After my last article on English sparkling wine, it raised the question—what about the rest of the market? After looking into the English sparkling wine market, I wondered how Champagne and Prosecco were doing. So, I went in search to find out.

Sparkling wine has long been a symbol of celebration, elegance, and indulgence. With its deep-rooted heritage and luxury status, Champagne has dominated the market for centuries. But the effervescent world of sparkling wine is evolving. Prosecco has surged in popularity over the past decade, offering an accessible and refreshing alternative. Meanwhile, English sparkling wine is making a serious bid for recognition on the global stage, gaining accolades and consumer interest.

With 2025 well underway, how are these sparkling wine giants faring? Let’s dive into the sales trends, challenges, and opportunities shaping Champagne, Prosecco, and English sparkling wine.

Sales Trends: The Changing Landscape

Champagne: A Decline Amid Economic Challenges

Champagne’s long-standing reputation as the pinnacle of sparkling wine has been tested in recent years. After a post-pandemic rebound in 2022, when shipments hit 326 million bottles, sales dropped 8% in 2023, falling to 299 million bottles. The downward trend continued in 2024, with another 9.2% decline, bringing total shipments to 271.4 million bottles—the lowest figure since 2002.

Factors Behind the Decline:

• Economic Uncertainty: The global economy has struggled, with luxury goods, including Champagne, taking a hit. France saw four different prime ministers in 2024 alone, creating instability that affected consumer confidence.
• Shifting Consumer Preferences: Millennials and Gen Z are more interested in lower-alcohol options, non-alcoholic beverages, and even cannabis-infused products, making Champagne a less frequent choice.
• Increased Competition: More affordable, high-quality alternatives like Prosecco and English sparkling wine give consumers attractive choices at lower prices.
• Declining Non-Vintage Sales: Non-vintage Champagne, which makes up 76% of total sales, saw an 8.6% drop in 2024, suggesting consumers are becoming more selective.
• Regional Variations: In the US, Champagne sales are falling fastest in states like Mississippi, Connecticut, and New Jersey, while major markets like California, Florida, and New York have also seen losses.

Despite these struggles, Champagne producers are doubling down on long-term strategies. They are investing in sustainability, experimenting with innovative ageing techniques, and exploring new markets, particularly in the Middle East, where relaxed alcohol policies in Dubai and Abu Dhabi drive growth.

Prosecco: Still Rising but Facing Challenges

While Champagne is struggling, Prosecco has continued its remarkable ascent. Sales exceeded 638 million bottles in 2022, generating over €3 billion in revenue. The US remains Prosecco’s top export market, with imports rising by 4.7% in early 2024.

What’s Driving Prosecco’s Success?

• Affordability: Prosecco offers a more budget-friendly alternative to Champagne.
• Versatility: Its light, fruity profile makes it suitable for casual drinking and a wide range of cocktails.
• Effective Marketing: Prosecco has positioned itself as an accessible, trendy sparkling wine that resonates with younger consumers.

However, Prosecco’s success brings new challenges:

• Oversupply Concerns: Increased production may lead to lower prices and reduced profitability.
• Sustainability Issues: Mass production models may struggle to maintain high-quality standards.
• The ‘Sober Curiosity’ Movement: With a growing number of consumers opting for non-alcoholic alternatives, even Prosecco must adapt.

Despite these hurdles, the global sparkling wine market is expected to grow from nearly $40 billion to over $66 billion by 2030, creating opportunities for Prosecco to solidify its dominance.

English Sparkling Wine: The Rising Star

Once a niche market, English sparkling wine is quickly becoming a serious player. Sales have surged 187% since 2018, reaching 6.2 million bottles in 2023.

Key Factors Behind Its Growth:

• Climate Change: Rising temperatures in the UK are creating more favourable conditions for vineyards.
• Increased Investment: Significant capital has been poured into English wineries, improving both quality and production capacity.
• Wine Tourism: English wineries have successfully leveraged tourism to enhance brand awareness and sales.

Despite its growth, English sparkling wine faces challenges:

• Production Volatility: The UK’s marginal climate can lead to inconsistent yields.
• Market Competition: English producers must carve out a unique identity in a competitive global market.
• Brexit-related Trade Barriers: Exporting wine has become more complex due to shifting regulations.

Yet, English sparkling wine is gaining credibility. With increased government support, a growing workforce, and a reputation for quality, the industry is positioning itself as a worthy competitor to Champagne.

Business Stability: Navigating Market Challenges

Each of these sparkling wine categories faces unique challenges when it comes to long-term business stability.

• Champagne remains strong due to its prestigious branding and strict production regulations. However, economic fluctuations, climate change, and evolving consumer preferences require adaptation.
• Prosecco has a booming market share, but maintaining quality while expanding is a key challenge. Large-scale production models need to evolve to ensure sustainability.
• English sparkling wine is growing with strong investment and support. However, it must build global brand recognition and maintain consistent production to achieve lasting success.

Climate Change: The Big Unknown

Climate change is reshaping the wine industry in unpredictable ways:

• Champagne is struggling with rising temperatures, which affect acidity and traditional flavour profiles.
• Prosecco’s terroir is changing, altering the characteristics of the Glera grape.
• English sparkling wine, paradoxically, is benefiting, with warmer temperatures improving growing conditions.

All three categories are investing in adaptive strategies, such as adjusting vineyard practices and exploring new grape varieties, to mitigate climate impact.

Marketing and Branding: The Battle for Consumer Attention

Champagne continues to position itself as the drink of luxury and prestige, leveraging high-end partnerships, artistic collaborations, and a focus on heritage. However, it is also modernising, using social media to engage younger consumers.

Prosecco thrives on approachability, affordability, and trend-driven marketing. It is highly visible in influencer campaigns and cocktail culture, keeping it relevant in younger demographics.

English sparkling wine focuses on authenticity, local provenance, and experiential marketing. Vineyard tours, direct-to-consumer sales, and a strong emphasis on storytelling help English wines stand out.

Conclusion: A Sparkling Future?

The world of sparkling wine is evolving. Champagne, while facing headwinds, remains the benchmark for luxury. Prosecco continues its meteoric rise but must navigate sustainability and competition. English sparkling wine, once a mere curiosity, is now a serious contender, benefiting from climate change and increasing investment.

Each has its own path forward, but the common thread is innovation, adaptability, and a deep understanding of what modern consumers want. Whether you’re a Champagne purist, a Prosecco enthusiast, or an advocate for English sparkling wine, one thing is clear—the future of bubbles has never been more exciting.