Sparkling wine is no longer limited to celebratory occasions in the US. As a result, the segment’s share of the total wine category in the country has grown steadily over the last decade, from 5.4% in 2013 to 7.4% last year.
During the same period, the US went from annual sales of 17m nine-litre cases of sparkling wine to over 26.5m cases.
With Champagne, Prosecco and other sparkling options continuing to expand their roles within the wider wine category, here’s an overview of the segment for those interested in starting or growing a sparkling wine brand in the US.
How big is sparkling wine in the US?
The sparkling wine segment is led in the US by mainstay brands such as Andre, Cook’s, Korbel, Barefoot Bubbly and J. Roget. Treasury Wine Estates’ Beringer managed to lead all sparkling wine brands in terms of growth last year, adding 27,000 cases on 2021, but the segment is being pushed forward even further by the likes of Domaine Chandon, Ballatore, and Wycliff Sparkling.
(While not considered a state, we felt it was worth noting that D.C. sells the most sparkling wine per capita, outselling several of the largest states in the US.)
Sparkling wine occasions are expanding
Not only has overall consumption of sparkling wine risen in recent years, but the frequency has also spiked, with once-a-month consumption jumping from 56% in 2019 to 72% in 2022. Notably, nearly a quarter of consumers reported consuming sparkling wine at least twice a week.
This trend is compounded by evolving perceptions of sparkling wine, shifting from an exclusive association with formal events to a more versatile and accessible beverage choice. A considerable number of consumers now see sparkling wine as a relaxing drink at the end of the day and suitable for informal meals at home.
While the impact of lockdowns during the pandemic likely played a role in this shift, the on-premise channel has also contributed to the normalisation of sparkling wine consumption in everyday scenarios. Current brunch culture, for example, embraces sparkling wine through offerings like ‘bottomless’ mimosas and other sparkling wine cocktails, further enhancing its popularity.
Prosecco as a casual alternative to Champagne
While Champagne is still the standard within the segment in terms of prestige, Prosecco is on the rise as a dominant alternative. Indeed, over the last year, Prosecco has captured a 24% share of the sparkling wine segment, according to e-commerce platform Drizly, up from 21% the previous year.
As inflation continues to impact consumer behaviour, the affordability of Orosecco, with an average price per unit nearly $40 below Champagne's, has also attracted consumers seeking budget-friendly options. Prosecco’s utility as a low-cost alternative suggests a promising future, despite the impact of current economic challenges on disposable income levels.
Producers such as Korbel have highlighted Prosecco’s role in popularising and casualising sparkling wine, emphasising its light and refreshing nature. Prosecco’s success story also highlights the importance and need for more variety within Champagne and sparkling wine.
The popularity of spritz cocktails
The spritz serve has also contributed to the booming popularity of Prosecco and the wider segment. A spritz typically blends Prosecco with club soda and liqueurs such as Aperol or Campari. The cocktail has gained such popularity that it now ranks among the top ten most-ordered cocktails in US bars, according to research firm CGA by NIQ. Its appearance on the list marks a shift for the spritz from a seasonal to a year-round favourite.
This year’s sales data for spritz cocktails indicates a remarkable growth trend, with sales starting to rise in April - a month earlier than usual - and even January showing sales “more than double” compared to the previous year.
The spritz serve aligns with consumer trends, being lower in alcohol as well as visually appealing for sharing on social media platforms.
This article was initially published by Park Street this week.
