In recent years, Prosecco has become the world’s fastest-growing sparkling wine — not only in Italy, where it remains the driving force of national wine exports, but also internationally.
In percentage growth, value, and volume, Prosecco has outperformed French Champagne and Spanish Cava, reinforcing its status as a global phenomenon.
A recent analysis published by Del Ray Analysts of Wine Markets offers a comprehensive snapshot of the global sparkling wine market—dominated by Italy, France, and Spain—and highlights how Prosecco continues to reshape the competitive landscape.
A Market Under Pressure: Slowing Growth but Rising Importance
Despite the strong momentum seen in recent years, global sparkling wine exports softened in the year leading to July 2025. According to the report:
- Global sales fell by 0.6% in value, totalling EUR 8.51 billion
- Volume increased by 0.4%, surpassing 1 billion litres
Sparkling wine still maintains the highest average price per litre among wine categories—EUR 7.83—yet it is the only category to register a price decline over the past 12 months (–1%), even as the global average wine price rose by 1.2%.
France, Italy, and Spain jointly account for:
- 85% of global sparkling wine value
- 75% of global sparkling wine volume
Germany follows at a distance, contributing 8% of value and 11% of volume.
France, Italy, and Spain: A Market of Unequal Dynamics
France: Champagne Dominates Value
France exported:
- 222 million litres
- Worth over EUR 4.3 billion
Champagne alone represents half of global sparkling wine sales, cementing France’s leadership in the value segment.
Italy: The World’s Leading Exporter by Volume
Italy exported:
- 519 million litres
- Worth just under EUR 2.4 billion
Although Italy accounts for 48% of global sparkling wine volume, it represents only 28% of value—largely due to the dominance of Prosecco, which makes up 75% of all bottled Italian sparkling wines.
Spain: Slower Growth and Lower Value
Spain recorded:
- EUR 520 million in sales (6% of global value)
- 160 million litres exported
Cava remains the country’s main sparkling wine, but Spain’s turnover is less than one-quarter of Italy’s.
Long-Term Trends: Prosecco’s Exceptional Trajectory
The differences among the three major producing countries become even more marked when examining long-term data.
Prosecco’s Rise Since 2009
In 2009, sparkling wine export values were:
- Italy: EUR 388 million
- Spain: EUR 334 million
Since then:
- Italy’s sparkling wine value has grown sixfold, reaching EUR 2.4 billion
- Spain grew only 55%, reaching EUR 520 million
- Italy added EUR 2 billion in export value between 2009 and 2025
- Spain added EUR 185 million
Volume Growth: Italy Leaves Competitors Behind
In 2009, export volumes were similar:
- France: 127 million litres
- Italy: 138 million litres
- Spain: 138 million litres
By 2020:
- Italy surged to 408 million litres
- France and Spain hovered around 170 million litres
Between 2009 and July 2025:
- Italy +276%
- France +74%
- Spain +22%
Between 2017 and 2025:
- Prosecco volume +107%
- Champagne volume +1.1%
- Cava volume –13.1%
Average Prices: Not a Low-Cost Triumph
While Prosecco remains far cheaper than Champagne, its success is not driven by low prices.
2025 Average Export Prices
- Champagne: EUR 19.43 per litre
- Prosecco: EUR 4.61 per litre
- Cava: EUR 3.24 per litre
Price increases since 2009:
- Italy: +64.1% (+EUR 1.8 per litre)
- France: +41% (+EUR 5.65 per litre)
- Spain: +34.1% (+EUR 0.83 per litre)
Over the last eight years:
- Champagne prices +34.7%
- Cava prices +17.6%
- Prosecco prices +10.7%
This indicates that Italy’s competitive advantage is not grounded in underpricing Spain, but rather in stronger market appeal and sustained demand growth.
Value: Champagne Leads, but Prosecco Gains Ground
As of July 2025:
- Champagne accounts for 89% of France’s sparkling wine export value
- Prosecco represents 77% of Italy’s sparkling wine value
- Cava accounts for 74% of Spain’s value
From 2017 to 2025:
- Champagne added EUR 1 billion, reaching EUR 3.8 billion
- Prosecco added EUR 1 billion, reaching EUR 1.8 billion
- Cava grew by EUR 8.4 million, reaching EUR 382 million
Prosecco’s value growth (+129%) far exceeds that of Champagne (+36%) and Cava (+2.2%).
Market Concentration and Dependency
Despite global distribution, exports remain highly concentrated in a few key markets:
Main Destination Markets
- France: US, UK, Germany (39.7% of value)
- Italy: US, UK, France (48% of value)
- Spain: US, Belgium, Sweden (36.8% of value)
Market diversification, therefore, does not explain Prosecco’s dominance.
Why Prosecco Wins: Taste, Image, and Distribution
According to Del Ray Analysts of Wine Markets, Prosecco’s success cannot be explained by price, production method, or diversification. Instead, it is attributed to three core factors:
1. A universally appealing taste profile
Fresh, fruit-forward, approachable—and ideal for casual consumption.
2. A strong and aspirational brand image
Supported by region-wide marketing, widespread lifestyle associations, and the global popularity of the spritz cocktail.
3. A highly effective distribution network
Ensuring constant availability across 150+ markets worldwide.
The analysis concludes that Prosecco’s success reflects a strategic combination of consumer insight, market responsiveness, and brand cohesion across the DOCG and DOC regions, including Conegliano Valdobbiadene, Asolo, and the broader Prosecco DOC.
Conclusion: Prosecco Shapes the Future of Global Sparkling Wine
The global sparkling wine market may be slowing, but Prosecco continues to outperform every competitor in both value and volume. Its sustained growth is not a short-lived trend but a structural shift in global consumer preferences.
While Champagne maintains a clear lead in value and prestige, the world’s consumers are increasingly drawn to Prosecco’s accessible style, its versatility, and its strong identity—making it the defining sparkling wine of the past decade and a key player in the years ahead.
Source: WineNews