republic.
“Across these markets, consumers are increasingly open to discovering sparkling wines beyond champagne, especially those with a strong sense of place and a distinctive story. There’s a growing appreciation for wines that combine tradition, craftsmanship and gastronomic versatility. Our response is to focus on education and to strengthen our on-trade presence.”
Perlino also sees potential in Japan – Maud Alberty from the company’s export office points to a “promising” collaboration with retailer Costco through Perlino’s Japanese importer, adding: “Our organic Perlino Prosecco is performing well, and we are working to further increase volumes.”
Polarising market
Across champagne and sparkling wine more broadly, there’s a growing sense that the market is polarising – the word is used both by Justin Liddle, MD of Mentzendorff, Bollinger’s UK importer, and by Raventós Codorníu’s Jaumandreu.
“At one end,” says Liddle, “we’re seeing sustained pressure on entry-level and promotional champagne as consumers navigate ongoing cost of living concerns; at the other, there remains strong resilience in the premium and super-premium segments, particularly among established champagne drinkers and collectors.”
Jaumandreu adds: “Entry-level champagne is under pressure as consumers manage tighter household budgets. This is creating opportunities for high-quality alternatives such as premium cava, crémant and higher-tier prosecco, which offer accessible luxury, quality and strong value credentials.”
In pursuit of premiumisation
Should champagne be worried? Lanson’s director of marketing, communications & social engagement, Julie Renault, agrees that the market has entered a new phase after three consecutive years of shipment declines, but believes this is more a reflection of a shift in purchasing behaviour.
“In this more demanding context, consumers remain strongly attached to champagne, but their expectations are evolving,” she says. “Beyond the wine itself, they’re looking for greater meaning, emotion and connection with brands. Style, authenticity and experience are becoming key differentiators.”
Nonetheless, prosecco and cava, in particular, are pursuing premiumisation in determined fashion. Juvé highlights Juvé & Camps’ decision to join the Corpinnat quality cava collective in April this year as emblematic of the company’s approach, adding: “Sparkling wine should not be seen only as a wine for celebration, but as a complete wine for the table.
“This is one of the great opportunities for high-quality sparkling wines from the Penedès.”
Value over volume
Codorníu’s Jaumandreu echoes this view. “A key pillar of our strategy is Ars Collecta, launched to showcase the finest expression of Codorníu’s sparkling wine expertise,” she explains.
Bottega, too, has lofty ambitions, pointing to three years of research into improving prosecco production quality to “seize and fully exploit” the potential of the glera grape variety. The resultant wines, he claims, are “similar to, if not superior to, many established champagnes”. A still prosecco is also in the works.
But ‘value creation’ is also a watchword in champagne today – even more so as volumes come under pressure.
Launched last year, Lanson’s Private Collection (above) grants collectors access to the house’s vintage library – including wines dating back to 1904 – allowing them to build up their own private cellar within Lanson’s historic caves 50ft underground in Reims. Crucially, adds Renault, the initiative also creates a “strong emotional bond with the house”.
Liddle, meanwhile, emphasises the importance of allocation discipline and long-term partnerships in today’s market. “Rather than chasing volume, champagne houses are increasingly focused on protecting brand equity, managing reserves responsibly and supporting key on-trade and specialist retail partners,” he explains.
“This measured approach is essential in preserving the category’s health over the long term.”
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