Champagne is losing popularity in the world: why sales are declining
20 January 22:03
According to the association of producers, changing habits and unfavorable global conditions have led to a decline in French champagne sales. This was reported by "Komersant Ukrainian" with with reference citing The Guardin.
Last year, supplies decreased by almost 10%. Consumers in key markets such as the US and France have reduced consumption of this luxury drink due to economic and political instability, which has spoiled the festive mood.
Maxime Tubar, president of Syndicat Général des Vignerons and co-president of Comité Champagne, a unified trade association, said that champagne is a true barometer of consumer sentiment. He noted that now is not the time to celebrate, given inflation, conflicts around the world, economic uncertainty and a wait-and-see attitude in some of the largest champagne markets, such as France and the United States.
Consumers are increasingly opting for more affordable alternatives, such as Prosecco, English sparkling wine and Crémant, as substitutes for champagne. Demand for premium French sparkling wine has reached its lowest level in more than two decades. In recent years, sparkling wines have become more competitive in terms of quality as they are offered at reduced prices.
There is growing evidence that Generation Z and millennials in key markets such as the US are abstaining from alcohol, often favoring other forms of recreation such as cocktails and marijuana, just as baby boomers are retiring and spending less on wine.
Last July, French champagne producers ordered a reduction in the amount of grapes harvested after sales fell by more than 15% in the first half of 2024. According to the Comité Champagne, annual shipments were down 9.2% compared to 2023, reaching 271.4 million bottles.
The post-pandemic boom in demand for champagne was seen in 2022, when shipments reached 326 million bottles, but has been declining since then. In 2023, approximately 299 million bottles were shipped, down more than 8%.
The 2024 harvest in the Champagne region of France has already been affected by frost and wet weather, made worse by climate change, leading to an increase in mold attacks on precious vines.
In 2023, the French domestic market accounted for 118.2 million bottles, down 7.2% compared to 2023, which the association attributes to the prevailing “gloom” in the country, characterized by political upheaval.
