Sales of Crémant have overtaken Cava at Waitrose, the retailer has reported. Over the past three months, Crémant sales have surged by 51% compared to the same period last year.
Alexandra Mawson, Waitrose’s Champagne and sparkling wine buyer, told the Sunday Times: "We have never seen Crémant sales as big as we are at the moment."
Ocado has also seen a significant increase, with sales of its M&S Crémant de Bordeaux up 47% over the past year.
This trend reflects a broader shift towards the French sparkling wine, which can only be produced in eight regions in France and one in Luxembourg.
Crémant sales have consistently grown, reaching a record 96 million bottles in 2021. In that year alone, Bourgogne sold 28 million bottles of Crémant de Bourgogne, an increase of 1.7 million bottles from the previous year.
What's Driving the Upward Trend?
Sparkling wines are being enjoyed in a wider range of settings. Consumers are no longer reserving these drinks for major celebrations like weddings, birthdays, and anniversaries; instead, they are choosing to enjoy sparkling wine more regularly.
With the ongoing cost-of-living crisis, Crémant is seen as a cost-effective alternative to Champagne. Waitrose’s Champagne sales have dropped by 4%. Mawson explained: "Recent pressures on household finances have allowed for the emergence of wider styles, and customers have looked to Crémant as a value alternative for life’s more regular celebratory occasions."
In 2023, Champagne experienced a reversal in fortunes, with an 8% decline in volumes shipped compared to the same 12-month period in 2022. This drop followed a bumper year driven by post-Covid euphoria, according to the leading players in the region.
Source: The Drinks Business