The recently published 11th Sparkling Wine Report, commissioned by Schlumberger and conducted by the "market institute," highlights fascinating trends in Austria's sparkling wine consumption.
Based on a representative survey of 1,000 Austrians aged 18 and over, this analysis underscores shifting preferences, especially among younger generations, and growing interest in rosé and non-alcoholic options.
Austria: A Nation of Sparkling Wine Enthusiasts
Sparkling wine enjoys enduring popularity across Austria, with two-thirds of Austrians purchasing it at least twice a year, and 14% indulging monthly. The beverage has long been synonymous with festive occasions, and this tradition continues to thrive:
- New Year’s Eve remains the undisputed peak season, with 84% of respondents incorporating sparkling wine into their celebrations.
- Special occasions such as birthdays (77%), weddings (71%), and Christmas (51%) also see significant consumption.
- Sparkling wine as a gift is also common, with 50% bringing a bottle to New Year’s Eve gatherings and 11% gifting it for Christmas.
However, the survey reveals a noteworthy shift: sparkling wine is increasingly becoming an everyday indulgence. About 25% of Austrians now enjoy sparkling wine without any particular reason, marking a departure from its previous role as a purely celebratory drink.
The Rise of the Young Generation
Austrian youth are at the forefront of this sparkling wine renaissance. Among those aged 18 to 29, an impressive 86% identify as fans of sparkling wine. This demographic is not only embracing traditional sparkling wines but also expanding their preferences to include:
- Rosé sparkling wine: Popular with three-quarters of young drinkers.
- Non-alcoholic sparkling wine: Tried by 50% of 18-29-year-olds, reflecting their willingness to experiment with innovative alternatives.
The trend toward non-alcoholic sparkling wine is growing across all age groups, with 37% of total respondents now consuming it, up from 31% in 2022. Among 40-49-year-olds, non-alcoholic options saw a 15% increase in adoption compared to the previous year, highlighting its expanding appeal.
Quality, Origin, and the Austrian Sparkling Wine Identity
Austrians take pride in their sparkling wine, prioritizing quality and origin when making purchasing decisions. Key insights into consumer preferences include:
- Digestibility: A crucial factor for 41% of buyers.
- Taste profile: 26% prefer a light, fresh flavor in their sparkling wine.
- Local origin: For 25%, choosing Austrian sparkling wine is a way to support the local economy and celebrate Austrian quality, a sentiment that has grown by 5% since last year.
This focus on Austrian provenance aligns with an increasing sense of solidarity among consumers, as they recognize the economic and cultural value of supporting domestic producers.
Pricing Trends: Stability in Spending
Despite changing consumption patterns, Austrians’ willingness to pay for sparkling wine remains consistent:
- In retail settings, the average price per bottle is EUR 8.50, reflecting a balance of quality and affordability.
- In restaurants, the average price reaches EUR 36.80, demonstrating the value consumers place on sparkling wine in social and celebratory contexts.
Future Outlook: A Sparkling Horizon
The 11th Sparkling Wine Report paints an optimistic picture of Austria's sparkling wine market. With younger generations integrating sparkling wine into their modern lifestyles and a growing segment of consumers embracing non-alcoholic options, the market continues to diversify. At the same time, the emphasis on Austrian origin and quality reinforces the strength of local producers.
As sparkling wine evolves from a celebratory drink to an everyday indulgence, its future in Austria looks as effervescent as ever. Schlumberger's commitment to analyzing these trends ensures producers and retailers are well-positioned to meet the demands of an increasingly sophisticated and adventurous consumer base.
Source: Der-Winzer