Despite a challenging 2024 marked by inflation, shifting spending habits, and slowing wine markets overall, sparkling wine continues to shine in key markets such as the US, the UK, and France.
While volumes registered slight declines across all three countries, the category still outperformed the struggling still wine sector. According to the newly released IWSR Sparkling Wine Landscape Reports, sparkling wine’s enduring appeal—particularly among younger Legal Drinking Age (LDA) consumers—is helping transform it from a celebratory indulgence into an everyday pleasure.
A Category Facing Challenges—but with Clear Growth Opportunities
Sparkling wine’s evolution is closely tied to lifestyle changes among younger LDA cohorts. More than any previous generation, Millennials and Gen Z enjoy sparkling wine in relaxed, informal settings: casual dinners, home gatherings, or unwinding at the end of the day. This shift beyond holidays and celebrations is helping support the category amid broader downturns.
“Sparkling wine faces challenges, but also has clear opportunities,” says Luke Tegner, Head of Consulting at IWSR. “Younger LDA drinkers are highly engaged with the category and enjoy it on casual, everyday occasions. If this trend expands, sparkling wine has strong potential to attract new consumers and increase purchase frequency.”
However, challenges remain. Market performance varies, and not all segments are flourishing. Champagne, long the benchmark of prestige, has been hit hardest due to its premium pricing. Meanwhile, Prosecco continues to lead growth—though with varying momentum—while smaller segments such as flavoured sparkling, Crémant, and English sparkling wines are gaining ground.
United States: Everyday Appeal Keeps Sparkling Wine Above Pre-Pandemic Levels
The US market saw a -2% decline in sparkling wine volumes in 2024, yet the category remains far ahead of its 2019 baseline thanks to a five-year CAGR of +4%. Participation, which dipped between 2022 and 2024, rebounded strongly in 2025—now reaching 27% of US LDA consumers.
The big winners:
Prosecco (+7% CAGR 2019–24)
Affordable, approachable, and versatile, Prosecco continues to outperform Champagne.
Flavoured sparkling wines (+25% CAGR 2019–24)
This playful segment is booming, buoyed by younger consumers and at-home occasions.
Meanwhile, Champagne—stable from 2019 to 2024—fell by -5% in 2024 alone as economic uncertainty pushed consumers to cut non-essential spending.
According to Adam Rogers, North American Research Director at IWSR:
“Accessibility and a range of prices give Prosecco and flavoured sparkling wines a strong advantage. Champagne’s premium positioning makes it more vulnerable during economic instability.”
US consumer research shows that Gen Z is using sparkling wine as a replacement for red and white wine during casual meals. However, consumption frequency appears to have peaked following the post-pandemic boom and is now normalizing.
France: Younger Drinkers Revitalizing Sparkling Wine
In France, sparkling wine is outperforming still wine, posting only a -1% CAGR decline from 2019–24 versus -6% for still wine. Participation remains high: 78% of French LDA consumers enjoy sparkling wine at least once per year.
The standout trends:
Prosecco slows—but continues to grow
Up +12% in 2024 (vs +17% CAGR 2019–24), Prosecco remains strong but momentum is easing.
Crémant emerges as a major winner
Crémant d’Alsace is stable in 2025, while overall Crémant volumes grew +6% in 2024 and +3% CAGR from 2019–24.
Champagne continues to struggle
Volumes fell -7% in 2024 and -4% CAGR between 2019–24, with declines across all price levels.
The demographic shift is significant:
Today, 1 in 10 sparkling wine drinkers in France is aged 18–24.
Arthur Derail, Senior Analyst at IWSR, notes:
“Champagne still holds prestige, but its image in terms of hedonism and value for money is weakening. Meanwhile, younger LDA consumers are driving growth in other sparkling segments.”
For producers, the future lies in embracing younger consumers’ diverse expectations—different product styles, varied consumption moments, and new purchasing channels.
United Kingdom: Sparkling Wine Holds Steady Amid Economic Pressure
Despite inflation and declining alcohol spend, the UK sparkling wine market remains stable. Volumes fell by only -1% in 2024 and were flat from 2019–24, significantly outperforming still wine (CAGR -3%).
Key insights:
Prosecco loses momentum
Flat in 2024, with a -1% CAGR decline from 2019–24, driven by falling consumption frequency among Millennials and Gen X.
Champagne declines, but standard-priced labels grow
Volumes down -4% in 2024, yet more affordable Champagne options are seeing growth as consumers down-trade.
English sparkling wine and Crémant surge
Crémant posted double-digit growth in 2024.
English sparkling continues to gain recognition for quality—especially among Gen Z—though availability remains a barrier.
According to Senior Analyst Patrick Fisher:
“Sparkling wine in the UK remains resilient, supported by spritzes, cocktails, and informal drinking occasions. Younger consumers in particular have broader repertoires and are driving experimentation.”
Younger Millennials and LDA Gen Z are more open to new products—including sparkling cocktails—and have played a key role in the post-2024 rise of spritz culture.
A Category in Transition—Driven by Youth and Everyday Occasions
Across all three major markets, the sparkling wine category is entering a new phase. While premium Champagne struggles under economic pressure, approachable alternatives like Prosecco, Crémant, flavoured sparkling, and English sparkling wine are expanding their footprint.
What unites these markets is a clear behavioural shift:
Younger consumers are normalizing sparkling wine for everyday enjoyment.
This shift:
- expands drinking occasions
- promotes experimentation
- increases category penetration
- supports premium—but not ultra-premium—growth
As lifestyles evolve and consumers seek products that balance pleasure, affordability, and versatility, sparkling wine is emerging as one of the most resilient categories in the global wine industry.
Source: IWSR