Sparkling wine keeps its shine as younger drinkers reshape the category
New IWSR data shows sparkling wine outperforming still wine in the US, UK and France, as Millennials and Gen Z embrace fizz far beyond celebrations.
Sparkling wine is holding its ground in key markets despite a tough 2024 for the global wine industry. New IWSR Sparkling Wine Landscape Reports for the US, the UK and France show that while volumes dipped slightly in all three markets, the category continues to outperform still wine as younger LDA drinkers fold fizz into everyday life.
Millennials and Gen Z are driving this shift. Both groups are increasingly choosing sparkling wine for informal occasions, moving the category beyond special events and boosting its cultural relevance.
“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.”
Tegner adds that sparkling wine is “becoming more embedded in consumers’ lifestyles”, shaped by new attitudes to spending, wellbeing and drinking occasions.
Across markets, category performance highlights diverging fortunes. Champagne is feeling the effects of higher prices and premium positioning, with declines across the US, UK and France between 2019 and 2024. By contrast, Prosecco remains the standout growth engine (particularly in the US and France) while segments such as flavoured sparkling, Crémant and English sparkling are steadily gaining traction.
US: Younger drinkers boost participation
The US sparkling wine market contracted by -2% in 2024, but volumes remain well above pre-pandemic levels thanks to a CAGR of +4% between 2019 and 2024. After a dip in 2022–24, participation rebounded in 2025: 27% of the LDA population now drinks sparkling wine, up from 21% in 2019.
Prosecco and flavoured sparkling are the most dynamic segments. Prosecco grew at a CAGR of +7% between 2019 and 2024, while flavoured sparkling surged at +25% over the same period. Champagne, by contrast, was flat over five years and declined by -5% in 2024.
“Accessibility and a range of prices are significant advantages for Prosecco and flavoured sparkling wines, while Champagne’s premium positioning limits its growth,” says Adam Rogers, North American Research Director. “As economic uncertainty persists and consumers cut non-essential spending, Champagne is more likely to be impacted.”
Younger LDA drinkers are also reshaping how fizz is consumed. While sparkling wine still signals celebration, Gen Z increasingly chooses it for casual meals and winding down at home, stealing share from red and white wine in these settings. Consumption frequency has edged down from the post-pandemic boom but remains above 2019 levels.
France: Crémant closes in as Champagne weakens
France mirrors the US in one key respect: sparkling wine is outperforming still wine. The category posted a -1% CAGR between 2019 and 2024, compared with -6% for still wine, and participation remains high at 78% of LDA consumers drinking sparkling at least once a year.
The demographic profile is shifting too. Penetration among 45–54-year-olds fell between 2021 and 2025, while younger LDA drinkers increased their share. Today, one in 10 French sparkling wine drinkers is aged 18–24.
Prosecco’s rapid rise appears to be slowing. Volumes grew by +12% in 2024—still strong, but softer than the 2019–24 CAGR of +17%. Growth continued into early 2025, up +11% in the first half of the year, though consumer awareness and penetration have stalled.
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Crémant d’Alsace has emerged as Prosecco’s main challenger. The broader Crémant category continues to expand, with volumes climbing +6% in 2024 and rising at a CAGR of +3% over five years.
Champagne is feeling the pressure most acutely. Volumes fell by -7% in 2024 and contracted at a CAGR of -4% between 2019 and 2024, with another -5% drop in the first half of 2025.
“Although Champagne continues to dominate in terms of prestige and status, its image among consumers has deteriorated when it comes to perceptions of hedonism and value for money,” says Senior Analyst Arthur Derail.
Younger LDA consumers are now the driving force in France, he adds, with higher consumption frequency and strong interest in regions such as Limoux, Saumur, Crémant de Bordeaux and Crémant de Loire.
“Targeting these younger LDA consumers is therefore a key growth opportunity. This requires responding to their highly diverse expectations in terms of product types, consumption contexts and purchasing channels.”
UK: Cocktails and spritzes underline stability
The UK sparkling wine market held steady in 2024. Volumes dipped by -1%, but were flat between 2019 and 2024—well ahead of still wine, which fell at a CAGR of -3% over the same period and declined by a further -2% in 2024.
The consumer base expanded during the pandemic and has since stabilised, but its profile is getting younger, with LDA Gen Z and Millennials taking a larger share.
Prosecco, however, has stalled. Volumes were flat in 2024 and fell at a CAGR of -1% over five years. Conversion and consumption are falling across age groups, driven by declining frequency among Millennials and Gen X.
Champagne is also in decline, with volumes down -4% in 2024. Consumer awareness and perception have improved, but economic pressures are prompting down-trading. “While premium price bands have declined in volume, particularly since 2023, standard-priced Champagne has grown,” says Senior Analyst Patrick Fisher.
The momentum is instead with English sparkling wine and Crémant. Crémant posted double-digit gains in 2024, while English sparkling continues to build its reputation—especially among Gen Z—though availability remains an obstacle.
“Sparkling wine in the UK remains resilient amid economic pressure, supported by the popularity of cocktails and spritzes,” Fisher adds. “The category continues to move beyond traditional celebrations, supported by the popularity of spritz serves, cocktails and informal social occasions.
“Younger Millennial and LDA Gen Z consumers display broader repertoires, are more likely to trial new products, and have been central to the rise in cocktail consumption since 2024, especially sparkling wine-based serves.”
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