Sparkling wine in focus: trends, challenges and market opportunities
A global market with potential
Sparkling wine enjoys unbroken popularity worldwide. Despite economic challenges, the various categories from Prosecco and Crémant to Cava, Champagne and English sparkling wine are proving remarkably resilient. The industry is increasingly focusing on innovations to meet changing consumer habits.
Germany remains an important market for sparkling wine, with domestic consumption playing a particularly important role. While traditional bottle-fermented sparkling wines are gaining in prestige, non-alcoholic sparkling wines are also experiencing an upswing. The strong position of brands such as “Rotkäppchen” shows that sparkling wine is firmly anchored in the minds of the general public. In the premium segment, producers are focusing on long yeast storage periods and high quality standards. The Association of Traditional Sparkling Wine Makers and the VDP are driving this trend forward and are increasingly establishing German sparkling wines on an international level.
“Around 20% of the sparkling wine produced worldwide is drunk in Germany.”
Prosecco: Successful marketing and new markets
Prosecco remains one of the global market leaders in the sparkling wine segment. Thanks to its fresh, fruity style and targeted marketing, it is in great demand in numerous export markets. The Asian region in particular is seen as a promising area for expansion. In addition, the introduction of new categories such as Prosecco Rosé or the planned premium class “Prosecco DOC Riserva” will strengthen the attractiveness of the product.
Another promising area is non-alcoholic Prosecco. Producers such as Henkell Freixenet are pushing ahead with the development of such products in response to the growing demand for no-low alternatives. Legal adjustments in Italy could further strengthen this dynamic.
Champagne: premium segment under pressure
The champagne market is fluctuating. After record years, inflation and economic uncertainties have led to declining sales figures. Nevertheless, champagne remains synonymous with luxury and exclusivity. In order to position themselves for the future, many houses are focusing on sustainability, innovative product concepts and stronger brand communication.
The increasing diversification within Champagne is interesting. While large houses want to maintain their position with high-priced cuvées, smaller producers with individual styles and more sustainable cultivation methods are gaining in importance.
Crémant: the strong alternative
France's crémant has established itself as a serious alternative to champagne. Crémant de Loire, Crémant d'Alsace and Crémant de Bourgogne in particular are benefiting from their excellent price-pleasure ratio.
They are also increasingly in demand in export markets, which is reflected in rising sales figures. Thanks to the increased interest in high-quality but affordable sparkling wines, Crémant is in an excellent position to gain further market share.
Cava: New strategies for the future
Spanish cava is increasingly facing climatic challenges. Periods of drought and declining yields have prompted some producers to break new ground. Major players such as Freixenet have adapted their strategy and are increasingly focusing on products outside the DO Cava.
Nevertheless, the potential of Cava remains high, particularly due to the trend towards premiumization and organic cultivation. The planned complete conversion of DO Cava to 100% organic production could give the region a strong unique selling point in global competition.
Great Britain: A new competitor on the market
English sparkling wine has become a serious contender in recent years. The cool climate and chalky soils in the south of England offer ideal conditions for high-quality sparkling wines made using traditional methods. Producers such as Nyetimber, Ridgeview and Chapel Down focus on premium quality and are increasingly competing with champagne.
Although the British sparkling wine market is still comparatively small, production volumes have multiplied in just a few years. English sparkling wine is particularly popular on the domestic market, but exports are also growing steadily. The international wine world is watching with interest to see how this new player will develop.
Conclusion: Sparkling wine remains exciting
Despite economic challenges, sparkling wine remains a dynamic market. Adaptability, innovation and quality will be crucial to ensure long-term success. The trends towards sustainable production, premiumization and non-alcoholic alternatives offer great opportunities for the future.
