Sparkling wine remains resilient thanks to younger LDA appeal

Despite a difficult 2024, pockets of growth remain for sparkling wine in key markets the US, the UK and France, thanks to the category’s appeal to a younger LDA audience and a move beyond special occasions to everyday, informal settings. Sparkling wine volumes registered slight declines in all three markets during 2024, but still managed to outperform the struggling still wine category, according to the recently released IWSR Sparkling Wine Landscape Reports for France, UK and the US.

Champagne’s higher prices and premium positioning are limiting its growth potential, with declines in all three markets during the 2019-24 period. Prosecco has been the big winner, growing volumes at a CAGR of +7% in the US and +17% in France over the same timescale, but has lost momentum in the UK. Smaller segments, such as flavoured sparkling in the US, Crémant in France and English sparkling in the UK, are gaining ground.

“Sparkling wine faces challenges, but also has clear opportunities,” says Luke Tegner, head of consulting. “Younger LDA drinkers are highly engaged with the category and enjoy it on casual, everyday occasions beyond traditional celebrations. If this pattern grows, sparkling wine can attract new consumers and increase the frequency at which existing drinkers purchase it.

“Overall, sparkling wine is becoming more embedded in consumers’ lifestyles, as consumer behaviour in the category continues to evolve, shaped by shifting attitudes towards spending, wellbeing and consumption occasions. Younger cohorts – particularly Millennials and LDA Gen Z – remain the key drivers of change.”

US: Participation rebounds

Although total sparkling wine volumes in the US declined by -2% in 2024, the category remains well above pre-pandemic levels, having expanded at a CAGR of +4% between 2019 and 2024. According to IWSR consumer research, after a decline in the number of sparkling wine drinkers between 2022-24, participation bounced back in 2025, reaching 27% of the LDA population, well above 2019 levels (21%).